Oh, I see where you're coming from. You're right if we limit the ecosystem to just phones, phones, phones.

But, Amazon is kinda everything in the frigging world. The amazon phone would (obviously) tie to your amazon account. You could instabuy anything. They would make buying things from Amazon a first class feature of the device. Having the device (much like having Amazon prime) would mean you most likely spend more through Amazon.

I admit it's a magic fairy dust line of thought, but it's still quite compelling.

Suru, I need more toothpaste by Friday.

Same kind as last time, sir?

Yes, Suru.

By your command.