Amazon obviously has an interest in turning a profit. The main different is incentives. A private company is generally structured better to remain competitive

Amazon obviously has an interest in turning a profit. The main different is incentives. A private company is generally structured better to remain competitive and efficient as things change. Think Amazon is getting too big to remain agile? They basically aren't making a profit (they are continually reinvesting instead), as you say. Reinvesting in new strategies is probably the best evidence that a company IS competitive.