I don't think most of the people who hate Amazon are life-long Seattleites. You're right that it's concentrated in places like Capitol Hill. But I don't think I've talked to anyone who like how Amazon has changed Seattle; at best they don't care.

Just my experience though, living there for two years -- I admit I haven't experienced every neighborhood or social group and might have a skewed viewpoint.

Several reasons, but I think the main one is filling Seattle with lots of people (programmers) that don't really culturally fit in with the rest of the population. There's also a lot of resentment about rent prices etc., but unlike the Bay Area there is one company (Amazon) for all the anger to be directed at, because Microsoft is far away in the suburbs and everyone else participating in the tech boom is tiny by comparison.