Why should I as a customer want to return profit margin to them? I'm only interested in finding the best deal. It's irrelevant to me whether the item ultimately sells for a profit or loss, I only care about MY bottom line. Not Amazon.coms or anyone else. I go where the best price is. Period. Which is why I buy blu-rays from anywhere (but same applies to games or anything else). I will only buy during sales, or clearances, or if I have a coupon. Doesn't matter whether it's Fry's.com. Deepdiscount.com. ImportCDS.com. BestBuy.com. Target. ANYWHERE. I will buy from any legitimate retailer at any time if there is an item I want for the right price, there is no reason at all for me to be loyal to just Amazon.
Obviously there are realities with shipping. It is not a mystery why Best Buy could not continue to do free shipping with no minimum as they had for a couple of years. I voiced my displeasure with that, but obviously I've known that would inevitably be temporary (my attitude with that one was more of a "it was nice while it lasted", and believe me it was very nice). With Amazon, they've been $25 for as long as I can remember, like decades, so moving to $35 is sort of a big deal.