The flip side might be that Alexa was ahead of its time, and that the ML capabilities werent there. But I bet Alexa spent more than OpenAI by a huge margin. Amazon's fundamental flaw is trying to solve innovative business problems with incremental improvement. This only works in operations heavy businesses, like retail and AWS. AWS is really just extremely competent operations on top of server management.
The whole company is a meat grinder, poor technical implementations with an army of SDEs keeping it running. It definitely works, they ship product, but the company is underperforming the S&P for five+ years now. Walmart has higher shareholder returns. They need to flush out the legacy employees and make room for hungry young workers.