I am a fan of Amazon's digital products and devices (the Kindle e-reader, Fire TV), but have noticed I buy fewer and fewer physical products from Amazon.
This is in part, because of ideological reasons, but also because other online shops offer a better service than Amazon, and are also reasonably priced.
In particular, I dislike that it seems to me more and more products are sold by third party sellers. I don't mind paying a bit extra from a retailer with a good reputation in my own country. I don't want to have to deal with a seller who is based in the other side of the world.
Recently I made a large order of cycling gear from a specialist shop. I couldn't imagine buying it from Amazon, as I would be concerned some would be counterfeit, or only be available if it came from about 5 different sellers, all dispatching at different times.