Amazon's gross profit margin should be within a reasonable range to ensure the company's stable growth and profitability. Generally speaking, Amazon's gross profit margin should be around 20%, which is the industry standard. However, this figure should also be adjusted based on factors such as company strategy, market competition and product pricing. If the gross profit margin is too high, it may lead to overpricing of products, affecting sales volume and market share. If the gross profit margin is too low, it may affect the company's profitability and future development. Therefore, Amazon needs to determine the appropriate gross profit margin through data analysis and market research.