It's probably a pretty complex beast with the weight and inertia of a core system that's been continuously in production through 20 years of growth. They probably continue to invest heavily in it, the ROI is there, it's just a really hard problem for them at this point. Their engineers probably curse its limitations and would love to rewrite/replace old and outdated parts, and indeed there will be teams working on that, but those projects will either die out or spend so much time reaching feature parity with the bloated existing system that it ends up looking much the same.
I'm pretty sure that it's true that someone who buys a vacuum is much more likely to buy another vacuum. It may seem counterintuitive, and may not be true for you after you just bought a vacuum, but I see no reason to believe that Amazon's algorithm isn't working properly and giving Amazon a lot of value.