The internet and Amazon do not share an important characteristic: openness.
I don't need the internet's permission to publish and this makes the tradeoff with chaos acceptable.
Basically we trade order over freedom.
Now that you say it, I wouldn't mind seeing a concept of search neutrality and/or platform neutrality developped.
I'd go further: neutral platforms should be the norm.
If then someone wants to build a walled garden fine, but there must be a neutral alternative by default.