As the article points out, they don't. By running the business this way they are constantly building / growing new businesses but during a downturn they just build more slowly (rather than lose money). It is a very different way of operating but one which has provided some interesting benefits for them. Nominally a business uses profits to either pay dividends or fund unexpected opportunities (like buying some small company or what not) Amazon doesn't pay dividends and they invest every dollar they make "extra" back into the business to increase the total number of dollars in the pipes. They don't need to turn a profit, they just need to manage their investment profile to their revenue forecasts.
Interestingly enough, after reading that, I realized that Google doesn't stand a chance in hell of beating them at commerce.
Interestingly enough, after reading that, I realized that Google doesn't stand a chance in hell of beating them at commerce.