Here are the things that constantly bring me back to using prime.
-
Customer service - I can get a rep on the phone quickly, and chat is actually functional. And rarely do i even need these because returns are super easy to self-service.
-
Logistics - I do not live in a big city. Most things take a minimum of 2 days to get to me. Amazon included, because they have to always go through the larger city near me (a few hundred miles away) and then go through local sorting. That said Amazon, is about 85% on the 2 day delivery, where most others are...5-7 days, even if i do in store pickup for some of the big box stores that ARE in town.
-
Site functionality - They 100% have dark patterns. And they 100% track what sells well and then copy it into their "amazon essentials" catalogue to siphon off profits from third parties. But their site is functional, search works, I can usually find what I need.
I still often seek out alternatives. Especially local and small shops. But when my choices become Amazon vs BestBuy or Amazon vs Cabelas/Academy/Dicks/Walmart or something similar, I usually choose based on ancillary policies like speed of delivery and least amount of time wasting with returns. Amazon often wins out there.