I’ve found that the rise of Apply Pay as a payment mechanism on random sites has been helpful in getting me off of Amazon. Often it’s just as easy to order something direct if they have Apple Pay (or ShopPay, but I have other issues with them) and the same price as Amazon. Plus discoverability is awful on Amazon anyways. Still don’t get the Whole Foods return ability when not shopping from Amazon, but not punching in…
For me, Amazon cuts delivery times, improves reliability and makes returns 10x easier.
I was even able to get another 30% off an already sale price for a Kindle because my old one (>5 years) died, and they couldn't fix it.
Not justifying any particular actions on their part, but their customer service has been above and beyond and other major retailer I've interacted with.