...It's not amazon selling it, they're just delivering it....
Well...yes and no. They're not the company that owns the products being sold but they are the company lending their name, reputation and website to "Advertise" the product. As such I'm sure they must approve all ads. If you own the company doing the advertising it is ( or should be ) your responsibility to make sure that the product claims are legit.
I think it safe to say that "Amazon" is pretty much a household word to most Americans with access to the internet. "Securitying" on the other hand is just something written on the lamp by the people making most of the profits from the lamp being sold. All said, Amazon undoubtedly makes profits from the sales of the products being sold on their website and so ( IMO ) Amazon carries at least a partial responsibility if they allow ads to be overly deceptive or outright lies.
In the USA, no one should be able to pass the buck when it comes to business ethics or have we all suddenly contracted Alzheimer's and forgotten all the "White collar crime" of the past few years. Sorry, I just finished watching a hand full of episodes from the series, "American Greed". Some of those stories are absolutely horrible. Forgive me but as an American I expect better from American companies.