8 Ways Amazon's Service Shines

7. Encourages (controlled) competition: Amazon customers can either purchase an Amazon-fulfilled product or choose from another retailer which stocks the product. Amazon also allows merchants to sell goods as "new," which is a rarity on selling platforms. While it's noble of Amazon to give competitors a shot, the retailer puts a lot of pressure on them to offer quality products and stellar service. If third-party merchants don't maintain their ratings level, which is largely a reflection of their service, they can be kicked off Amazon.com. The "Buy Box" algorithm uses total landed price (item plus shipping), fulfillment by Amazon, company rating and shipping time to control a user's experience.