It's the speed it happens at, the sheer wealth of selection, and the convenience that's amazing. I can get on my phone while waiting for the coffee to brew, order an item, and it'll be waiting on my porch the next afternoon (if not sooner). While I may have waited for it longer than if I'd driven to the store and bought it, I've used up considerably less of my own time to acquire the product. Had I driven into town, parked, gone into the store, waited in line, paid, then gone home, I'd have at least an hour in it. With Amazon I have less than a minute invested.