I can't find anything that says Amazon bought Yodel - do you have a source? That said, I think you might be right about Yodel's general model being like this. Their service is shocking.
On the other hand, right now I am waiting on a parcel being delivered by DPD on behalf of Amazon. They have given a one hour window, I can track the location of the van online, and I could have text them this morning to rearrange the delivery of the parcel or provide different delivery instructions. And the drivers wear uniforms!