As a consumer, Amazon has saved me many times from overpaying for products and keeping my money in my pocket. Amazon for me in the US is a great benchmark and provides me a good service in deciding the price on products. I also use Amazon as a bargaining chip when buying locally. I'll show the product to the store owner and see if they will match the price. If they do, great, if not, then it's a quick decision how badly I need the item.