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Amazon probably set themselves up as their own cellular carrier and has signed peering agreements. Not exactly peering, since Amazon will only be leeching. But at any rate, this would do away with the need for monthly usage billing to the customer. Amazon just pays the carriers for actual usage at wholesale rates. Then just calls that money the "cost of doing business". The money to pay for bandwith would come a little from device sales and a little on book sales percentages.
All speculation of course.
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