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 my credit card number to random sites has been enough to get me to move 50% of my shopping to retailers direct.