You really can't compare profit margins between a retailer and a software company. Amazon books the full price of the products it sells as revenue, but must pay most of that to its suppliers, whereas the marginal cost of most of Google's products is very near 0.
Prime is really a killer feature. I'll find myself ordering things I never would have dreamed of buying online, or possibly at all (because I didn't know it existed). And this from someone who balked when Amazon first started selling things besides books!. Living in a small town might be a factor in this, however.