Guess that's what commerce should be about, cash instead of margin. Aldi, a pretty big german discounter of grocceries, works that way and became huge. That they are loosing right now against "new" entrants is a different thing.
But having seen time and again profitable companies struggle in time of crisis simply because they run out of cash, I'd rather back a company like Amazon.
Unless you have some blue chip giving out dividends, no one cares much about profit.