We are a power user of Amazon UK, but it is becoming increasingly customer unfriendly in the last 6 months: 1. The customer service has definitely gone downhill where they cannot explain charges that seem to appear on credit cards for no purchases whatsoever. 2. They have become classic bureaucracy with typical "Keep on chasing us even if it is our fault that we have misplaced your delivery and our system will happily keep you guessing". 3. Gift cards - get a few gift cards, scratching is a mess, then the mobile app wont scan them easily (maybe 10% times). So, you type letters that are confusing (VU, G6 etc). Then they have recently put in security captcha that appears, you guessed it, everytime and not once in a session. It seems that they are actively discouraging Gift cards and creating a slush fund! Rest is all fine as of now and I will provide more concern areas as they become apparent. I am amazed how they have been able to alienate an ardent supporter like me in the last few months.