Ecommerce firm Amazon.com Inc on Thursday recorded a surprise gain for the next quarter in a row, propelled by higher revenues in North America and its own cloud computing business, and its own shares climbed 11 percent.

Increase reined in prices and helped to profitability Amazon, which has fought with profitability while spending to expand beyond its core online market offerings, at its Amazon Web Services (AWS) section.

Olsavsky said the firm would continue to put money into places which work with customers, including that even though investments would “stay quite high” Amazon would be looking for methods to cut prices.

“There are questions about what is the sustainable gross profit for this? Are customers seeing only an increase period that is hyper now? However, for right now, AWS is driving the train, also it is going to for the not too distant future,” said BGC Partners analyst Colin Gillis.

Analysts on another conference call requested Amazon on AWS about its outlook for long term gross profits, but no amounts were provided by the firm.

Cloud computing is the quickest growing business for Amazon, as well as the brand new services in which it’s investing, for example Internet of Things, will assist the company capitalise on increasing demand handle and to put away substantial quantities info.

Revenues in North America, the greatest marketplace for the world’s biggest retailer, increased 28.3 percent to $15.01 billion in the third quarter ended September 30, on demand and robust Prime Day sales for general merchandise and electronic equipment.

The business forecast net sales increase of 14 percent to 25 percent, to a reach of $33.50 billion and $36.75 billion for the vacation shopping quarter.

Analysts, typically, had been expecting revenue of $35.16 billion.

For the most recent quarter, Amazon reported a gain of $79 million.