They did? In what way? When I look at the online ecosystem for buying things in the EU, Amazon is consistently the one that can't promise I will get what I order, can't promise when it will come and can't make it easy to give them money. The only thing they do right is that they're theoretically cheaper, but then because you might get a product that doesn't work (and it's very hard to solve that issue to a standard that you'd expect as someone in the EU) the cost saving benefit goes right out the window.
Amazon took that to heart. Seems to have worked out for them.