The model is wrong. From the summary it looks like the button will associate with given set of branded products being configurable only in size and quantity. That is fail for me, because my brand is always best price for acceptable quality, which varies. But if and when these buttons become generic and completely configurable, perhaps making use of some sort of rule writing mechanism, to where I can point it intellegently to anything in the Amazon marketplace, then I've found my first use for the now only fantastic internet of things.
When you make tools for people to use to make their life easier or better, that's a win. If you make a tool to tie people to your brand (Fire Phone), branded button, that's fail.