At first I thought this was a little odd, but then I learned that Amazon usually sends a team to CES. Given how well known the Kindle is, there's no need to put it on display. So instead Amazon comes to CES to talk to the developers who are there to show off their latest products.
I'm sure this kind of thing isn't all that uncommon, but it's not what I would have expected from the name of the show. This is a consumer electronics show, so one would generally assume that it was consumer oriented. No, there's actually quite a bit of behind the scenes activity going on that the press doesn't get to see.
For example, iriver bailed on me so they'd have more time with their partners. Also, know that the E-ink folks will be meeting with partners about new products. And yes, I tried to get permission to sit in, but no luck.
On the other hand, it is at least a little unusual to see Amazon listed as an exhibitor (as opposed to simply sending the team). Amazon's main gadget competitor's won't have a visible presence at CES. B&N comes closest; unlike Apple and Kobo, B&N will be exhibiting the Nook at one of the outside events (PepCom Digital Experience on Tuesday night).