It is difficult to simply raise prices when your business is not a necessity but a luxury, because there is a tipping point where customers will decide they can just do without whatever you have on offer. Customers can be awfully price sensitive beyond even what would be economically rational. They might balk at a pint of beer going up by $3 while they pull down four or five figures of income a month.

That works if you sell something exclusive. It is less easy if you sell things that are for sale on Amazon.