Amazon: a threat of imperialism or the promotion of independent publishing?

One of the initiatives Amazon has implemented to support its Kindle Store is the Quality independent publishing section which periodically dedicates an entire page specifically to an independent publisher, providing detailed news about the publisher and a special offer on its books (right now it’s Iperborea’s turn, but others will soon follow).
So on the one hand major Italian publishers complain about the predominant influence Amazon’s imperialism would have over the publishing industry. But on the other hand, a publisher like Iperborea views Amazon as an effective arena for independent publishers, who have never been given a similar space in the real world by the publishers referred to above.
At a guess, I think those like Iperborea are right, at least for now.