How come the max possible fine is 60 thousand dollars? Surely that's nothing to a company like Amazon. What's to prevent them from just paying the fine and cont

How come the max possible fine is 60 thousand dollars? Surely that's nothing to a company like Amazon. What's to prevent them from just paying the fine and continuing as though nothing happened? We know they don't care about the repeated bad press that they continually get about the conditions in their warehouses.