Unless Apple and Amazon signed some very unique deals with labels, lossless streaming comes at a higher price than standard quality. That means that for now, Apple and Amazon are deciding to eat the cost in order to tie more people into their ecosystems. Amazon was previously criticized for this in 2011, subsidizing Lady Gaga‘s album sales of Born This Way by discounting it to $0.99:
Source: Does Apple’s lossless streaming movie impair fairer subscription prices?