Yes, Amazon is doing it wrong. But the much bigger problem is that your bank lets fraudsters impersonate you using easily obtained information such as your name and address. It is completely backwards that you need an impenetrable wall and moat around the place where you buy books and groceries, because, once you get past it, then the place where you store all your money and get your mortgage is as easy to penetrate as a piece of tissue paper. The root cause of all identity theft are the incredibly lax security policies of the financial system.