This is a minor improvement in packaging. It's not automated picking, which will be a big deal if Amazon cracks that. They've been trying and failing for years now. Amazon gave up on their robotic picking challenge after 2017. Here's the winner of the last challenge.[1] Way too slow and not reliable enough.
Amazon has about 100,000 robots now. Most are Kiva machines, moving storage racks to human pickers. Here's what that looks like.[2] The pickers stay in one place, take things out of bins brought to them, and put them in outgoing bins. A laser pointer tells them what to pick. That's almost 10 years old, but Amazon has not yet been able to replace humans in that job.