Amazon targeting best keywords

I keep seeing Amazon pop up in the top 10 for the best keywords and it turns out they have affiliates creating lists. https://www.amazon.com/gp/profile/amzn1.account.AFYYQ37OBPSIG5YOXFXFHRHJISDQ
No doubt they will be targeting the review keywords next.

I've seen them in Review keyword SERPS for a while now - makes sense, get the affiliates to find KW's (as they have all of our URL's) then use Amazons authority to outrank affiliates therefore cutting out the middleman.

Reinforces the need of income diversification!