My experience ordering from Shopify sites over the past or two: the checkout is now faster and easier than Amazon. Overall Amazon's failings are good for everyone else involved in e-commerce. The bottlenecks to purchasing online 20 years ago are far behind us now.
If your business is selling low margin items at massive scale then Amazon probably continues to win (in the US.)
If your business is selling low margin items at massive scale then Amazon probably continues to win (in the US.)