> It doesn't have to do with Amazon. It is just how ads work.

It doesn't have to be that way. Can you keep your search results pure and put ads next to them. If the ads are good, customers will be interested.

Yes, you will have fewer clicks (i.e. less ad revenue) than if you try to deceive your customers by not clearly marking ads. But you don't have to enshittify your page. Enshittification also lowers the value of your business, particularly in the long term.