In what situation is “itself" used which is coming right after the subject?
"Itself" right after the subject is used to emphasize the subject mentioned. Saying "Amazon itself.." is showing emphasis towards what Amazon is doing. If the word "itself" is not directly after the subject, it is used to refer to a thing or animal previously mentioned in the sentence. Here are some example sentences of "itself" being used directly after the subject. Ex: The tree itself grew tall and strong. Ex: The company itself is doing very well. Here are some example sentences of "itself" being used later in the sentence. Ex: The dog injured itself while running. Ex: The furniture is beautiful by itself.