[downandout]

Interesting. The bit that they are talking about is this:

"In addition, you must not use a link shortening service in a manner that makes it unclear that you are linking to an Amazon Site"

First, your own server is (arguably) not a link shortening service as long as you don't offer that service. Second, if you were really worried about it, you could register a domain for your site called, for example, forwarding-you-to-amazon.com or fantastic-amazon-deals.com, link to it, forward from there. It seems to me that this would be compliant. That couldn't be any more clear that people are going to Amazon.com.