> Amazon's brand (as a store / marketplace) is that it helps you sort through many options to select the product they believe you will like the best. Is that t

> Amazon's brand (as a store / marketplace) is that it helps you sort through many options to select the product they believe you will like the best. Is that their brand though? I've never been convinced of that due to all the sponsored results (which are very similar to how brick-and-mortar stores arrange their products) and most egregiously, not providing consistent per unit pricing. I've never felt like Amazon is helping me make the right choice at all, but rather duping me into a choice that benefits them.