I think it's a great incentive to avoid using Amazon at all! They've got way too big and we keep being told they're dodging taxes and not treating workers well.
I buy lots of books and tend to use Wordery which is a UK company. I love their website. As for other purchases, I use Amazon as a shop window and then Google the product I prefer to see if I can buy it directly. I nearly always can, and it never costs more.
I won't be shopping online with my debit card, though - you don't get the same level of consumer rights!