Opportunity cost can be a big thing. You could be working for money instead of doing something which doesn't increase your wealth.
As a metaphor an "opportunity costs" is helpful for thinking about the value of time but it becomes an ideology in itself if you take it literally.
I think we do that implicitly. You would probably love to play with your kid all day but you chose to make some sales calls so you have money to support the family. But you don't make all the sales calls you could make so that you have family time.
So while sure we don't put a monetary number on our hours explicitly, we do have points at which selling our time is and isn't worth it.
I agree that the convenience of Amazon does create value for customers and that it makes sense to try to quantify that somehow; otoh that convenience also manifests negatively in things like unneeded purchases and comparison shopping paralysis. So I think the math on it is indeed a bit suspect.
Though I suppose as big box and discount retail has eaten the lunch of specialty stores, malls, and so on, many of those other benefits (discovery, browsing a curated selection of products, trying things out/on, conversing with a knowledgeable salesperson, etc) have faded somewhat. But on the far end of all this, I'd expect the only brick & mortar stores who are going to "make it" against online retail will be those who can not just promise and deliver on these extras, but also persuade their customers that the extras are worth paying for, whether that's via higher prices, a direct patronage model, or the ability to offer an exclusive paid product not available online.
Every so often I think about buying some thingy or other, then get lost in a rabbit hole comparing all the options and sifting through fake reviews.
Sometimes I'll "come to", having wasted 45 minutes, close all the tabs, realising I never actually needed the thing anyway.