There is actually a long history of speculation about Amazon talking about taking bitcoin, because their CEO is an established libertarian and everyone in the bitcoin community knows and listens to him. (Or at least used to.)
He may be a libertarian, but first and foremost he is a capitalist, and a bad ass motherfucker one.
If i where him i would have done the same. Soon we will see Exchanges offering BTC/"AmazonCoin" transfers , and those would not even be regulated by FinCen. Win-win.
Anyway, for weeks we've been hearing that Amazon was going to launch their own "coin," so putting two and two together was a mistake made my tens of thousands of people... Let's just say our hopes were a tad bit... Higher.
This will raise your mood if you haven't seen it already:
https://bitcointalk.org/index.php?topic=200115.0