The company added that «the sales decline was mitigated by a higher sales mix of higher margin core products and lower expenses.» (shelf-awareness.com)
The shift in sales mix I am postulating should boost Amazon's revenues and also customer satisfaction with the Fire line. (seekingalpha.com)
Despite the sales decline, Retail EBITDA increased 7.3 %, from $ 198 million to $ 212 million during the third quarter, resulting from a higher sales mix of higher margin core products and expense management. (goodereader.com)