Amazon is a large entity with complex processes. Firing one of the people involved in implementing those processes does not make things better for users or affect how much power Amazon has in the situation.
Someone implemented this process, as well as the policies that drove it. They clearly needed an incentive to think through the PR consequences (if nothing else) before imposing their incompetence on a paying customer.
Firing people for negligence in similar situations would likely have had just such an effect.