If I have to do careful homework on the seller for any Amazon purchase anyway, it's just as easy to find a more niche e-commerce site, or use a dedicated marketplace like eBay or Craigslist.
I still use Amazon's dedicated product sites like Zappos or Diapers.com. I feel much confident I'm going to get what I ordered there than on Amazon.com.
To be clear, there are some specific purchases I would not make over Amazon. Amazon's clothing section is a complete joke, for example. I also like B&H, and use them when buying high end equipment.
There isn't any general-purpose store I prioritize over Amazon, but usually I know which stores sell the things I want. For example, Home Depot often has better deals with less search hassle than Amazon for hardware stuff.
The fact that Amazon's search is essentially unusable is a longstanding criticism.
My go-to is now froogle.com (Google's product advert index). It used to be Amazon, but they have way too many issues now.
Shame because I previously bought dozens of books completely hassle-free
And I'm not merely careful to filter stuff. Amazon is no longer my go-to in general. I do buy stuff from them sometimes, but they're not the first place I check for most things.
A less savvy buyer probably won't even do that. If they get burned too badly on an Amazon purchase, they'll just abandon Amazon, not learn which checkboxes mean "hide the scams."