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I don't think this can be a universal change. There are some sites where opening a new window within the existing window can lose important info. For example (and not a particularly good one), if you were posting something on a forum and you hit a link for more emoticons, on a regular browser, it would pop a new window. If Amazon changes it to like you propose, the emoticons panel will pop up, and you will lose your post data.
The better alternative is only one extra window, assuming it doesn't tax the system too much.
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