The synchronization of browser tabs and history across devices is also very good nowadays, so if you look at some product on Amazon with your phone on the way home, you can continue the same browsing session on your regular PC right away.
There are also multiple profiles. That helps in case you have multiple Amazon accounts like one for shopping, one to mooch off your cousin's prime video subscription, and one to work with the AWS console for your workplace. I think you couldn't do that out of the box 10 years ago.