Well Intel used its massive monopoly and market domination to prevent all the biggest providers from using AMD. To a point where AMD literally couldn't give away chips for free.
In some years Dell profitability basically depended on them not selling any AMD, because if they did, they would get the massive subsidy from Intel. These company were losing market share because they couldn't sell AMD systems, but that was preferable to not getting rebates.
This lead to massive anti-trust style lawsuits in Europe, the US, Japan and other places, and basically it lead to a 10 year legal battle that only ended because AMD was simply out of money to continue to fight the legal fight. So the made a settlement to get some cash.
If intel didn't have such insane market dominance, incredibly balance sheet and high margin for all the legal battle and all the fines, AMD would have really, really hurt them in the 2000s. But they could sustain the fight long enough and when AMD made a misstep, and Intel didn't, AMD crushed.
AMD kind of saved itself with consoles sales and then managed to turn it around with Zen.