To make it easier to buy stuff from Amazon. Right down to the "press dedicated button, get picture of arbitrary product you're looking at, get Amazon.com produc

To make it easier to buy stuff from Amazon. Right down to the "press dedicated button, get picture of arbitrary product you're looking at, get Amazon.com product page for it". Just like Apple making a closed ecosystem that deeply persuades users to buy apps from the App Store, music & video from the iTunes Store, store data on iCloud, buy more same-ecosystem devices, etc.