You can't call yourself Jeff Bezos or Amazon in New World. Try as you might, there's only one bald icon in this game. That's no exaggeration - players went out and found a Bezos lookalike! Still, people used clever ways to get around the ban, but Amazon has caught on.
One user called 'Jeffrey P Bezo' posted a picture on Reddit where they have been asked to rename their character. It's not a 1:1 of Jeff Bezos, but it's pretty close. They even got the 'P' for Preston in there.
While it has worked for a while, it looks like Amazon is starting to scour for these sneaky workarounds. If you found one, expect a similar prompt soon. Beff Jezos might not be as airtight as we all thought. Others have jumped to offer alternatives from Jerffy Besoz to Joffrey Baratzos, but the poster went with ol' reliable - their usual name 'Cambrooke'.
However, it looks like Amazon's policy extends beyond calling yourself Jeff Bezos. The user went to customer support to ask why they had to change their name. According to them, "using real people names is offensive as per policy." This means you cannot "impersonate any employee or representative of Amazon." You also cannot "reflect, glorify, or emulate any real-world group or organization, terrorist society, criminal elements, discriminating organizations, or their leaders and figureheads."
Using different spelling or numbers instead of letters also counts toward breaching this rule, hence the name change. However, the user in question didn't get any strikes on their account, although Amazon employs a three and your out rule - permanently.
Another interesting question has come about because of this which is whether Amazon will implement purposeful name changing in future. The means are evidently present, so some are wondering if there will be a way to do it themselves. Nothing has been said so far, but MMOs, game platforms, and other services have added name changing post-launch before, so it wouldn't be out of the realm of possibility. Nonetheless, it's just as likely to have a price tag accompanying it.