You could argue that, and you or someone else could start a company under those principles. Margins in online retail are thin, typically under 5%, so there isn't a lot of extra money floating around to cover additional expenses. The average Amazon salary is about $29,000. With about half a million employees, total salary is about $14 billion. Even if Jeff covers out of pocket, doubled salaries would bankrupt him after a decade, not that we should feel sorry for him. Amazon would have to make other adjustments to stay in business. Employees might be trained to work harder, but those who do not generate $30 worth of revenue in an hour would be dismissed and replaced with more automation. If Amazon raises prices much, customers will go to other retailers and Amazon won't receive enough revenue to make payroll, and the $30 salaries will turn to zero when Amazon folds.