[amitagrawal]

That's probably one of the reasons why Amazon has been undercutting almost everyone time & time again. With their razon thin margins they have nowhere to go but up. Even when they don't go down as much as the markets think they would their stock goes up.

Other retailers & technology companies don't have that luxury. They can't lose money at the cost of margin contraction or market share expansion. Heck, they can't lose money at all the way Amazon has been doing since its inception!

It's high time Bezos repeated the "Steve Jobs's mistake". Not that Amazon shareholders want them to.