Amazon acquired a mapping startup and built out a full 1st party maps product for the FirePhone launch. I'd assumed that was discarded along with the next-gen FirePhone - but it's possible bits and pieces of that effort ended up being integrated into this offering.
If I had to guess, the maps stuff was rolled into the app for delivery drivers. This offering is probably a spin out of the backend for that, since it seems very focused on asset tracking and route optimization.
