There is a lot of good that Amazon can do with their certification process - things like helping a developer figure out appropriate example phrases, or making sure that all of the appropriate fields are filled in (like providing a thumbnail for the appstore, etc).
Their weird pedantism about an arbitrary set of rules, however, serves only to scare off those of us who are actually interested in advancing the default user experience. Out of the box experimentation is frowned upon, and the result is that they're basically handing the ecosystem to the shovelware creators.