Amazon already got a lot of attention from their amazon fire Y=Tv multi-media game system. So many of JUST THE controllers were pre-ordered (or so they say) that Amazon is delaying a lot of newer purchases ship dates until the 24.
This may finally be the first android entertainment device to cut into the gaming market without failing. (Well, there's no proof MOJO failed, but it's been awhile and we still don't have figures so I am assuming it flopped.)
You have to keep in mind Amazon is a big company and then there is the growing Amazon Game Studios.