Amazon.com Inc. has taken more than a million pre-orders for the final "Harry Potter" book due out in July, but the world's largest Web retailer won't make a profit, Chief Executive Jeff Bezos told shareholders at the company's annual meeting Thursday.

Amazon's handling of the "Harry Potter and the Deathly Hallows" release -- a $17 discount off cover price, a free shipping offer and guaranteed on-time delivery -- showed yet again that the company is willing to take a hit to cement customer loyalty.