Even given your second point, I would argue with the first, given that I think that globally, the company is more thought of when someone sees the word "Amazon" in 2020 than the rainforest.
So it's not AMZN that wants to own the word, it's South American countries that want to do so, even though they have no more right to it than the company.
They had the word first. That is a compelling argument.
Imagine I start a company today called "America" (I'm in the UK). My business is wildly successful and grows to the point of being a global unicorn that can afford gTLDs. Should ICANN allow me to own .america? A lot of people would argue I shouldn't..
That's not even the important point. Ownership of a domain name doesn't have to do with who is more of the owner of the name, nor whether the name is "etymologically pure", or whose use of the name is more popular. The entire right to own a domain (or TLD) is based solely upon ICANN's Uniform Dispute Resolution Process, and any established case law which exists in your particular jurisdiction. So this thing that the majority of the world's communication and commerce is dependent upon is adjudicated by a private entity in a single country that makes its own rules.
