I am much more wary about buying from Amazon than most of my peers, who easily click and buy on a whim or out of habit. I went to buy a toy at a brick and mortar, and compared the price to Amazon while there - $12.99 in the store and $27.xx at Amazon! I think they've marketed them to be the low price leaders but that's definitely not the case.

I'm also concerned about counterfeit products - I don't care as much about reviews because I'll usually have researched beforehand or already know what I want. However with brand name items, I always wonder if it's the real thing and as a result have stopped buying shoes, etc from Amazon. I also don't buy anything from Amazon that goes in my body or on my body (supplements, cosmetics/hygiene, etc). I stick with brick & mortar or the online storefront.

It's unfortunate, because Amazon is fantastic as a concept, unfortunately my trust in them does not extend to most items. I'd rather pay more and be confident in the product. I think whatever they are doing is working for them and they have no incentive to change because the vast majority of customers are not so discerning.