I agree the benefits that Amazon is aiming towards, could easily be gained by an app. I like the idea of database of coded objects, but only if the database can reach a scale that it becomes useful for purchases of highly technical objects/products.
For instance, today if a consumer owns a S4 and becomes interested in a S5. A consumer can go to a search engine and compare the two, read a few reviews, specification and decide. But all this requires a point of reference or first-hand product experience, or at least identifying a product's name/model. A database can help in the identification process, but 100 million objects is not a huge figure, considering that just the internet is expected to communicate with 50 billion objects by 2020. Imagine all the products that already exist.