It isn't unique to Amazon, and it isn't unique to some fool in HR. Anyone can make this mistake, but having worked at Amazon before, its ALWAYS this mistake.
The size and speed that Amazon works at requires every level of employee to constantly push. Workers have to get their scan rates up so boxes keep moving. Supervisors need to continuously load/unload trucks. Management has to push the rate boxes get out the building. And so on. A never ending push for numbers and numbers.
The purpose is to justify your job and justify your next job. There is no good enough. Even if you are the top building in your area, you must justify why there isn't infinite improvement from the last quarter, from last year.
So, now you get HR, Management, Admin, Training, IT etc departments trying to justify why they aren't on a path to infinite growth and productivity.
This means PROJECTS.
Projects are the justification. Why didn't we see improvement? We were rolling out a new trial run of some sorting technology. We were rolling out a new floor layout to improve throughput. And yes, We were rolling out a meditation program to encourage our workers to maximize their productivity.
It's not important that the Project succeeds. In fact that is beside the point. The Project is a scapegoat. Waste as much money as you want, and waste as much time as you want. As long as you have a new bullet point on your resume and can spit out some BS numbers, this then not only justifies your current job, but lines you up for the magical next one, so you can jump ship on all your BS half done projects and go to some higher level of the same routine.
This is not just Amazon. This is every corporate environment I've seen.