Yes, the article is written as if Amazon is compelled to take this action, and as a result their margins will suffer. But it's more like Amazon chooses to take this action, and doesn't care if it impacts their margin.

That's just what financial reporters do. Whether the margins are intentional or not, they're still information that bloomberg readers want to know about.

Bloomberg readers should want to know why, rather than assuming that Amazon is actually trying to increase it's profits, like most companies. It could have been discussed in this article.