Amazon was selling ebooks below cost? You do know that the marginal cost of creating an ebook is virtually zero, so it's frankly pretty difficult to sell them below cost.
Your linked article seems to complain that Amazon with their Kindle proved to be too successful. I have to say that authors/publishers brought this on themselves by insisting on DRM. With DRM, consumers get locked into a single format, to avoid having to repurchase their entire library for use with a different eReader. As such, whoever sells them their first eReader will subsequently get all future eBook sales. The music industry has (sort of) learned this lesson, and I had hoped that book publishing would learn from their mistakes but it seems not. If you want to remove Amazon's stranglehold, sell eBooks elsewhere with no DRM. Other stores will then be able to compete with Amazon's eBooks and consumers will still be able to use their exising Kindle eReader. Amazon's competitve advantage of being able to read on the Kindle is gone overnight, with the advantage that publishers can then start to sell their own eReaders, which will be able to import consumers entire library.