As a 10+ yr adtech veteran, that's exactly what this is. It's free marketing to say they're not marketing. It's happened before in various ways several times (

As a 10+ yr adtech veteran, that's exactly what this is. It's free marketing to say they're not marketing. It's happened before in various ways several times (with Facebook, Youtube, etc) and always dissipates eventually. Nobody wants the duopoly to turn into a Google monopoly. Meanwhile it's great for remaining advertisers who have less ad competition and Amazon's growing ad business.