American actually has fantastic functionality, particularly for Advantage members, which at the end of the day is what really matters for getting value from the site.
Yes its clunky, yes the interface is not slick, but it would be a nightmare to overhaul, and I can do 95% of what I need to do with my American bookings right there on the site.
Most critically, finding and booking reward flights is very quick, and very easy.
Amazon is really a benchmark retail site - great availability, lots of options, and incredibly easy to initiate and complete and purchase.
I don't think any other site makes it as easy to quickly choose different delivery addresses, billing addresses and payment options.
Now they need to work on their horrific user interface!
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