From what I know have seen some of this is just an illusion. Alexa has been around for a while. The idea must have been around for a while. It probably doesn

From what I know have seen some of this is just an illusion. Alexa has been around for a while. The idea must have been around for a while. It probably doesn't take them any less than it'd take anyone. I don't think there's a mystery to the engineering side. "Amazon's Next Mission" is just marketing speak. To their credit, they are willing to invest in expanding their products and finding adjacent markets. That's really hard for companies to do and where Amazon seems a little different in the way they don't seem to care at all about profit. If you don't care about profit you can do a lot of things that otherwise are difficult.