TLDs have certain requirements associated with them, unless Amazon magically also has some super special secret deal that Google hasn't told the world about after losing
... then Amazon won't be able to monopolize or otherwise use the TLD to an unfair advantage.
And yet that's exactly what Amazon will do. Even if they run their registry business as a separate department, the conflict of interests is always there. It's exactly like an ISP who also provides content has an incentive to make connections to Netflix suck.
Perhaps it would be best to simply forbid companies from expanding to arbitrary new segments?