The problem isn't that they can afford it, but the fact that they have essentially implemented a vendor lock in for the majority of their products, and have implemented vertical integration in a way that they can very easily expand through acquisitions and their own product listings.

They have a monopoly on what people see when they want to find something, and can use that to point you to google properties, or should they expand into further ventures such as selling their own goods, move you away from other retailers.