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There was some talk of this on HN a while back, where the marketing theory presented was that there is a noticeable increase in sales if the customer walks away from a sale but is then later reminded of the product they almost bought.

From my experience with retargeting it drives amazing lift in conversions. A lot of platforms allow you to do this dynamic ad placing where you show the recently added item in a cart, but not purchased.

Also, let's not forget that Amazon is obsessed with testing, I am sure they have troves of it to back up everything they are doing.

I walk away from purchases plenty of times not because I don't want to buy the thing I searched for, but because something more pressing comes up.

Reminding me about the thing I was about to buy is very likely to get me to buy it in those cases.