[moca]

By running at zero profit margin, Amazon is essentially growing itself as fast as it can manage, i.e. reinvest every dollar. Its current revenue growth is even faster than Google. That ensures itself as the biggest ecommerce platform for years to come. If it wants more profit, it can certainly do it. I believe Amazon will eventually automate most of its systems, like using robots instead of humans for warehouse, and gain significant profit margin. Chinese company Taobao (like eBay) provided free service for 5 years, and gained dominant market share. Now it is hugely profitable.

On the other hand, Jeff is likely more interested in just growing the business than counting profit dollars.