None of those brands own a category!!! You can make money with any name if you put enough money behind it...branding is about owning a category in peoples minds to the point of them saying, "pass me a Kleenex, or just Google it, or make a xerox."
I'm sorry, but I remain utterly convinced that Coca Cola and Microsoft will come closer to ever owning a category than "that Amazon clone with the funny Japanese name they devote large amounts of homepage real estate to explaining", FedEx is definitely a verb, and the others all appear in "top brands" lists compiled by the people who make a fortune in branding.
And the brand becomes verb thing happens almost accidentally which is why, no matter how much Microsoft's branding team wants us to, nobody ever asks their friends to "just Bing it", whereas everyone "Xeroxes" stuff despite the xerography company in question actively spending to discourage the genericization of its trademark.
