Yup, Walmart seems the obvious comparison, at least for retail. Much of what you'll find on Amazon, you can find there, including fast, free shipping.
This reads weirdly to me; I'd describe Amazon's situation as "they provide first-party fulfillment of 3rd-party sales.
For me 100% no-go on Amazon is anything that goes in or on your body, like lotion and vitamins. Coin-flip you get a fake since almost anyone has the means to produce fraud.
[1] https://www.bikeforums.net/general-cycling-discussion/120619...
I don't mean to shill Amazon, I'd like direct to be as good; it's just rarely close in my experience.