Increasingly, I’ve become sensitive to the fact that the vast majority of my purchases are made on Amazon. Step into my apartment and you’ll see almost everything — furniture, canvases, TV’s, books — all purchased from America’s #1 online retailer. My Visa credit card is with Amazon, I’m a Prime member, I have a Fire Stick, an Alexa … so yeah, my life is with the big ‘A’.

2 Amazon-related experiences I’ve had this week that have wow’ed me:

• Setting foot into NYC’s new ‘Amazon Go’ store, a mini supermarket where you can pick up small groceries and lunchtime snacks. The kicker: there are no cashiers. Remote sensors in the ceiling make it such that you can simply walk out of the store, no questions asked. It felt odd to walk out with Starbucks packaged coffee… like I was breaking the law. (At least, until the Amazon app sent me a timely notification that they acknowledged my purchase.)
• Prime Wardrobe. I honestly thought that sell clothing would be a core competency that brick-and-mortar retailers would be able to maintain a grip on for a while — given the logistics of trying on different sizes and seeing how things look on you. However, I just signed up for Prime Wardrobe, Amazon’s attempt to address this. The kicker here: you select a whole bunch of items, get them delivered to you, and try everything on. You then send back, in a prepaid label, what you don’t want. Given that you’re not billed until after you decide what to keep, it’s a fantastic model.

I’m *trying* to diversify my suppliers of choice, but they make it so darn hard. And have such a good value proposition.