One of the core strategies Amazon employed to become a retail behemoth was offering low prices to gain market share at the beginning. Once it secured its leadership position, power, and market influence, it gradually started raising prices across much of its site(s). The hallmark of Amazon's strategy has always been to gain adoption, shift buyer behavior, and then continue to drive more business. This became the blueprint for many other parts of Amazon's business, including Amazon Web Services. In fact, according to a 2023 Liftr report, AWS raised prices for four consecutive years. Even as computing power costs have decreased, they have raised their prices.