IMO you're misunderstanding this customer. The returns are pretty friction-less but they're still a burden that I'd rather not deal with - and I specifically d

IMO you're misunderstanding this customer. The returns are pretty friction-less but they're still a burden that I'd rather not deal with - and I specifically don't want to order an electrical device off amazon and have it fail in a spectacular way that damages my other equipment. The most luxurious thing you can tell me as a seller is that you're minimizing the longest potential time until I have a correctly functioning product - shipping is a big part of that, but not having to go through the hassle of getting it shipped out twice and returning one of them is another component. Also I think AliExpress is a pretty terrible comparison - Amazon does beat it hand over fist. I think Amazon wants to be NewEgg but with less shipping time (and maybe the reputation it had a decade ago - it seems to be struggling lately). And it wants to be every other specialist store as well. I think it's possible for them to do this, but the thing they're lacking right now is the budget or motivation to actually vet products - they rely on peer reviews and manufacturer statements to try and suggest products.