Yes Amazon has upped the game and everyone has to match them. You seem to think it's a bad thing?
In one scenario, Amazon utterly destroys the ability of others to sustain their business, and then raises their own prices dramatically: a fairly typical monopoly scenario.
In another there are two tiers: Amazon and everyone else, which is only marginally better.
In both cases competition is reduced and the consumer suffers.
When has that happened? How many times? And how much did it offset the previous period of low prices for consumers?