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I think this could be a really bad thing for Amazon. I have Prime right now, but I'm extremely marginal. I'll check what's on Amazon prime video just because I have it, and I'll go to Amazon to buy stuff because I have prime. But really, I can definitely do without it and if I do cancel my subscription there's basically no reason for me to buy anything from Amazon. All the stuff that I would just hop on prime for now, I'd just add to the weekly shopping list and pick it up then. I work in London so I can pick stuff up on the way to or from work very easily. I wonder if I'm in a tiny minority or if there's lots of people out there like me.
I think many people feel the same as you, including me.

The other day I was shopping for a camera lens, and instinctively I went to Amazon first, I found the lens but it was not shipped with Prime, so I went to look for it at B&H and Adorama. The difference to me is that if something says "Prime" then it's in stock and ready to ship, otherwise it will take over a week. B&H and Adorama both have their stuff in stock and are ready to ship the same or next day, so I know I'd receive it within 2-4 days.

Now compare that to the option between waiting almost a week for something from Amazon without prime or picking it up the same day from a local store as you had mentioned. Prime is definitely an incentive for me to even look at Amazon, let alone shop.

It's a bit confusing to me why people use amazon in europe...

Amazon where I live delivers in 1-2+ weeks and has prices which are similar or more then local shops.

Local shops deliver next day, have excellent warranty and customer service and prices are the same or lower... Also no force pushing of prime or getting nickle and dimed for delivery.

There's also the issue of not finding anything good on amazon (lots of knock offs), whereas other shops have curated lists with nice filtering and advice...

Amazon was basically the best internet shopping experience in Germany between 2002 and 2015 or so. Initally free shipping for everything over 20€ (and books), easy returns, trustworthy reviews, great prices, good brands, giant catalogue of products... Nowadays, not so much. Also other retailers have caught up, but still the ease (and good memories) of shopping at amazon remain and thus people still somehow like it. But it won't last if they don't get their shit together. There's no lock-in like in social media (and people in Germany don't like paying extra for prime).
Customer service. Something sold by Amazon is defective, you get a return label and then a replacent or money returned to your card.

Something sold by a local B&M is defective, it has to be "checked by the repair department/importer/subcontracted local service center", for a coue of weeks to a month, then if the people holding your stuff decide to ghost you you're SOL.

And good luck returning things that "technically work" but not really, like a toaster that warms up but doesn't toast bread, or a non-stick pan that sticks.

One local shop has 30 days return period, another has 100 days, no questions asked, you get money back. (i usually just say i dont like it and thats the end of it)

In EU by law anything sold online can be returned in 14 days. (with some exclusions like personal hygiene)

So i don't see how B&M can skip the 14 days, I could report them to consumer protection agency and they'd get massive fines.

Ironically, amazon is in the 14 day bracket for no questions and 30 days for defective... so worse...

Customer service - I can contact local shops on whatsapp, I can drop by thei physical locations, etc

It’s highly likely I’ll decide not to continue my Prime subscription. I buy very little and there’s not much value in Prime Video for me at the moment. Incidentally I’m keen to “send a signal” since it seems to me that Amazon is taking our custom for granted.
Amazon raised Prime prices in Canada recently, or at least sent me an email saying my costs were going to go up.

I cancelled it immediately. Yes, I can afford $2 extra a month.

No, I'm not going to pay $2 extra a month to the most profitable company on the planet to make sure their margins don't decrease even slightly.

I think it's going to become increasingly obvious that the fairy-tale low prices of the likes of Amazon Prime and Uber are unsustainable. The factor everyone is overlooking is that actual people are involved. So far Amazon has been working on a policy of disposable labour but that can't continue forever.
This is clearly surfing on the inflation wave to raise their price without a direct relation to it.

I cross my fingers so that they will get punishment from the market.

Yes, must be that everybody is just surfing on the inflation wave.