Just rumors with no official announcement. A rumor stays a rumor unless it is confirmed. And the rumor comes from the fact that Amazon bought a few domain names related to Bitcoin/cryptocurrencies, nothing more.
Have you ever think that Amazon may have registered those domains just as a protection against cybersquatting or similar? And it makes sense.
Yes, there is no official announcement yet from the amazon, but the good thing is once rumors keep on spreading it might trigger the amazon to really get into it. I think news are spreading to test wether there will be big demand and if majority would support once it happen. Just look at the bright side of the news, probably they are really working with it. It would be a good thing to bitcoin once amazon got started, the demand will continue to rise and probably the price also will pump.