Amazon is ramping up investments in the backend infrastructure to support all the digital media it expects people will want to consume on their Kindles, especially their Kindle Fires. It is spending a lot of money on both technology and content. Amazon spent $769 million on “technology and content” in the quarter, up 74 percent from a year ago. And it invested nearly $1.6 billion on “fixed assets, including internal use software and website development,” which is double the amount it spent a year ago, according to one of its investor slides.
In other words, it is investing for the future, and intends to keep on doing so. “In terms of content, we will be purchasing content for both our U.S. business, for both our paid and unpaid (Prime) business in Q4,” says Szkutak. Amazon will need to pay out a lot more in streaming licensing fees to the Hollywood studios if it wants to catch up to Netflix and Hulu. And with the Kindle Fire, it expects to have a built-in audience of millions of people for streaming movies. It needs to license that content before those consumers can watch it.