I am not sure it’s a savior complex so much as clever marketing aimed at achieving a monopoly.

Many small businesses (the few that had survived the initial onslaught of digital commerce) will be wiped out.

Amazon has investors that are ok spending and even losing money to gain market share.

Sure amazon is hiring now, but just like uber or other big companies, the second that automation becomes viable (in Amazon warehouses, in addition to drivers) Amazon will fire all those workers (who need health benefits, time off, cause sexual harassment lawsuits, get injured, etc.).

Amazons restrictions on small sellers (which have been the backbone of its rise to success) further demonstrates their willingness to act in an anticompetitive manner.