Re: "What will it take for Amazon et al to create their own, secure CPU?"
"That would mean everyone would have to get replacements for any and all legacy apps, which is nigh on impossible for many companies.
ditching X86-32 might be a a good solution, it's not a viable option I'm afraid."
Folks were running x86-32 apps on UNIX with SoftPC in the 80s.
Folks were running x86-32 apps on DEC Alphas with FX!32 in the 90s (I found that a very low end Alpha PC166 most apps were *quicker* than they were on a PPro-200 - and the stuff that wasn't was only 5-10% off).
There is no technical barrier to emulating x86 at decent speeds in 2018, the only blockers are ignorance, politics and lawyers (licensing).