Bezos mentioned there's a pocket of air that forms a cushion underneath just before it hits, slowing it to 1 mph at impact. The older woman said she didn't even feel it.
Interesting. As other said, there were retro-rockets that fired. I guess I was just assuming the retro-rockets would be more pronounced - like the gentle landing that the rocket motors perform. Good to know that this wasn't as jarring as it looked.