Alternatives in terms of sellers on Amazon.com, maybe, but people use amazon because of how good of a product Prime is (or at least, for the past few years, app

Alternatives in terms of sellers on Amazon.com, maybe, but people use amazon because of how good of a product Prime is (or at least, for the past few years, appears to be despite it being obvious product prices go up to offset subsidized shipping prices) and because it tends to have everything available is a fast and secure way. With e.g. a search engine showing you products, you might be sent off to one of 100k stores that all need your cc info and who don't already have your shipping address. This is partially solved by Shopify for Shopify sites, and Apple Pay/Google Pay/PayPal for third parties, but it's still often more friction to go to a 3p store.