Amazon manipulates your product searches. When you search for a product, it will push a few select brands and you won’t get past that, except you deliberately search for a specific brand. So it will limit your options. But it will give you the illusion to show you a large amount of various brands.

Searching for a product category on Google won‘t allow you to find a big number of brands either. Because they will push certain products as well.

So be aware that these platforms will limit your options.

But I admit that Amazon has a very polished UX. It‘s a one-stop shop, returns are handled very generously, and you don’t need to visit a dozen sites to get various products.