Fine, forget putting those people to work on things that make money- have them innovate on 100 other projects instead of just this one that doesn't make money.
Amazon's innovation age is dead, imho. They are the Day 2 company that Jeff Bezos always warned about.
The other challenge though is doing 100 other things half-hearted. Perhaps they should be MVPing smaller ideas to see if they take flight, but ambitious projects always require substantial resources.
The complaint “this could have been amazing but leadership simply didn’t fund it enough” is another common gripe.
There’s definitely some craziness in the idea that everyone will order toothpaste with their voice and it will work well and replace an application to the point it will be profitable.
This is how you kill a tech company: stop innovating and fall back to simple “maximize revenue, cut expenses” MBA theory