Did Alexa fail? My parents have those little pod things all over the place. To be fair, they mostly use them to set kitchen timers and turn on/off the christmas tree, but still.
And consider things you want to reorder like dish soap or some other consumable (diet coke maybe). Do I get something unexpected? Or do you have to fill your Amazon Pantry order.
Some people use Alexa to create shared shopping lists or a shopping list so. I think there could be some innovation there where amazon post-processes it for deals etc... not sure if they do that.
Also the Amazon website itself is just a mess. Customer support is hard to find. They really have a ux problem.
It gatekeeps phone support really hard.
Where is the money in that?