In my experience I simply search for "contact us" in the Amazon search box (it's not easy to find otherwise) and it brings up a chat bot. I tell it my item nev

In my experience I simply search for "contact us" in the Amazon search box (it's not easy to find otherwise) and it brings up a chat bot. I tell it my item never came, and it shows me orders and asks "do you mean this one" until we zero down on what item. Then the bot issues an immediate refund. I use this where tracking says the order has already been delivered (sometimes delivery personnel lie and say they delivered something they didn't; sometimes they deliver it to the wrong place.) If tracking shows that the item has not even been delivered, this is doable from the "My Orders" webpage directly. Pretty easy in my experience--I expect this process with any other vendor would be much more time-consuming--but as you say it may vary depending on whatever arbitrary factors.