They thought Alexa will enable users to buy more from Amazon just by voice. But most users turned out like me. I would not spend a single dollar on Amazon without actually seeing the item on my mobile or desktop. I wouldn’t even add to cart via Alexa. That’s not an ideal user for device and service that requires hundreds of millions to run.
You saw this with Amazon Dash buttons too. This idea that users would just go "Hey order me some more Tide" and Amazon would just do the right thing at the right price like some sort of intelligent personal assistant. Which it by no means is.