I guess this is making a virtue out of necessity. Amazon is clearly behind other tech companies in deep learning, so they are calling it "low-key." I used to work on the retail side, and their prediction process is pretty bland. They use an off-the-shelf neural networks, but they don't know how to do modeling, so forecasts are inconsistent. I am sure they will try to incrementally solve the problem, but proper modeling is foundational to predictions so I think it will be a long time before it is resolved. Like I said, it is about average in industry.