If I want you to "buy me" I must be quality, don't you agree? That goes beyond the integrity that gets you to trust me. I have to offer the best that you can get or you should go elsewhere. Maybe that means that my product is equal to other similar products but I give better service. I don't shop with Amazon because they have the best products. I shop with Amazon because: They are easy to navigate. They have customer reviews and good information about their products. They have free shipping. They have a no hassle return policy. Amazon gives me consistently good service.