It would seem that they can experience most of the benefit of AI without most of the cost; anthropic is operating at the frontier and shows that even while supplying the best models and token sales to enterprise, they lose massive amounts of money.

Amazon makes 60B+ in profit per year, they don't need to tank that by losing it on training AI / selling tokens.

There are plenty of open weight models out there for it to use with most of the benefit and very little of the downside.