That mom-and-pop Seattle operation just can’t catch a break.
Amazon’s argument seems to boil down to “we sell products, not ads, so the law shouldn’t apply to us.” The EC response seems to be “what you would like the law to say is not what it says.”
Regardless, the fact that Amazon doesn’t like the law means it was written to protect consumers from corporations. In the states, we’ve completely forgotten that government is supposed to do precisely that.