Amazon is pretty generally user hostile. We see it in their corporte behavior too. I think for that reason culturally they'd struggle to design a device users want to interact with.
https://news.ycombinator.com/item?id=14149986
We all wanted an experience as simple as interacting with the human at Whole Foods checkout OR the robot at the self-checkout, but what we got was this cacophony of anything but what you came here for that is amazon.com and most modern software design.
People wonder why I long for Amazon Go years after I left Seattle and recommended that approach to various retail executives.
Is there any better way to subvert retail than to promote stealing the merchandise as the ultimate UX?