As we've discussed previously, the Xbox One will have two types of achievement. There are gaming achievements, like you've always had, but now there are also media achievements, designed to reward you for spending time using your Xbox One for other stuff (and, ultimately, spending more money).
This image is our first look at how they're actually going to be handled.
It seems the two kinds of reward aren't in any way linked - Microsoft's talk at E3 indicated they'd be kept separate, and didn't talk much about it yesterday - but what you can see in the shot above says pretty much all you need to know about them. They're so stupid, and will surely be something most people only pick up by accident.
Unless... oh yeah, at E3, Microsoft also said there'd be "benefits" to gaining media achievements. That second Amazon achievement surely hinting at what some of those benefits might be.