The thing is - if Google and Microsoft keep pressuring Amazon on price, its possible that they could run Amazon out of cash and into a crisis all other things e

The thing is - if Google and Microsoft keep pressuring Amazon on price, its possible that they could run Amazon out of cash and into a crisis all other things equal. The large numbers that Amazon is running up could actually work against them in this sense. It will be interesting to see how Amazon responds - do they raise prices in their retail operations to raise more cash?