Same here. I try to avoid Amazon as much as possible. In the Netherlands we do have 'Bol' but it basically boils down to the same thing: giving your money to one big player.

Another option is getting it at the Dutch Online Library but they have a limited selection.

In some cases you can buy the book directly from the author (like Derek Sivers) but that's more an exception than the rule.

I really wished there were more small e-book stores. Maybe focused on specific genres but so far I have been unsuccesful finding any.