That looks like above and beyond customer service to me.
Their LPs are somewhat fascinating to me in that they're publicly available and you can see how their actions fall into them. Well, save for "Strive to be Earth’s Best Employer."
They're very selective. Much of the Amazon web site is the opposite of customer obsession. I've yet to find a single person I know who agrees with their removing comments from reviews, for example.
Their search filtering is very poor as well.