The trick with your suggestion of making data more portable is that if Amazon or any other platform provider would do so, then it would create a race to the bot

The trick with your suggestion of making data more portable is that if Amazon or any other platform provider would do so, then it would create a race to the bottom in terms of price. This would make the business quickly unappealing for the likes of Amazon. This is why no one will make their platform formats portable. At least not while things are in flux and the battle field is still disputed. Once the market matures (see the mobile telephony of 2000s) then you'll be able to port your phone number.