It think that is the issue, Amazon is so much more than just a marketplace for goods.
But we're talking about the retail consumer here, they aren't really going to notice AWS or care what it does for majority% of the world it's just a marketplace. Though Prime could use some work, it quite literally annoy's me having to click a through to the streaming site when it should be much easier.
If Amazon GO launches soon and isn't priced stupidly, i'll probably never walk into anything else again.