Presumably even if they don't intend to use the tld for lots of sites (perhaps stores could have subdomains) they'll be using the tld as a way of proving authen

Presumably even if they don't intend to use the tld for lots of sites (perhaps stores could have subdomains) they'll be using the tld as a way of proving authenticity. Only they can create links with .amazon so they can assure customers of their safety from phishing etc.