I'm not at all a fan of this Prime-exclusive shenanigan. I'm getting really tired of all the games Amazon plays. Frankly, I feel like Amazon's site provides a pretty awful shopping experience. Searches bring completely unrelated results. Filters are borderline useless. Browsing is tedious and absolutely miserable. Pricing (due to third parties, Prime-exclusives, Subscribe and Save, add-on items, etc.) can be confusing/misleading. In the past I feel like they made up for their shortcomings (intentional or otherwise) by having good prices, good customer service, and convenience. I feel like those advantages are slowly slipping away. Their prices in particular tend to be nothing special these days. Personally, I'm strongly considering not renewing my Prime membership. It just doesn't seem worth it anymore.
I guess YMMV but I'm just the opposite. About the only item I have a problem searching for is memory which is always flooded with crap results but that's largely due to the stupid China retailers that feel it necessary to relist the same item 1,000 different times. But I average 3-5 Amazon orders a month, I can't say I have any problems beyond that finding what I'm looking for. I can't say I find anything on their site remotely "miserable". I've bought everything from clothes to tools to car parts to games to computer parts off Amazon.
I REALLY don't see what could possibly be called confusing/misleading about pricing unless you just can't be bothered to read. They make it quite clear who's selling the item and give you this nice little button to click to see pricing from other sellers if you'd rather.
Last but not least they are ungodly fast, at least around here. I placed the first order I've done at Newegg in a long time because they were a little over 10% cheaper than Amazon (after shipping) and it was an order for a customer that wanted the project done cheap. That was 2a Tuesday morning. I'm still waiting for my stuff. Amazon would have had it to my door by Wednesday night. Probably at least some of it on Tuesday. In retrospect that would have been worth the extra $30.
I've only had to deal with 3 returns, but they made those exceptionally painless.
I'll agree their competition is starting to be price competitive again on merchandise itself. But I paid $35 for 3 day shipping on that Newegg order. It took them 2 days to process the order. Amazon would have shipped it same day or next day for Free. Do that 3 times and you've paid for the membership.
Plus Prime Instant Video has been filling a lot of gaps on Netflix for me.