I live in a pretty suburban area in Florida. A trip to Target, Walmart, Sam's Club, Home Depot, Lowes, etc. costs me about half a gallon of gas ($1.60 at the moment) and an hour of my time. Then there's the risk that they either don't carry the item I'm looking for or that it is out of stock. That usually tips the scales in Amazon's favor even if they aren't the cheapest.

I used to live in Naples and Orlando. Amazon didn't have prime back then, but I would definitely buy it if they did.

A Zipcar to Everett's Costco and Target had been a solution for us for a couple of years until we moved.