IMO I don't really trust amazon reviews. I use amazon because they have a very effective shipping and return network and system, with a very broad set of items that pretty much nobody else reproduces. It's their fulfillment network essentially. Order from random retailers (even with shopify) and you're reminded why amazon is in the lead, with gotchas in return polices that get pretty irritating. Order from target / walmart and you notice how much is missing.

Amazon wins because it's more like visa or a physical goods internet than a specific store.