I'm in Germany, and I usually just find a good option outside Amazon, then look for the best deal, which is rarely Amazon. Thanks to express checkout (Google/Apple Pay or PayPal is almost always an option), it's pretty much zero hassle.

BUT, if I care more about getting something real fast than the quality, or if I don't want to pay 5 EUR for shipping (especially cheap stuff), I'm not aware of any competition Amazon has here. I use it quite a bit still, for these two use cases.

I think EU still has a chance but here in America we’ve succumbed to the Bezos convenience