Sure, and in Amazon, you get a few tweaks that get the company a few bucks. It suspect the article wildly overstates the value of ML to Amazon.
Amazon's success seems to rest on: A. Attracting enough capital to get huge and stay huge with generally low margins. B. Being willing to slide into related businesses for extra-profits. C. Not jumping into one or another dumb trendy investments that would burn up all the capital they get from A & B.
Well, the memos might help B & C, for all I know.
Ten years ago, Amazon and Ebay split the ecommerce/storefront world. Ebay never managed to make themselves fully consumer friendly with hard guarantees and Amazon did. The auction-based, at-your-own-risk world is inherently limited and Ebay never escaped that - I wish they had 'cause then Amazon would have had real competition.