I was actually just discussing Amazon with my wife from the consumer side of this. I have Amazon Prime, but everything I just ordered online around Black Friday is intended for Christmas. I really don't need it delivered in two days, certainly not at the human cost we read about. However, I don't see any real (other than moral) incentive not to order it as a Prime shipment, and that is the default option.
I wonder what impact it would have if Amazon were to not set 'Prime' as the default shipping option, or offer discounts on non-prime shipments for Prime customers.