It’s just that smoothly is table stakes. Amazon raised the bar so now you have to do it smoothly blazing fast.
Amazon raised the bar. And then they completely failed to meet their own new higher bar.
Amazon will no longer allow you to select the speed of your shipping. Amazon will offer you shipping at whatever speed they feel is appropriate, and if you want faster shipping than that, you can suck it. This is a huge downgrade from the system Prime started out with.
And when Amazon fails to meet the shipping deadline they quoted you, again, you can suck it. This is not infrequent. This despite the fact that the deadline is something they made up.
Between this and Amazon's giving up on offering lower prices than other stores, I tend to prefer ordering from other stores.
The notable exception here is, and that is a common theme, Amazon. Amazon realized how important ops and logistics and SCM are for their success. So they put them at their core (let's ignore AWS for now, I assume the AWS guys put ops at the center of stuff as well so). And it shows. Not everything was rosy at Amazon for sure, as relentless as Amazon is with operations it is with politics. And still, for an ops guy like myself it was the best place I ever worked at.