I just ordered a new (pricey lithium ion) battery for my motorcycle from Amazon. Same product, prices from 3 different vendors:

Amazon: $165 https://www.amazon.com/gp/product/B00X8UYBFY/ref=oh_aui_detailpage_o00_s00?ie=UTF8&psc=1

Revzilla: $206 https://www.revzilla.com/motorcycle/bike-master-lithium-ion-battery-dlfp-51913

Batteries Plus: doesn't offer that battery, but will sell me a lead battery with half the cranking amps for $179 https://www.batteriesplus.com/battery/motorcycle/bmw/k1600gtl/1600cc/2014#finder-box-top

Amazon has $40 lead batteries, if I wanted to go that way.

Buying from Amazon isn't always the best option, but it very often is, and often by a pretty hefty margin.

I've recently ordered some other stuff from Revzilla that I couldn't get from Amazon, fine. But Revzilla isnt' telling me when it's going to arrive, a very basic thing that Amazon is excellent at.

So, in my book, Amazon is winning because they are better, most of the time, not because they are somehow cheating. That Jeff Bezos gets rich is ok with me, he should experience success for offering a better customer experience and better prices.