Yeah, I don't disagree that AWS can survive without Procter and PepsiCo, but the point is that Wal-Mart is just trying to take a cut out of Amazon's bottom line

Yeah, I don't disagree that AWS can survive without Procter and PepsiCo, but the point is that Wal-Mart is just trying to take a cut out of Amazon's bottom line (however large or small). This is becoming an all-out war between Wal-Mart and Amazon and I think Amazon feels more threatened by Wal-Mart than a lot of people think. For example, Amazon recently cut the minimum order size to $25 from $35 for free shipping in direct response to Wal-Mart reducing it's minimum to $35. My guess has been that Amazon wants to continue to add value to the Prime program in the hopes that they can start to ratchet up the cost or create different classes of Prime to try and extract more profit. The more steps that competitors like Wal-Mart take to pressure Amazon's ability to cross-subsidize and raise the price of Prime, the harder it's going to be for Amazon to extend its lead in ecommerce.