> 1) The day Amazon feel threatened they can become the cheapest in the market quickly again. No. Amazon had built up trust. Trust that they were the cheapest

> 1) The day Amazon feel threatened they can become the cheapest in the market quickly again. No. Amazon had built up trust. Trust that they were the cheapest place to look, and trust that they were ultra-reliable. Trust that their reviews were trustworthy. The longer that's untrue for, the more the brand is becoming irreparably damaged. It seems mind-blowingly stupid. Three years ago, I would purchase absolutely anything I could from Amazon. Clothes, for example. There's a brand of jeans I like, I know the size and style I like, and I used to always just go to Amazon. These days I spend my money on Zalando because I don't want fakes, and I know that Zalando will make sure I get genuine items each time. I bought a suitcase a little while ago. Wrong item was sent. Because of whatever agreement Amazon has with the third-party who sold it to me, I couldn't easily generate an immediate refund like I used to be able to do. Amazon have probably lost around $3-4,000 of easy revenue from me this year, so far. The whole thing feels like a massive own-goal.