It's not a "front" for that... that's literally what it is.
They're already selling Kindle and Fire devices in the store from what it looks like (presumably Echo as well).
All the Kindle devices (which I'd say might be the highlight of going to the store -- if you've ever wondered what form factor / features you wanted, and were a bit timid from guessing and buying online -- drop by the store and find out first-hand), and the Echo device (dimming lights as a show of strength to an entertained audience), and some other things like headphones and AmazonBasics bluetooth speakers...
...and a bid to be in every airport. This is tailor made for a better experience than a Hudson News in the target demographic.