Amazon first party sales are a loss-leader for highly profitable 3rd party sales.
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Amazon literally loses money on many of the branded products they sell. They make it all back and more through their marketplace. Amazon perpetuates the myth that they make no money to avoid regulatory and government oversight.
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Replying to @Molson_Hart
I'm pretty sure that knowingly pricing products below cost (even if you make money on it via a separate pathway) is a violation of the Sherman Anti-Trust Act. Price manipulation below cost to intentionaly harm a competitor is illegal. But its AMZN so its all good.
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Replying to @boyetter2013
I don't think they're doing that. They do it algorithmically too so it's a weird situation that the courts have not spoken on.
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That said, there have been times when they've done shady shit like this, see their purchase of http://diapers.com
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