Rumor has it they're working on an Android tablet, which would probably involve some sort of content production.
http://www.engadget.com/2011/05/23/amazons-android-tablet-co...
http://www.engadget.com/2011/05/23/amazons-android-tablet-co...
Plus, with games like Bejeweled or Plants vs Zombies, it's not exactly hard to duplicate in a matter of weeks and get rid of that exclusive edge.
(1) Amazon's central business is the store, and something like this could be a loss leader to help build the Amazon Appstore vs Google Market.
(2) 90% of the value in these companies would be lost if you lost all phone sales (hence Rovio's short term exclusive on AB2).