The idea of buying much of anything for $5 seems like a distant memory for most shoppers these days, as Trump's tariffs and persistent inflation keep the price of everyday consumer goods high with little relief in sight. Keenly aware of that, Amazon is looking to undercut the competition's prices with its own newly unified private label brand for everything from eggs and pre-made salads to ground beef and olive oil.
"We've actually found, in some cases, we've gone above what we needed to [and cut home prices too much in Florida]. So, in order to optimize those assets, we're now increasing [the] price," McGibney said.
"At the end of the day, whether we're doing something that costs a dollar, or we're doing something that costs $10, or $100, our objective is always delivering incredible quality and exponential value to our player base."