I suppose his wife could be classified as an “Amazon”...
My 560 page/250K word novels retail for $20 in "trade paperback" (8.5" X 5.5") format. At first I set my Kindle price at $9.99, figuring half of printed price was about right. But since then I've dropped my price to $6.99 and seen my income go way up. I think folks are just hesitant to buy a novel, even a big, long novel, by a no-name author. $6.99 seems to make it easier for folks to click "BUY."
Amazon Kindle also allows authors to put their titles into a free promotion category for 5 days out of 90. I did this with my first novel back on March 1 ("Operation #EFAD"). This resulted in 35K free D/Ls, and another explosion in paid sales for all of my books. I also reduced the permanent price of EFAD to $4.99, to encourage readers to test the waters of the Enemies Trilogy.
I hope Jeff Bezos becomes a gazillionaire: he has opened the doors for "nobodies" like me.