He already uses member-type strategies to get people to use Amazon, like coughing up $100 up front to join Prime and get free shipping, firestick TV, free e-books etc.
Amazon Bucks can't be too far behind, especially given the accounting perpetuity aspects of blockchain technology. In fact, I wouldn't be surprised if he also owned the entire "distributed" network of computers. I'm no techie or know if this is even possible, but I'm sure control freaks everywhere drool over this possibility.