I am sure Amazon sees it that way, but I am not at all sure customers see it that way. The "Buy It Now" button doesn't exactly show INCOTERMS.
Ultimately, this is all a zero-sum BS game until we start talking about actual solutions, but I don't know enough about what Amazon offers to have an opinion about who needs to do better. If Amazon offers porch locker delivery and convenient central locker locations, sure, let's push customers to use them -- but if Amazon refuses to deliver to porch lockers and offers central lockers that are 20 miles away and open 10am-3pm, let's push Amazon to do better.
Ultimately, this is all a zero-sum BS game until we start talking about actual solutions, but I don't know enough about what Amazon offers to have an opinion about who needs to do better. If Amazon offers porch locker delivery and convenient central locker locations, sure, let's push customers to use them -- but if Amazon refuses to deliver to porch lockers and offers central lockers that are 20 miles away and open 10am-3pm, let's push Amazon to do better.