Amazon is clearly not a lemon market (and by clearly I mean it's a textbook case). Amazon is a company that guarantees/warrants the products (buyers have effective recourse to return products). In the paper's model this prevents a lemon market.
Unlimited replacements for a $40 screen protector? Just send us $20 to ship you the free replacement.
Business relies on government for enforcement of contract and commercial law, but simultaneously creates intentionally confusing terms and fights against the authority of government to enforce the other side (for the consumer).
In addition to the information asymmetry, there's an overall power asymmetry -- both need to be addressed.
This is not by accident, since most people then choose the shipped&sold by amazon itself, of course potentially more expensive.