Make sure you have an "amazon:B00xxxxxxx"-style identifier in the calibre metadata. Then use the Fix ASIN option in Quality Check.
Afterwards, the book options should have a no-longer-grayed-out Book Details link to the Amazon product page, indicating that it was successfully linked.
I believe it will also be linked through the Goodreads integration. (I have nevertested it myself, as I don't have a Goodreads-enabled device.)
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