Amazon local - does anyone know what this is?

I have been an amazon (www.amazon.co.uk) customer for a number of years not put off by documentaries showing the pressures of the workforce but sold on the range of products and price. The store and corresponding services have grown beyond recognition from the original offering swallowing up businesses along the way. Since the start of this year I have seen a new product splattered all over my inbox from amazon for Amazon local. Why I have started receiving these emails I am not sure and the value proposition is not clear I assume it is more of the groupon type discounts that I steer well clear of. As a frequent amazon customer I would have expected them to value the position of the brand and not want to risk this with an existing customer base but they seem to have decided to start pushing this new service uninvited. As it is clearly still amazon I will associate it with the main company but at the moment as I have no idea why I am getting this or how it meets any consumer need I have the only impact it is having is annoying me and threatening the value I put on the main amazon brand. Epic fail.