It would have been OK to decide to forbid endorsements a year earlier or just after the elections.
The timing is extremely suspicious. Both Bezos and Patrick Soon-Shiong (LA Times) pushed this decision through suddenly at almost the same time. I don't believe the reasons given for making the decision suddenly now.
Trump has promised revenge if he wins. They caved under pressure or pivoted. If Trump gets an AG that does exactly what he wants, he will go after his enemies in courts, and other means. Bezos and other billionaires cave in when they face bigger power. Mohammed bin Salman hacked his phone and then killed his employer. Bezos prevented the release of the Jamal Khashoggi document in Amazon Prime so as not to anger MBS.