This hits too close to home. For years I used Amazon to replenish my sock supply with the exact same ones. Suddenly, one day, they weren't the consistent anymore. Then, a few times I ordered things and they were dropshipped from target or walmart.com where they were %30-40 cheaper! The wool had finally been lifted from my eyes and now I fill my walmart cart first and only order a few things on amazon that I can't find elsewhere.

I pulled my amazon spending report and I used to average a little over $11k/year spent there, this year I've spent less than $1000. No matter what amazon changes, I can't trust them anymore. Walmart doesn't mess around, they just aim for the lowest price all the time, and they have cheap (usually free) shipping with no need to pay for a prime membership.

As soon as amazon has saturated the market with prime subscribers, their growth in shopping will start to slow and eventually stop as everyone sees the light.