Almost everyone? Amazon has duty to generate profits for massive amounts of shareholders, you can't be very independent when you are public with high market cap, there are just too many literally invested in what you do.
If you own a small shop, you are completely dependent on serving your customers. They will not buy the books you like, they will want the ones they like.
That is what we mean with indie though, just being dependent on selling to customers and not other things. Amazon is not indie, there are way too many people holding a stake in Amazon.
