It's absolutely Amazon wanting their own "Game of Thrones", they had to get "Lord of the Rings" in the title for maximum brand recognition and exposure.
I watched the two longer trailers, quite liked them in themselves, at least more than I expected to. However, both are selling the atmosphere of impending doom/threat - which makes sense in any trailer, you want to create tension and anticipation. However, this is a prequel to LOTR and the Hobbit, which does make it a bit of a damp squib: you know where is is going. I appreciate that it takes place thousands of years prior to either but there's still a similar issue. I suspect that the GoT spinoff which will debut this year will have similar challenges.