I've been using their stuff for years in my personal stuff around the house, including my motorcycles, but not because I think it is vastly superior or anything like that.
Nope, I joined their "Preferred Customer" program, which allows you to buy anything they got for dealer cost. They handle all sorts of things, too... Not just lubricants and other chemicals - Bosch plugs and wipers, all sorts of filters, too. In fact, I use their oil filters on my bikes and my personal car, and according to some independent testing and evaluation their oil filters are among the very best, and usually cheaper than the factory filters.
Buying through the "Preferred Customer" allows me to make large *stock* orders for my garage and have 'em dropped at my door. Since Amsoil has a company warehouse in Dallas it never takes more than three days to get here, either. I usually save enough on the first order each year to more than cover the cost of joining the "Preferred" program, and I usually make 4 to 5 large orders a year. Amsoil runs in my lawn mower, trimmer and other power lawn gear, ran in my dirt bikes, runs in my Suburban and in my BMW and Yamaha, among all sorts of other things... Like I buy their multi-purpose spray lube to use all around the house, from lubing squeaky hinges to cleaning guns. I use their suspension fluids, use their chain lube on my chain-driven motorcycles and my bicycles, their vinyl protectant in place of Armor-All, and on and on. For me it's really more of a convenience thing - shop from home and have it delivered, no hassle.
Now, all that said... If I didn't use the Amsoil I would be running Mobil 1 synthetics in everything. It's that good, and was what Ilmor Engineering, Cosworth Engineering, TWR, and Speedway Engines wanted you run in the engines we sourced from each for our race cars, period.
If I'm on the road and don't have any spare Amsoil with me and I need a bit of oil, etc., I buy some Mobil 1.
Dallara