Actually it's much simpler. The Walmart's and Kroger's of the world know Amazon makes most of its profit in AWS. Amazon uses the profit to compete on prices wit

Actually it's much simpler. The Walmart's and Kroger's of the world know Amazon makes most of its profit in AWS. Amazon uses the profit to compete on prices with the retailers. So by insisting on working with vendors and partners who don't use AWS, they are trying to reduce the potential profit Amazon could make