They will continue to just break even. When the day comes that they seem to make good money, a new competitor will force them to cut costs or give away product.
Prime is a huge mistake and should end immediately, also costs a fortune.
Kindle Fire is also a huge mistake, costs a fortune.
The set-top box will be a catastrophe, massive costs.
All the while a new competitor will show up and take customers from Amazon or EBAY in coming years. That's the core business and it will be threatened eventually.