I hate Amazon and I still shop there. It's not about price, I will pay more for a product to buy it directly and not via Amazon /if/ I can find an original. The issue for me is threefold:

1. Discoverability: Many products are so rapidly and thoroughly cloned that it is difficult to impossible to identify the original maker, find their site, and purchase through them. The insane proliferation of counterfeits, clones, and sometimes outright scam products means that Amazon at least gives me an opportunity to buy a clone/counterfeit and return it if its not meeting my expectations. Sometimes the original is notably higher quality but no longer produced/sold, as well. Recently I wanted to buy a Polar Magnetic Pen as a gift. The website is up and the shopping cart works, but checkout is disabled. They're out of stock everywhere. There's hundreds of random worded Chinese clones on Amazon that are 25% of the price and 30% of the quality, so I bought a clone and risked it.

2. Logistical Certainty: I work a lot and have little free time after basic households tasks, other than the weekends. So if I want to do a project or something, I plan it for a following weekend and order things. If I can't order on a Tuesday or Wednesday and /know/ that I will get it by Friday, it's basically pointless. Sometimes I'll just roll the dice, but generally I prefer logistical certainty. I actually have gone back to buying at brick and mortar stores if possible to really cement this (I use Best Buy now a lot more than in the past, although selection is poor). There's a few other online retailers I strictly prefer to Amazon that can also deliver this like B&H Photo.

3. Breadth of Catalog / Access: There's basically nothing I can't acquire via Amazon. If I need, let's say 6 things, to do some sort of hobby project my options are generally either: A) go to 2-4 different stores, either physically and waste a day of my life or online and hope the shipments all arrive in time or B) order on Amazon everything at once delivered as one.

These things are way more important than price. I still hate Amazon PRIMARILY because of commingling of SKUs meaning there's no real quality indicators and I cannot do anything as a consumer to ensure I receive legitimate, actual, quality products. If they hadn't fucked that up, I'd probably still like Amazon despite everything else. I used to love Amazon back in the day, now I hate it, because of how often I've received counterfeits and fraudulent products and the proliferation of Chinese dropshipper fly-by-nights.