They simply are not in the business of making money through retailing. That's how/why they can offer comparatively low prices on just about everything, and free shipping under many circumstances. For as many books (and other items) as they sell, they don't make very much money. See, even though Amazon is generally thought of as a massive online retailer, that's not their game. In comiXology's FAQ, they note: "This is the first step toward using only Amazon accounts to sign in, which will allow us to use even more Amazon muscle to the benefit of comiXology customers." I think that "Amazon muscle" is the key piece here. But I strongly suspect that's an ancillary benefit for Amazon. The merging of the two accounts, as Carlson notes, will save some money in terms of system maintenance and updates. Otherwise, however, Amazon has outwardly seemed to leave comiXology alone until now. This was clearly done to avoid the 30% purchase fee Apple was charging.
Amazon, you'll recall, bought comiXology in the first half of 2014, and soon thereafter removed the ability to purchase new comics through the comiXology iOS app a user has to log into the website and make purchases there.
Johanna Draper Carlson caught a quiet update comiXology rolled out last week: that you can now merge your Amazon and comiXology accounts.
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