Cons of buying directly from a seller's own website:
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sometimes their website sucks (I just had to force Desktop mode to be able to access the Cart, because in mobile view the site's logo banner obscured the Cart button)
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usually more expensive than other options
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usually charges more for shipping than other options
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often not very speedy about getting your order out the door (I've had orders take up to two weeks to even begin fulfillment)
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returns in the case of issues may be more tedious
Pros of buying directly from a seller's own website:
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you're not supporting Amazon.
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you're supporting small businesses
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your order is usually packaged with way more care
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they often have robust rewards points systems in place
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customer service is generally much nicer and actually understands the product to some degree
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you're not supporting Amazon.