Agreed. The prices are meh. The discoverability is terrible and seemingly getting worse. I even feel like the customer service is also screaming downhill. Still, I'm nearly exclusive with Amazon because I give them money and they send me product, and there's no friction in that exchange.

Consider for comparison my recent experience purchasing a wedding gift from Bed Bath and Beyond. They had done everything right to capture my purchase: They hosted the wedding registry, kept the new couple's address hidden, and by not allowing me to select "I'm buying this somewhere else" made it difficult for me to get the item cheaper from another retailer.

Despite all of that, I still abandoned the cart and came back to Amazon. BB&B requires Verified By Visa, and I require my credit card provider to not be stupid about security, so my card was declined with no recourse.

Mind you, Amazon has declined my payment before, too. But they only did it once, more-than paid for their mistake, and haven't troubled me since.

Amazon is a monopoly like Visa and Mastercard are monopolies. They enrich themselves while facilitating commerce. While I'm uncomfortable with that power they hold, I wouldn't want to be without it.

Anecdotally, I'd say yes, it's mostly the discoverability, plus things like Prime shipping, reviews, the generally good UI, etc.

You are incorrect. As someone who has used Amazon, I have never returned anything or been reimbursed.