Amazon became a giant because they were genuinely good before they became what they are now. For a long time, they offered a superior online shopping experience. The prices were good, the processing time was faster than anyone else, the shipping was fast and reliable, the site was easy to use, etc. Then all the third party sellers, whack-a-mole Chinese brands, and counterfeits took over the site. I thought Amazon was great when they were the retailer instead of a marketplace.