Absolutely. Branding and what space things take in your head is very important. I associate Amazon with mostly generic stuff which I can get a good price on and

Absolutely. Branding and what space things take in your head is very important. I associate Amazon with mostly generic stuff which I can get a good price on and it will get delivered fast and a huge amount of Chinese knockoffs which are super over priced compared to Ali express (aka Ali express with better English copy). Prime is also associated with that and by extension so is Prime video.