I'm in Germany, and I usually just find a good option outside Amazon, then look for the best deal, which is rarely Amazon. Thanks to express checkout (Google/Apple Pay or PayPal is almost always an option), it's pretty much zero hassle.

BUT, if I care more about getting something real fast than the quality, or if I don't want to pay 5 EUR for shipping (especially cheap stuff), I'm not aware of any competition Amazon has here. I use it quite a bit still, for these two use cases.

Buying online direct from the manufacturer? Almost everyone sells direct. Use Amazon to find the seller and then contact them directly.

Thousand of long-tail ecommerce sites focused on narrow markets; buying things directly from the supplier; using other large-scale marketplace e-commerce sites and aggregators like Walmert, Newegg, Rakuten, etc.

Amazon isn't the only place to buy things. There are millions of other retailers both online and offline.

Depending on your constraints, the Walmart app

Competition.

I don’t understand the question. The reasonable alternative is to not use them and buy stuff elsewhere. There’s a million places to buy stuff. I haven’t ordered anything from Amazon in months.