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------------------------------------------------------Background-------------------

My first online purchase was a hard-to-find CD, replacing one that was stolen from me. I marvelled at how easy and convenient it was, as well as the fast shipping. Little did I know that that would be the "look" and "feel" of the future. Then I found Amazon.com

--------------------------------------------------The "Wal-Mart" of Online Retailers--------------

Amazon is an amazing online store that offers a broad range of products and services, and even works in a symbiotic relationship with brick-and-mortar and online stores-the "little guys"-out Wal-Marting even Wal-Mart, itself. Almost every time I even consider purchasing something, if a search engine hasn't already pointed me in its direction, I will directly search it out there, and read imbedded product reviews (complemented by Epinions, of course), before deciding on a purchase. They have amazing prices, likely owing to the huge sales volume they generate, and frequently have specials on package deals and shipping.

----------------------------------------------------------Amazon "Prime"------------

I was able to sample their prime service twice, getting a total of 2 months of free 2-day shipping. As far as I can tell, you get a year of 2-day shipping for $79.99 on eligible items. The shipping was very fast, and I'm considering getting a group of friends together to share a membership, because 80 bucks is a bit stiff for me. If you regularly purchase a lot, however, it can quickly make up for itself and pay off "in spades." It also stores your shipping and credit card information (if desired)--even multiple addresses and payment methods. Of course, all of that is available with regular (free) Amazon membership, as well.

-----------------------------------------------------Shipping----------------------

The really "killer" aspect of Amazon.com (or just the "icing" on the cake), is the FREE "Super-Saver Shipping." Most, if not all, items offered directly through Amazon are shipped, via ground, with a final delivery time of 5-7 business days "AFTER it ships," when your order total is over $25. I have seen this for even very large items, such as refrigerators. As long as you can wait, you can take advantage of this generous service--just make sure you select it when checking out.

------------------------------------------------------Returns---------------------

Returns have been easy. I bought a Logitech bluetooth headset" from them, which arrived dead-on-arrival. I simply requested a return authorization online, and used the return shipping label which came with the item. It turns out that I had to do this twice for this unit, but it was still not a problem--customer service has been superb, in this regard, and simple to apply for, through a click-through menu.

---------------------------------------------------What Else?------------------------

I check Amazon.com every day--for their product recommendations and specials. The website tracks your buying and browsing history, analyzes it, and gives recommendations each day. There's also a daily "Gold Box" special, which is only good for that day, and (they at least used to do this) would sometimes give you an offer-an incredibly good deal-with a time-limit.

Amazon.com also offers recommendations for discussions, and quite a few "lists." The discussions range from simple product discussions, to far-reaching, philosophical ones. It's a nice feature for those who want to go the "extra mile," and learn a little bit more about the wider world. There are searchable "wish lists," lists of "your friends," "your discussions," and what seems to be an ever-growing list. If you suggest another list, there's a good chance they'll consider it.

Recently, they offered a "wish list" type deal where you would vote, in advance, for 1 product out of 3 or 4, that you would want to pay a greatly-reduced price for. I participated in this, happy to try for a good deal, but didn't end up getting randomly selected, on the particular day, which was different for each special. Of course, I felt a bit let-down, but the terms were clear, and I had fun. However, I read several comments of others that were let-down because they didn't purchase a TV on "Black Friday," hoping to get one through this Amazon special. To them, I say,"You gambled and got the short end--at least you were offered a chance."

--------------------------------------------------------Summary----------------------

Amazon.com is a superb online retailer. It does, in an online kind of way, what Wal-Mart does, in a brick-and-mortar kind of way, but even better. Where Wal-Mart has come under fire for putting smaller, "mom-and-pop" businesses out of comission and ruining small town culture, Amazon has partnered with them, and can carry on business without significantly affecting them--except that even those relatively isolated customers can enjoy the same specials and discounts that their big-town counterparts can. In fact, I wouldn't be surprised if they didn't force Wal-Mart, Target, etc., to develop similar websites, just to get in on this market--still, they have "set the mark," very high, and retain the leadership position, as far as I'm concerned. What's there not to like?

They have an excellent selection of books, including Tom Muzila's Mental Karate"--a new book detailing how the average person can greatly increase their mental strength. I've also located a long sought-after (and even newer!) edition of a college (physiology) textbook, at a FRACTION of what I'd originally paid for it, through one of their third-party collaborators.