I've also found Amazon's prices getting less competitive, especially for things you'd usually buy at placed like Target (drive up pickup is amazing). Combined with the endless search results that are likely counterfeit and full of fake 5 star reviews, it's just too much work to buy things from Amazon for too little benefit.
As a consequence I've found myself ordering more from retailers directly, without any real downgrade in shipping.
I've been using Fakespot but at the same time I have always wondered wtf Amazon is doing about it at all.
Could it have to do with the specific categories I shop in? Maybe the stuff I buy from Amazon just isn't profitable enough for the bad guys to bother counterfeiting?
Now Amazon India's supposedly experimenting with a $12 (999 Indian rupees) "Prime Lite" plan, and even that is unappealing to me [1].
For entertainment, Amazon Prime in India is a weird concoction of content and placeholders for other streaming services that you have to pay extra for. They intend to be some sort of single-stop gateway to multiple streaming services, but end up being a total mess.
[1] https://techcrunch.com/2023/01/14/amazon-prime-lite-membersh...
Once I'm not using Prime, my reliance on Amazon for free shipping evaporates and then I no longer am using Amazon exclusively for general purchases.