I'm a huge fan of Amazon's user experience, how well the product selection, checkout and everything works. For some people with ADHD, seniors, the impatient etc. it's particularly tempting.
As things got worse, in terms of politics and workers' rights, I checked out alternatives more. And in many cases, it was about just as convenient. Even small shops, such as buying directly from the manufacturer, often have a simple PayPal or similar checkout which is equally convenient, and it's not rare that it's cheaper. Even if they don't have that, browser support to enter the address and credit card details makes a 1-time purchase less of a hassle than it used to be.
The big national alternatives, e. g. in Germany Otto, Alternate, Thalia for books ... are more often than not pretty good too, as they had Amazon as a competitor for years and survived.