The rules you posted addressed purchases and exchanges, it said nothing about orders lost during shipping. The poster met the conditions listed with their purchase. The loss situation was neither a new purchase, nor an exchange, so none of the information you posted has anything to do with the issue.
In fact, if you read all of
Amazon's Help section, you won't find anything there at all about lost shipments from them, for any type of order.
That's because they have this lovely clause buried in their "Conditions of Use":
RISK OF LOSS
All purchases of physical items from Amazon are made pursuant to a shipment contract. This means that the risk of loss and title for such items pass to you upon our delivery to the carrier.
Now, if you buy a $500 TV and it gets lost by the shipper, how are you going to feel if Amazon invokes this and tells you they won't do a darn thing about it? (It's happened - Google it). Are you going to say "oh well, it's written in their rules!" and just let it go? That seems to be your position on everything.
How many folks here even realized that Amazon has this clause?