Their reputation actually dropped for many more reasons.

Prime was one reason - I always hated it and I felt that when Prime came out, the general service elsewhere declined. I could not accept to be a second class citizen now. Either I'd have to also use Prime - or stop using Amazon. I opted for the latter.

But there were also more complaints that people made online, which was different before Prime. The opinion of others does influence me a little bit; I try to not let it influence me, but truthfully when there are many negative comments, one becomes suspicious too. Perhaps one reason Google disabled downvotes on videos, as this was a quality control step by some users, which helped a bit; I would not waste my time on horrible videos. And for the most part, users voting was working ok-ish.

Well sure. I mean their reputation for being able to deliver the thing I thought I was buying, rather than some counterfeit crap.