Allowing AWS to print money, resulted in adding nearly $150 billion to Amazon&#x27;s market capitalization.<p>Investors have placed an immense value on AWS in the last year plus, since it was revealed how much operating income it was spitting off.<p>Bezos had been looking for a higher level cash machine (AWS has seven times the margins of retail) for a long, long time that he could utilize to step up to another level of financial capabilities and competition. Something that might sustain his ability to fight with Google and Apple. Fire Phone was meant to be that for example, which is why they attempted to charge premium prices; they thought they could slice off some iPhone type profit out of it.