Having been an Amazon customer since 1997 ( back when they still accepted cheques mailed-in for orders ) within the past couple of years they have fallen to my retailer-of-last-resort position.

Many of the items we used to order are now add-ons that don't even qualify for free delivery if bought in bulk.

Their website is now a constant hard-push for Prime. Products are pushed to secondary positions so that they can shove Prime banners in my face. I have to double-check every checkbox to make sure I'm not signing-up for a 'free' trial of Prime.

If they want to push Prime so hard, just switch to being a Prime-members-only site.