I still use Amazon despite them being burned because they seem slightly more reliable than other places, but only slightly and my goodwill to them is completely burned. Yesterday they delivered a package to a parcel locker 150 miles away, which is a double screw up because it was supposed to be to the door. They've also made it really difficult to see where a package will be shipped from (and so whether or not you'll pay import taxes).

But I'm close. My purchases through them are down probably somewhere around 80%. My girlfriend never really used Amazon and doesn't see the appeal at all - telling someone "it used to be good" makes you wonder what you're doing.

Even AWS has burned me and clients enough times that we pretty much don't use them anymore - an idea that was unthinkable a decade ago.

The other thing is that the more they burn this goodwill the more they'll be tempted to increase ad revenue, and the more the goodwill will disappear.