He's not talking about small brick-and-mortar shops, he's talking about small web shops. There's tons of specialty web shops that have stuff you won't find on Amazon (or worse, as I found recently with the Litter-Robot litter box I was looking at, it's available on Amazon for 3x as much as it costs from the manufacturer, because the Amazon seller is a scammer that just buys the item and ships to your address and pockets the difference).