Amazon doesn't sell Everlane, Gustin or Allbirds. Three clothing line's I've bought from over the past 5 years (more recently Allbirds).

IMHO /gets on soapbax/L

I think Amazon has burned EVERYONE who has used it, and would argue it has taught us to become more savvy shoppers.

The three companies I list go out of their way to be transparent about their products. This builds trust and loyalty. The faults of Amazon (and Yahoo! Shopping in the early 2000's) led to the emphasis on these new digital-shopping virtues.

It sucks. Every time I buy something on Amazon, I'm always suspicious if I'm going to get what I ordered. 95% of the time I'm satisfied, but ironically only because I buy fewer things. But I'm glad that more and more companies are going out of their way to validate themselves in the same way brick-and-mortar stores are authentic.