Speculation: Amazon knows that the uptake rate will vary inversely with the personal worth of the user. And personal data is worth vastly more when it's about Mr. Rich, not Mr. Poor.
I think the reason the rate is so low is because they really don't want people thinking about how valuable the data they'd be giving up is.
That said, however much these companies offer in exchange for spying on you, it's always for the same reason: because they know they can take far more from you than they're paying.
I don’t understand the purpose. Couldn’t they turn it on for all users? Do they need extra permission? Or they are just testing user’s behaviour on seeing this so they could plan more intrusive thing?