If you have a specific product that you are looking for and it is eligible for Prime then I have found this to be the experience.

Where I have not found that is if I am browsing, e.g. today I wanted to look for an evaporative humidifier. The top results are sponsored and for brands I have never heard of like YougetTech. I find I have to depart Amazon, Google / Reddit for things to get a sense of what the trusted brands are and then go back on Amazon to purchase it.