I hate to be honest, but I used Amazon Prime a lot because:
I cannot drive. Thus, getting to the store is difficult.
I must bring in 3-4 items a week, so yeah, I save on shipping.
Auto-subscriptions save a little.
I have priced a lot of stuff over the years, and while Amazon is not always the best, the convenience is impressive.
They have, multiple times, been incredibly helpful with customer service. Like above and beyond.
COVID and nobody masks around here. I have an autoimmune condition, so it's important that I not leave unless it's a medical appointment or similar need.
They just have stuff I can't find anywhere. Yes, as some have said, caveat emptor, but that's true for all the stores.
I also save a shit ton of money. When I used to browse Walmart or Target, I used to buy a lot of shit I didn't need. I don't get as distracted with focused buying. I also order from Aliexpress if I can wait 30 days, and I have only been ripped off three times in several years, for a total of maybe $35.
I'm not saying my way is better, and certainly not if it's better for you, but it's been a godsend to the house-bound.
If Amazon genuinely fits your use case, more power to you. I think the problem is the average person being duped into thinking they need Amazon Prime as the default position.