Without judging the quality of Kaiser's care, consider that it makes about as much sense that a shipbuilding company is now a healthcare insurer as the fact that General Electric was a finance firm.
This is the root of the newsworthiness of Amazon's entries into new businesses.
A note for the healthcare shopper - I can testify firsthand and from doctor friends that their general healthcare is spectacular, but their mental healthcare system is in crisis. The state has repeatedly fined them for failing to provide "timely access" to mental health care (https://californiahealthline.org/news/kaiser-permanente-cite...), and their mental health care workers are going on strike not for better pay/benefits but for higher staffing and shorter patient wait times (https://www.peoplesworld.org/article/california-kaiser-menta...).
As a previous user of their mental health system I can agree from personal accounts. The system is a disaster and has been for over a decade.
Want to see a therapist? Wait is two months but we can prescribe you some drugs within a week if you'd prefer that. Feeling a potential serious adverse reaction to those drugs? We'll call you back in a month, maybe, or enjoy your ER visit. First time patient needing some new medications? Here is a three month supply, see you again in three months, hope they work out and you don't need any adjustments.
This is the root of the newsworthiness of Amazon's entries into new businesses.