[petra]

Amazon's end goal is to be the place where a large share of consumers , many who aren't so much cost concious , buy everything.

For repeat orders, for small orders, for ordering a taxi, for ordering a repair man, for ordering specific things("i want the same earphones as my friend"), a voice chat may be useful. People don't want to research everything.

Or what if Amazon build a voice personality that people really like, and by extention, really enjoy getting help from when buying stuff ?

Furthermore, it's a bet. It wasn't so clear, at the advent of mobile, that so much ecommerce will happen there, instead of the big screen. but it did. People changed their habits. It's also not clear with voice, but it's hard to tell.