I buy a *lot* of more obscure dvd/Blu-ray releases that I never see in places like Best Buy, Target, Walmart, Frys Electronics (which actually carries a lot of lesser titles) or even Amoeba Records in Hollywood (which has a good selection of obscure titles and even imports but charges astronomical prices for them). Even with CA state tax, Amazon is often at or near the lowest price in town for new major street date releases. I may occasionally buy a new major release in store at Best Buy but that's becoming less and less the rule as even with big releases like the recent 3D release of "Life Of Pi," none of the BB in my area had it in stock on release day.
Thus, I almost have to use Amazon to get what I want. Last November, I decided to go Prime as I needed to buy a lot of stuff online and wanted it gifted to a number of relatives addresses across the country. Not a single problem, everything got to their destinations within the 2 day shipping window. Now my wife has started buying *everything* through my Amazon account and she loves the ease of returning an item (which has happened a couple times so far). Out of about $3k worth of merch ordered in the last 6 months, I've had exactly *one* order not show up (Disney WOW Blu-ray) - I called customer support a week after the estimated arrival date, they sent another one *overnight* and I got it the next morning.
I'm a fickle customer - if Amazon were to screw up on a number of orders or otherwise change key aspects of what they carry or how they provide and deliver, I have no blind loyalty. I'll move to another source. But as things stand now, big box chain stores can kiss my *ss.