Amazon.com, Inc. (NASDAQ:AMZN) released its earnings numbers for the three months through June this afternoon after the market closed on Wall Street. The e-commerce company showed a loss of $0.27 per share for the period on revenue of $19.34  billion. On today’s market the company showed gains as an optimistic market sent the company’s shares up to close at $358.61.

Amazon

In the same three months of 2013 Amazon.com, Inc. (NASDAQ:AMZN) managed to lose two cents per share. Revenue in the period totaled $15.7 billion. In the run up to the release of this evening’s numbers analysts following the company were expecting it to show a loss of 15 cents per share on revenue totaling $19.34 billion. In the five days of trading leading into the release the firm’s shares increased by more than 2%.

Amazon is all about revenue

The awful EPS and incredible revenue figures that Amazon.com, Inc. (NASDAQ:AMZN) showed off this afternoon demonstrate some of the things that make it unique as a mega-cap internet company. Jeff Bezos, the firm’s CEO, refuses to put something as simplistic as a profit ahead of the company’s wider ambitions. What Amazon really wants is as much revenue as possible, and it seems well on its way to becoming one of the biggest revenue churners out there.

Amazon.com, Inc. (NASDAQ:AMZN) is expanding into almost everything in an effort to increase its revenue levels, and the plan has investors satisfied so far. The company’s shares hit a high of more than $400 at the end of 2014 and the beginning of this year. Though they’ve since fallen to around $350 per unit, there seems to be a lot of support for the company’s plans.

Amazon Fire phone fails, Prime tested

The Amazon.com, Inc. (NASDAQ:AMZN) attempt to make an impact on the smartphone market failed its first test this week as the world’s tech experts got their hands on the device for the first time. From descriptions of the phone’s innovative controls as gimmicky to relegation into the realm of boring, the Fire phone did not make a good first impression. That doesn’t bode well for the company, which is launching the smartphone tomorrow.

Despite the poor first impression, there are a number of people that are exceptionally involved in the Amazon.com, Inc. (NASDAQ:AMZN) ecosystem who may be interested in buying the company’s phone. For those who aren’t all that interested in becoming a lifelong Prime subscriber, there’s always advertising. From tomorrow onward the Fire phone is likely to take up key billboard real estate on the Amazon homepage.

That means that though sales aren’t likely to be world changing, they may be enough to justify Amazon.com, Inc. (NASDAQ:AMZN) staying in the smartphone game. The Fire phone may be simply about getting more people locked into Prime anyway, and that’s bound to be the key part of the company’s strategy going ahead.

Expect questions about Prime, and a few about the Amazon.com, Inc. (NASDAQ:AMZN) Fire phone, to take center stage during the company’s earnings call. That call is due at 5 PM EDT.