> But actually, Amazon, Apple etc aren't natural homes for this, they don't need to burn money to chase it.

Amazon is the biggest investor of AI of any company. They've already spent over $100b YTD on capex for AI infrastructure.

This is "shovels" they rent out; very different then research investment.

To do what for that money? Write summaries of product reviews? If they wanted to do something useful, they'd use the LLM to figure out which reviews are for a different product than what is currently being displayed.