Cancelling Prime seems to have a big natural impact. I heard stories about how much order volume goes up after someone joins Prime, and it seems the opposite is true as well. I cancelled my membership when they started charging extra for ad-free video. It just felt so cheap and petty, since I was already paying for Prime. This was just the straw the broke the camel's back. I was already pretty fed up with Amazon due to being sent counterfeit products, used or open box items being sold as new, the push to leave retail packaging on my porch, all the fake reviews, the inability to find quality items via their search, the site being overrun with low quality garbage being resold from AliExpress for 10x the price, the concern for the future of my local stores, wishlists no longer supporting external links or simply ideas, etc, etc, etc.

I still do make the occasional order out of laziness or a lack of other options. However, I looked up all my orders from the lifetime of my account and charted them a couple weeks ago. After 6 years of year-over-year order increase, and a 17+ year overall uptrend in orders... they fell off a cliff once I cancelled. My orders fell by 60% the year after I cancelled Prime, and it's on pace to drop even further this year. I even did all my Christmas shopping last year without any Amazon orders, while previous years were 100% Amazon.

Going down to 0 can be hard, but even big drops in orders will have an impact. And if that money goes to other retailers, and demand grows, they can invest in more inventory and a wider array of goods that people need. Any percentage shift away from Amazon is progress, especially in done my the masses.

I'd encourage everyone to dump their Prime membership. If you order more than $35 you can still get free shipping (you just have to be explicit in selecting it and be vigilant during checkout to avoid the multiple traps to try and get you to sign back up... lots of dark patterns). Shipping times are a little more unpredictable. Sometimes it still only takes 1-2 days, while other times it seems to take a week or two. Most things aren't urgent. If they are, I try to find them locally.

I've also tried to stop obsessing about finding the "best" whatever it is I'm looking for. When online, there are a lot of traps, but one of the things I expect retail stores to do is make sure they are carrying quality products they'd stand behind. They don't want returns or to get a reputation for selling junk. I was getting a toaster a while back and instead of spending hours researching online, I just went to a store I frequent, looked at the 5 options they had, and picked the one I liked the best. Hours of time saved, and the toaster works fine. I expect I'll have it for many years to come.