Amazon and Jeff Bezos have zero interest in profiting from this new product. There is a meta strategy Amazon is deploying for the long-term that involves it becoming the "internet of things." Essentially, every piece of data Google or FB is not privvy to, Amazon wants for use as leverage. They release lots of products based on razor thin margins for that reason. They've been selling the Kindle at a near net loss to sell you software.

To me, this product release seems to be a set up for a larger move. Gee, I wonder what sorts of products they could release / create using all that sales / merchant data they might not have otherwise had? Hmmm...