It is your end, and your definition for that particular website.
If you want to get to real safe:amazon then you need to use web of trust where community collaborate which site is the real deal, and which site is a malware. Plus, amazon would give out their actual credibility address, and you can compare of the two. If it matches, it is the real amazon. If it is not, then tag it as malware, and inform the web of trust community to avoid it.
I use WoT extensively when I look for new websites, and ensure their scripts are not malware. WoT is an amazing tool.
Edited: https://www.mywot.com/