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Re:Jeff Bezos has returned to day-to-day management of Amazon by gilrain on Thursday April 23, 2020 @04:33PM (#22960985)
The competition is the niche retailers that have always been there. They focus on one or a few related areas, and do them well.

Outdoor gear is always genuine from REI or Backcountry. Spices are always fresh from The Spice House or Penzey's. Et cetera.

Re:Jeff Bezos has returned to day-to-day management of Amazon by philjohn on Thursday April 23, 2020 @05:18PM (#22961562)
Exactly this. For computer parts in the UK I usually go to Overclockers UK - free shipping is possible if you take part in their forums and prices are often identical to Amazon.

Even the big-box electronics retailers like Currys regularly peg their prices to the Amazon one now, and I've got three within a 25-minute drive so I can get the item the same day rather than waiting 1-2 days for delivery.