Why should a consumer bother if amazon is the most convenient and reliable?

I supported a local computer shop in Australia. Umart. My $450 monitor had 1 dead pixel out of the box.

I took it back and was declined a refund or exchange; apparently I need 5.

I had to sell it on gumtree and took a $200 loss.

I bought the monitor again for $500 on amazon, and I know if I get a dead pixel, I’ll get returns no questions asked.

To top it off, one of the employees in store was quite unprofessional.

There is no EU-wide Amazon store. There are Amazon stores in some countries, but not all. I think there's no Portuguese Amazon store, which is where the grandparent lives.

It's one of the ways Amazon screwed up in the EU, probably the main one. They don't have a EU-wide site but do ship EU-wide. So you end up shopping across 5+ different Amazon stores, with slightly different prices and offers, all of which will ship to you. It's a problem of their own making.

I just believe it is a very hard problem. Every country speaks a different language, has different regulations, different shipping companies, etc. It would be extremely hard to operate an EU-wide Amazon, and thus they do not.

Amazon already operates EU-wide both on their Logistics (there's only one shared by all) and their frontends (all of them work for all countries and share the same code and login). They've already achieved a superset of what amazon.eu should be. A more likely explanation for why they have IT/FR/ES/UK/DE/etc is that they gave the job of entering each country to different teams.