Even if HealthCare.gov worked as well as Amazon, buying insurance isn't easy. And for many young, first-time insurance buyers, trying to pick the most cost-effective plan can involve a steep learning curve.
It's a key hurdle for Obamacare. To work, it's important that young, healthy people buy into the Affordable Care Act and get covered.
Thirty-year-old New York City real estate agent Michael Chadwick has been uninsured for more than two years, but he's been in no rush to wrestle with signing up for insurance.
"I haven't really spent much time looking at the website and really focusing on the plans," he said. "I've just been focused on work."
Chadwick has also been putting off medical care. He is overdue for a MRI screening, after having a benign tumor removed from his leg in college.
(Read more: For young and uninsured, affordability is key)
"The past couple of years I've been in that great bracket of making too much money to qualify for aid, but not making enough with all my other bills to afford health insurance, " he said.
Katy Irwin, a 28-year-old graphic artist, has put off getting dental surgery and buying insurance for the same reason.