To quote myself: “[B]usinesses and corporations are not your friends. They will seek to extract the maximum benefit from you that they can, and from others with whom they engage in business, consistent with their current set of business goals. This does not make them evil — it makes them business entities (they might also be evil, or might not be, but that’s a different thing).”
Note that Amazon can and may fight this in court. Alternately, it may choose to settle out of court, admitting no wrong, and change its in-app policies consistent to what the FTC wants from them. Which will it choose? I expect whichever one is (all together now) consistent with its current set of business goals.