The hardest part to combat is laziness. Amazon is a one stop shop. Personally I don’t care to shop online much anymore but when I do I’m always using direct websites for the companies since I know what I’m looking for.
Also something scary to think about, They could lose most of their customers and still thrive because of how much money they have already pulled in.
Firefox isn’t far behind now. They just announced ads are coming and they know their platform is used heavily with ad blocking extensions so they’ll cut it