Only time it was a hassle was when a price dropped the day after my order, and they don't have price matching, so customer service suggest re-buying and returning and promised me free return shipping.
That promise turned out to be worthless, and I had a helluva time trying to get them to pay for return shipping across the country for a squat rack.
Thankfully, I did succeed in the end (phone support person was much better, chat people ran me around in circles). I didn't get the at-home pickup I was originally promised, but fortunately I owned a spare old pickup truck.
I didn't think of the Whole Foods angle, I'll look into that, thanks. At least I'll have someone to talk to about it.
That was the straw that broke the camel's back for me.
In the last few months though things have become measurably worse for me. In the last three months I've had to send nearly every order back. Orders have been incomplete, or wrong (like, children's Shrek t-shirts instead of reams of copier paper). They've sent incomplete orders, or obviously not-new "new" items (with finger prints, food crumbs, wads of newspaper), or the products advertised were not even remotely what was described.
It's not that surprising to see Amazon posting poor numbers. I've stopped purchasing from Amazon, buying direct from the people making the things I buy if possible. It costs more, and takes longer to arrive, but now I'm not burning time fixing Amazon's stupid problems.