Eventually, management at Amazon will reel in its immense marketing and business development expenses and work to run a tight online ship that serves millions of customers daily at what could become one of the lowest operating costs per retail customer of any retailing business in operation. They're not idiots over there in Seattle. They're spending now. Bezos wants to gobble up as much of the online markets as he can. The pricing of many products online will probably follow a traditional curve that eventually leads to a few leaders pricing items slightly above cost and clearing a consistent profit.
Nobody wants to put others out of business by destroying oneself, too.
If anyone can do it, Amazon with its leading customer base can. That's providing that Amazon's business is executed successfully into profitability. Many businesses aren't. We did so for a few reasons. One, the business stinks.