it is equally easy to go from low to high margins
11 Notes on Amazon
Nicolas Colin

Agree if you talk about (a) net margin, not if you talk about (b) gross margin
(a) Amazon increased their capex overtime to ensure growth & amazing UX, they could stop and increase their FCF
(b) it’s hard to increase price: lots of companies overestimate their lock-in and underestimate their competitors’ ability to launch price war.

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