That and they've gone the wall-mart route of actually PUSHING anything / the lowest price possible. I get stuff that's like 5% cheaper but quality looks to be about 50% the quality pushed on me all the time on Amazon now. I went to Amazon originally to find QUALITY products that my local stores didn't carry because of price pressures. Now Amazon seems to be switching to just being ... wall-mart and that's already nea…
If the selection is huge then they need to make recommendations to help people find products. I don't think many users will scroll through more than a page or two of options. The integrity of reviews makes a big impact here in how you are likely to make a choice on those first few pages.
3rd party sellers increase selection and the thought is that more selection creates a fly wheel effect that drives down prices which benefits the customer. Amazon has very limited control over 3rd party sellers but they need them to increase selection.
That said, if you go to any store there are typically a few different options in a product category with different price points and quality. Buyer beware applies in a physical store as much as at Amazon. It would be interesting to see how many consumers prefer less selection.
There is nothing stopping someone from creating a curated "quality" focused frontend that makes money on showing customers only high quality products and then making money on the affiliate referrals for the curation. If this was in high demand I think you'd see these curated stores in the wild. I've not seen one though and since I can use tools like fakespot to help determine the quality of the reviews.