I don't see much of a need to buy from Amazon anymore. Almost always there is a smaller business selling same stuff cheaper, and as a plus I feel good about not supporting big American corporation.
Of course there are exceptions, like some businesses selling exclusively through Amazon.
Shopify has been a game-changer in that regard. With millions of small stores it’s easier to find anything, have a fast and familiar checkout, and some channel for recourse if you didn’t receive fair treatment by the merchant.
It’s not a bad deal at the end of the day for any party IMO.