SAN FRANCISCO (AP) — It's been a complicated few weeks for Amazon, what with its abrupt pullout from a massive New York City development, extortion claims related to intimate photos taken by its founder Jeff Bezos and increasing antitrust scrutiny in Europe .

For now, these events seem unlikely to pose much threat to Amazon's brand or business. But they're indicative of the mounting challenges the e-commerce giant faces as it grows ever larger and more dominant.

Amazon's turn in the spotlight is a natural consequence of its prominence in retail, entertainment and internet infrastructure, Wedbush Securities analyst Dan Ives said. "As you get bigger and more successful, you have more of a target on your back," he said.

Amazon did not return a request for comment Thursday.

Few analysts believe Thursday's reversal in New York or the previous week's dust-up with the publisher of the National Enquirer will have much impact on consumer enthusiasm for Amazon's broad product selection and services or its fast shipping. Bezos has accused the Enquirer of "extortion and blackmail " for threatening to disclose revealing personal photos unless he ended his private investigation into how the tabloid obtained his private exchanges with his mistress.