You are confusing a manufacturer with a competitor E-tailer. Whilst the Kindle is sold by a competitor, we could easily sell the same product.
The kindle is manufactured by Amazon and also sold by the store which is deemed competition.
I'm not confusing anything at all. "Amazon" as a commercial entity is considered a competitor and you say is banned. Stuff they manufacture under their "Amazon" name should therefore also be banned because it's still referencing said commercial entity that has been banned.
Surely this isn't hard to understand? How can you still cling on to the competitor rule as if it works and makes sense?