The wave of frugality marks a distinct departure from the approach taken by Amazon founder Jeff Bezos, Jassy's predecessor, who was known for greenlighting experimental projects and giving employees extended runway to develop them, even if they burned cash along the way. Grand Challenge was one of the hallmarks of that era.

Bezos launched Grand Challenge in 2014 as a way for Amazon to tinker with riskier projects that may or may not see the light of day. Grand Challenge was the brains behind a pair of connected eyeglasses equipped with Amazon's Alexa voice assistant and a machine learning tool for analyzing medical records.