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It depends where you live. There's no one company that's implented in all European countries. All countries have a shop similar to Amazon (often with fewer sponsored products and less drop shipping garbage). There are also a few specialized shops (for books, sports, electronics...). Since 2020 I only buy Amazon if they're significantly cheaper than other sellers. That's about 10% of my purchases.

In DE probably Otto.de is the closest you get (?).

In NL I remember Bol was quite good.

Yeah bol and coolblue are good in Holland

For clothes Zalando is a big one.

Beyond that it gets fragmented into companies serving only a few markets. Alza, Cool Blue, and Media Markt are some that come to my mind.

There's galaxus.com

Galaxus.eu, even.

Lol. What the heck are you using Amazon for? Stop buying shit man. Go outside.