To give you an anecdotal customer perspective I won't buy anything from Amazon that isn't Prime-enabled and fulfilled by Amazon. To me that's the only upside of

To give you an anecdotal customer perspective I won't buy anything from Amazon that isn't Prime-enabled and fulfilled by Amazon. To me that's the only upside of Amazon - fast, reliable and free (if the subscription fee doesn't count) next-day delivery of the goods I ordered. I can get similar prices and often better seelction elsewhere. Fulfillment is Amazon's greatest strength in my opinion.