[hnbad]

I'm a consumer who uses Amazon for 90% of their online shopping and let me tell you: I'm not doing it because Amazon is cheap. In recent years more often than not, Amazon isn't actually the cheapest option except for the occasional deal for a subpar product they want to remove from their inventory (but these would be cheap in brick and mortar stores too). Even the deals are largely bogus: "Prime Day" largely exists to buy Amazon equipment at a more reasonable price point and the rest of the time the deals are either for "stocking fillers" (i.e. the kind of stuff you'd find in the discount bin at the supermarket) or noname white label dropshipping products you can barely tell apart from the real deal until they arrive.

I don't use Amazon because it's cheap. I use it because it's convenient. I can do 99% of my non-groceries shopping on Amazon and I get 30 day free returns on most products and next day delivery for some of them, not to mention free shipping on most things I buy (or near-free shipping if you consider the cost of Prime).

What's been pushing me away from Amazon recently is that they're not very good (or even increasingly worse) for some categories of products and in many cases search results are cluttered by Chinese dropshipping products to the point I can't find trustworthier brands at all or for categories I'm less familiar with have to do research to figure out which brands actually exist outside of Amazon's Chinese dropshipping hell. And again because of the free returns (and in the case of non-free returns the A-to-Z guarantee still often resulting in free returns or full refunds) this is not a cost issue but more about the reduction in convenience.

Mind you, I live in Germany and German Amazon is likely different. But Amazon is still the biggest online retailer here despite not being the cheapest. Arguably it still maintains the illusion of being the cheapest because of the free shipping (if you pay for Prime) and the constant barrage of "deals".