& why exactly would Amazon care about this?
Not sure I understand why anybody's surprised by Amazon's behaviour. Jeff simply doesn't care about anything unless it's adding to his billions of $ or polishing his ego. If you're not drinking his Kool-Aid and buying his crap then you're unworthy of Amazon's attention in the "World of Jeff".
Getting some other saps to develop rubbish apps that break the rules for his platform, why would Amazon care? Twitter don't care about fake ads, Facebook doesn't care about hate speech, they all think that because they're part of some new "paradigm" that they're above the piffling laws that mere mortals have to abide by.