I am not so sure this is an accurate analysis? Notably, a major thing that kept it so that retail made no money, was the massive expense of expanding the retail operations. That is, expanding retail footprint is a massive cost. And you have to expand if you want to reach more customers.

This is different from AWS where your reach is essentially "all of the internet" for anything that you launch. But this really just meant that reinvesting the revenue from AWS was harder for them to do, compared to revenue from retail. As a result, they didn't. Not nearly as aggressively.