Amazon goes above and beyond
When there's been a mistake, a company should make their customer whole. In this case, when I reported to amazon.com that a package never arrived, one which they showed as delivered, they issued a refund plus a $5.00 gift certificate for my trouble. The gift certificate makes me more than whole.
Customers can sometimes be made happy enough. And they've kept their so-far untarnished record with me.
I call that good business.