I don't own amazon (except through the indices) but I am a customer who buys almost all of my consumer goods through amazon. You are absolutely right.
Amazon is a luxury brand, and amazon doesn't seem to know this. I mean... it really is a pretty great luxury brand? There's a lot of crap I don't have to own if I know I can order it the day before, and I'm willing to pay extra for that convenience.
I mean, there's three tiers of amazon stuff.
1. "Shipped from and sold by Amazon.com" amazon amazon
2. "Sold by X, fulfilled by Amazon" - like ebay, but with fast shipping and reliable returns
and
3. "Shipped and sold by X" - like ebay, except you use the amazon interface.
I mean, really, for me, someone who buys everything on amazon, these markings are clear enough for situations where it's a common item that I don't need to read reviews. If I had ownership of amazon, though, I'd be pissed, 'cause they are pissing on their own brand by not making it super clear when they are actually selling the thing and when they are just acting as ebay for some maybe super shady third party.
(I mean, it may seem like the prime check solves the problem, but this is what I mean by it being a luxury brand. I don't want to have to deal with shiping something back when it wasn't quite exactly the right item or whatever; shipping stuff back is a pain
But amazon has a massive problem of mixing reviews for products in those three categories, and quite often, you end up with reviews for product X which are actually reviews for product Y or product Z that users got when trying to buy product X from a seller that was not amazon, because the reviews are mixed.
It makes amazon a lot less useful for stuff where I need reviews; things like generic brand stuff. There's just no way to reliably line up the review to the version of the product being sold.
I mean, right now? when amazon is willing to do all this shit for near cost? It doesn't really matter, 'cause they are naturally going to be better than most of the competition that has to keep their P/E below 20; It's easy to run a business if you don't have to make money.
But at some point, investors will demand returns.