But is it? I remember clearly that back in the day, Amazon had grandiose plans of taking over everyday shopping for supplies and same day deliveries for groceri

But is it? I remember clearly that back in the day, Amazon had grandiose plans of taking over everyday shopping for supplies and same day deliveries for groceries. That was their play into Whole Foods, the Amazon Go store, and the interesting Amazon Dash buttons. In that kind of an Amazon dominated e-commerce space, Alexa perfectly fits in. Except now Amazon is under regulatory threat, and Jassy is not an Amazon Retail guy, so this vision was defenestrated. Now they're digging into the cloud space, their bread and butter, but ironically that may put the regulatory bullseye smack on the back of their head.