The purchasing experience when you buy direct from companies now is usually much easier than it was years ago. A lot of people instinctively turn to Amazon because its one click and stuff is on its way, but with the new payment integrations even small companies have a pretty close to 1 click experience as well. So when I think of buying something on Amazon I always check the actual brands website first now, because I don't want to support Amazon at all or force sellers to eat the overhead.