I didn't notice it until earlier this year. I was shopping for some new shoes of a specific brand that I like. Was about to pull the trigger on Amazon and then realized I would happen to walk by a shoe store while doing other errands later in the day and thought it would be nice to get them even sooner than 1-2 day prime shipping. I went to the store and tried them on and realized I needed a 1/2 size smaller than what I ordered. Then I paid and realized the shoe store price was $10 less than Amazon. So you really are paying for laziness/convenience with Amazon, which if you think about it from first principles, makes sense given there is a dude delivering this stuff to your house. It's just that this convenience fee was hidden for the longest time as Amazon was growing its industry dominance. What's next? If they follow the Walmart model they will continue to squeeze suppliers and also push competitors out of business. So if you can, try to use alternatives.