Hard to understand how we have not applied historical norms of Monopoly to Amazon
Because there are thousands of mail-order/online-shopping businesses in the country? Amazon isn't anything like a monopoly.
Except that the picture isn't quite that rosy; e.g. Monopoly power and the decline of small business.
From TFA: "In the 15 years between 1997 and 2012: 72,000 small US manufacturers shut down; as did 108,000 local retailers and 13,000 community banks (fully half of America's complement of small banks!). The number of US startups has dropped by 50% since 1970. These statistics are not the result of the changing times: they're due to massive, monopolistic corporations stacking the deck against small competitors".