Respectfully I don't think it's as easy as you think. Consider, for a non-tech person: 1. I have to be told or take the time to discover the non-Amazon option

Respectfully I don't think it's as easy as you think. Consider, for a non-tech person: 1. I have to be told or take the time to discover the non-Amazon option exists. And (though I haven't tested it) my guess is these days it takes a while to use Google (the default search tool for folks) to find an alternative. 2. I have to assess if I trust this new alternative. 3. I have to figure out how this new alternative works. For non-technical folks, depending on their background and how good or bad the UX for a site is, this could be a blocker. 4. I have to search on the new site for what I want. 5. I have to check how long the new site will take to deliver the item. 6. I have to enter payment information which again raises the question of trust. All of these small (or not so small) frictions add up, IMHO, and it's not anyone's fault. It's just human behavior. Amazon has a great customer experience when it comes to the items I listed. The problem as we know isn't that - it's how they stifle competition and help create the conditions in which they are the only company with this level of customer service. Oh yeah, and Amazon's abusive labor practices when it comes to the people it hires to work in it's warehouses.