I find it interesting whenever articles make it sound like a personal decision by Jeff Bezos, when he hasn't been CEO for nearly 4 years now. Based on all of his other exploits and interests these days, I would think it's pretty clear that he doesn't do much with day to day operations at Amazon anymore.
It’s pretty common thing to refer to the company and the owner somewhat interchangeably. He might not be CEO but he’s definitely in on these kinds of major decisions.