It's an interesting point in time for music streaming. Is Amazon trying to improve the quality of music streaming by implementing this new lossless service (and thus attract us audiophile-types) or is it simply trying to expand their revenue stream from mid-fi music listeners that will likely just stream to their Echo Dots, phones, etc...? My guess is that their prime motivation is to sell more Amazon devices, but are they trying to steal customers away from Tidal, Spotify, Qobuz, Apple, etc... or are they trying to attract new customers into the streaming marketplace? Or just get more $$ from their existing Amazon Music service customers?
Personally, I'd love to see Roon integration because Roon has done a remarkable job with their UI, Tidal/Qobuz integration and wide endpoint support ranging from mid-fi to top-of-the-line audiophile rigs. Amazon's approach really hasn't expanded the endpoint potential beyond what they previously served via their MP3 streaming. Or at least, not yet. My guess is that the audiophile market is barely a blip on the Amazon radar.
I'm sure I'll give their 90 day trial a spin, but my guess is that from an audiophile's perspective, it will become clear that we are not the target audience.