I am curious if you ever worked retail before moving into tech? I did and the experience was very much out of a hollywood comedy sometimes. We had all kinds of labels for the buckets of customers but by and large the biggest one was the chatters. Mostly "old" (though now that I myself am "old" I would reclassify them as middle aged) people that wanted to talk to you. About their family, about their hobbies, about their doctors appointment, about every single possible option for their purchase decision, and then they would MAYBE buy a diet coke before leaving.
It was infuriating as a teenager just trying to get the job done so I could slack off with the cute crewmembers or read the backs of the video game boxes for the umpteenth time, but now that my social circle has dwindled to wife, children, acquaintances, and work I get it. A deep creeping loneliness when you have no one to talk to and in my case all the money in the world that younger me never could have imagined.
It doesn't shock me at all that Amazon would want a way to engage older, generally more wealthy, people and I am sure their expectation is that if successful it would lead to significant sales increases or at least mind share capture for their platform over their competitors. Here's to hoping that they are successful for the sake of the lonely in the world and that they enjoy their 1000% increase in diet coke sales.