Amazon literally has a research team focused in hiring, and they run A/B experiments to continually improve the process. The current interview format is not a cargo cult, is a high refine process through the years.
Is it perfect? hell no, but it isn't the mindless copycat people make it to be. They have actual data to back up what works and what doesn't, although it might take several years to happen (like when Google finally dropped brain teasers).