Amazon will never do that, because it can't. It's in retail. Retail is and always will be a low margin business.
Is there an example of a large retailer that doesn't manufacture its own goods that has profits in the double digits?
http://management.fortune.cnn.com/2012/11/16/jeff-bezos-amaz...
I know that I find it a pain to shop elsewhere now, not just because of price, but because I've grown so used to the reliable delivery times of Amazon/Prime. I know almost to the hour when my packages are going to arrive. That's a killer feature worth at least a moderate bump in price before I'd shop elsewhere.
what would you rather invest in (assume there are no costs other than inventory to keep it simple).
A store that has $100K of inventory that turns inventory once a year with a 20% profit margin
or
A store that has $100K of inventory that it turns 10 times a year with a 5% profit margin
tell that to apple.