The fines are obviously not intended to bankrupt them.
Amazon had $7.8 billions in profit this quarter, 10% of that should hurt badly enough to course correct, shouldn't it?
It's worse than that. Almost all of Amazon's profit comes from AWS and its US business, but this fine is entirely a cost due to its retail business in the EU.
The operating income of Amazon's international retail business in 2020 was just $700m, it makes their entire European business last year overall unprofitable.