The inherent problem with ecommerce is that you can't see an item.

You can in a store. That's why Best But has become a showroom.

You can't buy clothes, shoes, phone case etc without seeing them in person and knowing how they fit. Verizon will let you try on a phone case. It should be no different with Amazon otherwise...there's no reason to shop there.

Further, I'm not sure Amazon really cares. I spend thousands (maybe over $10k) on Amazon a year. I have prime. Use Prime Now and will use grocery too.

Further, eBay is getting into the free return game because the know it makes people comfortable. I'm comfortable that if I buy something random like this that I can return it for free to a Kohl's, Amazon Locker, or via UPS: https://www.amazon.com/dp/B072MBPWMV/ref=cm_sw_r_cp_apa_i_JI0bBb8706X73

If I can't do that, goodbye small sellers. No way I'm buying your random ass product without seeing it beforehand.

Zappos offered free VIP shipping both ways for life in 2003. There's a reason I've never bought shoes from anyone but Zappos since 2003.

The Amazon experience is perfect. They could charge me up to $200 for Prime for this continued ability to do this and I would happily pay. This is how shopping online should work and it's why Amazon destroyed everyone.