Even if the core shopping/delivery service fails you, if you complain, they'll take the "customer is always right" position and make you whole. They'll refund or re-ship with no questions asked, without requiring you sending back anything or even so much as providing proof.
I'm sure some people must take advantage of that level of customer service, but it's a really pleasant experience.
I complained about a failed delivery (broken box, one item missing). They refunded me but then immediately put me on a watch-list, threatening to ban me if I ever complain again. I will never buy anymore on amazon.
While this is a great deal where everyone wins… it can cover unsustainable practices in the market. They can grow revenue like a fractional reserve bank - which would unwind rather quickly if the venture arm ran into trouble.
The creators "invested" in foreign companies that would buy their product. They had realized that $1 of product sold was making them much more than that in the stock exchange...