Isn't having a bigger selection, plus better tools to select(reviews, other content), means Amazon lets me choose a product that is a better fit, with higher ce

Isn't having a bigger selection, plus better tools to select(reviews, other content), means Amazon lets me choose a product that is a better fit, with higher certainty - so it's more valuable ? And if(a big if) i come out of Amazon with a feeling that i got better value for money, isn't this pretty similar to winning on price ? Fake reviews, etc . But many customers are naive.