The assumption everyone seems to have is that the customer is the average consumer purchasing items and services on Amazon’s website. That hasn’t been true in more than a decade.

The real customer are the third party sellers and those using Amazon platforms.

The interests of customers and the business are aligned the vast majority of the time, but in those cases the phrase "pro-consumer" is meaningless because no choice had to be made. In the more unusual cases where they do not align, then that's a different matter.