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That's a great point. Based on how they do things, I can see them first rolling out with an existing coin and then launching their own coin as they figure out the process. This would sort of mirror how they got into cloud services and how they are in the process of moving from commercial delivery companies like UPS to their own internal logistics systems.

https://www.cnbc.com/2017/11/01/amazon-buys-crypto-domains-bitcoin-ethereum.html

Amazon buys cryptocurrency domains:
amazonethereum.com
amazoncryptocurrency.com
amazoncryptocurrencies.com

Amazon is definitely preping for the cryptocurrency and blockchain future