You made a good observation and it is not obvious, but the following may be of interest to you.
If $z=1/a=q^k$ for some positive integer $k$, then $\sum_{n=0}^k \frac{(a;q)_n}{(q;q)_n}z^n = 0$ and also the terms of the summation for $n>k$ are zero because then $(a;q)_n=0$.
Perhaps this makes the identity more plausible for you.