If you have number of competitors, then the ones that automate things can lower their prices due to decreased costs - they will gain a competitive edge, when al

If you have number of competitors, then the ones that automate things can lower their prices due to decreased costs - they will gain a competitive edge, when all else is equal - as things tend to be in this industry (price and shipping are really the only variables, for the consumer) But, on the other hand, if there are little to no competition, like a monopoly, then Amazon is obviously free to just keep their prices and increase their margins.