It appears that Apple is excluding some people who purchased Macs from Amazon.com from participating in their Lion Up-To-Date program. Purchases of any new Mac on or after June 21st 2011 are supposed to qualify.
9to5Mac reports on a number of complaints from customers that Apple isn’t honoring the Lion up-to-date program for some Macs purchased on Amazon.com, with certain customers receiving a notice (pictured above) suggesting that Amazon.com is not an Apple Authorized Reseller.
This may be a clerical error on Amazon’s part, but it’s also possible that some customers purchased from a 3rd party through Amazon MarketPlace that may not have been an Apple Authorized Reseller.