I see it and treat more like a platform now, a marketplace. Like ebay. It just so happens that one of the biggest sellers there is Amazon itself. My usual process of buying - search for the product I need (generic term for simple items, or exact model), click on "prime only", this filters out a lot of shipments from China. Then either filter out, or carefully look at the seller of each product. Takes some time and getting used to, especially that UI isn't favouring this workflow.