B&H and Adorama are increasingly my go-tos for anything with microchips. They've both branched out from photography to A/V gear to tech goods generally.

B&H might be closed half the year for holidays, but I never worry they'll send a fake.

Personally I have a list I go down the more critical a component is. Amazon if it doesn’t really matter. Then newegg/Best Buy. Then b+h.

I run my list in the opposite order. Prices are generally just as good and I prefer to support those I trust first. Actually before I get to amazon I will search for small specialized vendors that might be more expensive but the staff actually knows something about their product, and so the web recommendations are good (they will of course recommend what they sell over an equally good brand they don't, but they are selling the good brands)

Problem is return policy. Amazon I feel comfortable ordering anything because if it’s not great I return it. Small vendors not so much.