The environments are totally different. Would you prefer rural Ohio, Amherst, or rural North Carolina?
I would consider that first among non-academic fit variables.
Another thing to consider is the social vibe at each school.
Finally, UMass is part of the Five Colleges consortium, so you could take some classes at Amherst, Smith, Mt Holyoke and Hampshire.
For academic fit, look at things like the following:
- Available courses in your major and other majors you might like
- Distribution requirements for a degree
- Class sizes
These are all fine schools, but they are in massively different locations and may also show notable differences in social and academic fit. Unless cost is if no concern, consider that too if there are sizable cost differences.