I've noticed there are often items that are cheaper non-prime, but then you get the choice - you don't have to order prime, you can pay a little less to order from someone else - but then it's often not two day shipping. Often the non-prime price + shipping is about the same as prime. I've been a prime customer for some years now, and with as much as I order, it's certainly worth it. Plus we get some subscriptions now, like the specialty dog food we need to get, which makes it even cheaper. So yes, I start with Amazon, and only if I can't find what I want, or I do see shenanigans from the seller w.r.t. shipping and so forth, do I search elsewhere.