Isn't it a kind of self-fulfilling prophecy? As in, Amazon make a loose prediction about what you'll want to buy, but the hook of having that one available within 1 hour biases you to be more likely to buy that item. Then Amazon get to say "we're amazing at prediction!" whereas they're actually amazing at altering customer behaviour. Which isn't to say that that's a bad thing, it's just a bias which needs awareness.