This is a service for companies to use on transactions on their sites. Yes it is about data collection an machine learning. But Amazon as a reseller is a different animal than Amazon as a cloud provider. I missed the keynote where this was introduced, and the company that I work for is unlike to use the service (because we don't really have apps that lend themselves to this), so I don't know the specifics. It will likely be useful to some companies. Like it or not Amazon (reseller and cloud provider both) are really go at processing large amounts of data and predictive tech based on said data.