I think amazon is great of some things, not for others. I am in agreement that I would not buy a wheel FROM amazon, but I might buy a wheel ON amazon. There is a difference, as while some products on Amazon are sold by amazon, many are sold by independent resellers using Amazon for ecommerce. A number of bike shops sell this way, so buying from one of these sellers is the same as if you got it from their store.

For a wheel, I would prefer to get my wheel made from a local place, but many of the LBSs near me don't seem to specialize in wheels, or if they do they focus on high priced racing wheels, not wheels for commuting or touring.

but the wheel is not like buying a Book , it may not be perfect out iof the box and things may be damaged in shipping

reselling a machine wheel lacks the pre delivery checks that buying the same wheel
checked at the shop , then handed to you over the counter in a brick and mortar shop will .

already skilled at servicing your own bike then you can cope with the tensioning and re truing the
banged around in shipping wheel may require , fine.

distributor companies supplying Bike stores have mass produces wheels .
the one here has them on hand for repairs ..

want something not hanging on a hook when you walk in? Speak up they would One presumes work with you .

got a specific rim and Hub ? places like QBP have a back room with people taking shops orders and building to suit
all the parts are a bit less because they are further up the food chain than retail..

I ordered a set using the custom wheel builder on universal cycles website. They allow you to customize everything, it's pretty legit. Should have everything to start putting the bike together next Friday!

that is where I got my wheel built... only one ride on it but i'm pleased so far, no pinging from it or anything on that ride