I recently had my Goldfish card declined for a purchase of around 230 from amazon.co.uk, despite having previously made several smaller purchases wituout any problem. Goldfish claimed to have phoned me to check if the purchase was mine rather than fraudulent, but they didn't. I was forced to use a different credit card (Egg - who phoned within 30 minutes to check up on it).
Had Goldfish checked with Amazon, they could have verified that the shipping address was the same as the card address. However they didn't. I've raised with Amazon the fact that (at least for "one click" purchases) they don't ask for the three digit security code on the card. I've also complained to Goldfish. I await a reply from both.
Brian