If, like me, you don't like their rules, you leave their site. Money speaks.
I was earning less than 50% (probably less than 30%) sales on Amazon since the start of Indie publishing, so my decision to pull my books from Amazon was easy after they demanded my phone numbers (I live in Australia). I said NO.
So, I pulled everything off Amazon a few years ago, and uploaded through D2D. Most of my ebooks are back on Amazon now via D2D and still not selling. My ebook sales come via B&N, Kobo, D2D, Smashwords store, etc. My print books are selling outside Amazon sphere of influence, but I get the odd sale inside Amazon.
I care about my readers. And building my email newsletter list one reader at a time.
I really don't care about Amazon, since I can't buy anything from the US store, and last time I looked, there is only about 10% of goods for sale in the Australian Amazon store.