[gilrain]

The competition is the niche retailers that have always been there. They focus on one or a few related areas, and do them well.

Outdoor gear is always genuine from REI or Backcountry. Spices are always fresh from The Spice House or Penzey's. Et cetera.

[philjohn]

Exactly this. For computer parts in the UK I usually go to Overclockers UK - free shipping is possible if you take part in their forums and prices are often identical to Amazon.

Even the big-box electronics retailers like Currys regularly peg their prices to the Amazon one now, and I've got three within a 25-minute drive so I can get the item the same day rather than waiting 1-2 days for delivery.