At first I thought it was gonna be an impossible effort, but since I'd take Google over Amazon any day (although also not super happily), I do a lot of the last mile (finding a good/non-shady offer for a specific product I've already decided to buy through reviews) there. And usually I find it cheaper with equally fast shipping. For stuff I commonly buy, there are really strong competitors (at least in Germany) that I buy from by going directly to their website.

Had to first realise that a lot of the stuff Amazon was at first unique for, is now pretty much a commodity. And their offering certainly hasn't improved in the last years in my eyes.