I have absolutely zero idea what you are saying and where your coming from.
1) Amazon doesnt need to make money on a per order basis, contrary to a brick and mortar store, the aim is that buyers should buy a lot.. buyers are drawn in with sales, ever so eloquently put by John Steinbeck's Winter of Discontent
Amazon's early goal was to get your CC info and just get you in a buying habitat. They have succeeded... mostly, people will pay more for something on amazon because its easier... Why do you think bed bath has 20% off coupons ? the avg person brings 1 coupon maybe 1 in 25 brings a few coupons etc
Amazon's model of the have everything store, a very active and huge community of reviewers, their openly displaying selling ranks etc all are shopping tools and ultimately shopping guides as well.
Walmart was a pioneer of stock solutions and technology, they were the first adapters of satellite technology, using warehouse hubs and a fleet of trucks to accurately stock stores thus ensuring balanced stock.
2) I cant see how buying Jet will really help walmart, I for one dont go in to their stores, whty does an online presence make them more attractive unless they will use their stores as fulfillment centers a bit like how Mcdonalds has the best real estate in the world
In theory Walmart could clash with Amazon over sheer network distribution of products, maybe add a fleet of trucks or negotiate with USPS?
3) Amazon prime is not about video or the cost... or if its worth the different features and services. Most people do not weigh the value of their costco membership because they like costco for whatever reason, the membership often by the way helps buyers feel like they are contributing, like a co-op..
Amazon has you sold on their many features and functions that most do not question the net worth of their prime subscription, they merely pay it and enjoy the services it offers.
4) early on in the online marketplace days, I saw buyers wanted a KISS method of easy shopping and checkout.. I was living in Israel and hadnt used Amazon, yet I realized early on what they were doing with aggregated data in a multi tier cross referencing and relevancy system that culled user data and was able to mine preferences and suggest products to buyers both in a cross sell and up sell model but also in a mind reader salesman type way.
That was something Amazon pioneered, maybe they didnt invent it but they put it to use and it didnt just help their sales volume per order but also actually caused buyers to find what they wanted and buy... i'd imagine Amazon had some of the lowest abandoned cart numbers
5) I wrote my post probably between beer #5 and #6.. now im on coffee #1