I totally agree that Amazon knocked it out of the park.
Consider the state of Windows Phone right now.
Microsoft announced in June that WP7 devices were essentially EOLed and would receive only one more (insignificant) update and then essentially be functionally frozen. We go through all of July and August with no real news. Early September, we see new WP hardware with no ship date or pricing.
Meanwhile, friends ask me about my WP. "Should I get one?"
I ask them what they're looking for. Most want active app development, most plan to keep their phone for at least a year.
I'm stuck. I cannot recommend a WP7 device, since they're unlikely to see many new apps once WP8 ships. I cannot recommend a WP8 device, since I don't know when they're shipping, how much they'll cost, or what carrier they'll be on. I can encourage them to "stick with what you have for now and wait another month or two," but that's barely long enough to get to the WP8 announcement (if the late October rumor is to be believed).
By that time, there will be a huge squadron of interesting new Android (including Amazon) and iOS devices out. Those friends want to buy now, and if they're going to wait, they want to know when the new stuff actually ships and how much it will set them back. They don't care about excuses or rationales.
Amazon gave people a demo, a date, pricing and the ability to pre-order. Brilliant move. They can release later and still cash in on up-front customer interest.
Nokia gave people a demo, no pricing, no date and no ability to pre-order. Not-so-brilliant move, especially when one considers that they and Microsoft essentially advised the market not to buy the present handsets, which are facing functional EOL.