You mean they provide self-funded insurance, or are literally underwriting plans? It's quite common for companies to be self-funded/"self-insured," but rely on a large payer like Aetna to do all the work.
If they cut out the middleman, they could negotiate directly with providers and Pharma, lowering the "fully loaded" cost of their payroll. It would be a massive savings.
Once they did it for 1M people, the hard work would be over, and they could sell Amazon plans to the public.