I think it’s possible that Amazon’s support of Atmos Music may actually give it a real shot at being successful. Atmos works on headphones and many devices even the new iPhone support Atmos Music.
I personally use a Roon Ready Atmos Pre/Pro for my primary 2-channel music listening. It would be fantastic if Atmos Music tracks streamed from Amazon through Roon to my Pre/Pro could automatically take advantage of all 13 speakers in my listening room.