Assuming we're talking like 10+ years ago, it was the hassle free speed of ordering, the cheap, fast deliveries (and accurate delivery time estimates), the prod

Assuming we're talking like 10+ years ago, it was the hassle free speed of ordering, the cheap, fast deliveries (and accurate delivery time estimates), the product selection, the live inventory and ease of returns. Compared to everyone else doing e-commerce at that time, Amazon was in a league of its own (at least in the UK).