The next step obviously is to get Amazon and others to use BTC directly though. At the moment not many places use it directly, they use stuff like Bitpay. Bitpay manages it for them and they mostly don't really hold the BTC for long or almost at all.
Buying a prepaid visa bought with Bitcoin just to buy something from Amazon is a good workaround, but bad for adoption. It would be in everyone's favour to make the process simpler by accepting Bitcoin directly but i don't think that will happen anytime soon simply because of volatility.Most smaller companies are ok with accepting it because it is essentially an investment they're receiving and the amount of people ordering with bitcoin is small so its a relatively small risk.