A good analogue might be the taxi industry, which has fostered an industry accustomed to misleading its clients through a number of means because of an outdated means of charging for fares. In some countries, they require special licenses, and they’ve forced restrictions on companies like Uber and who can work for them. It’s a case of new industries versus the old ones, and once Uber made it through, they also paved the way for their alternatives.
It’s sort of the same with Amazon and e-commerce, except Amazon has much more cash flow available due to the reasons you’ve discussed. Traditional multinational chains say they are threatened, but maybe they should be and should consider innovating and letting the consumer experience they should expect be put into law.