Most people are happy with Amazon and like the service they provide - this kind of thing is a non-story.
I say this as someone who buys directly from suppliers like Dell or Logitech when I think there's a risk to getting repackaged or counterfeit items from Amazon, but the experience is often worse (Dell monitors took 5 weeks to arrive).
I think these articles are a symptom of something else, but I'm not quite sure what it is. It feels like a political or tribal position, anti-large company, or anti-success? - I'm not quite sure, but I think there's an underlying theme that drives these types of articles and it isn't what they're directly about. They're okay with a small under-dog company story, but if you become large and successful then you're automatically written about in the most uncharitable way possible.