If you think about industry/categorical margins, the new rates more closely reflect them. As others have pointed out, the more appealing prior rates were to enc

If you think about industry/categorical margins, the new rates more closely reflect them. As others have pointed out, the more appealing prior rates were to encourage people to "push" and advertise products in categories that amazon wasn't a dominant player. They are now doing better so they have let off the gas on those products; they don't need to advertise them as much.