I’ve found a lot of times, trying to buy directly from the independent seller is still fulfilled by Amazon assuming they don’t just do all of the e-commerce through Amazon. I end up with slower, more expensive shipping and Amazon still gets a cut.
We don’t have many “local” stores where I am, except for the hardware store which is a franchise. The local stores are all owned by a large out of state corporation. I still try to support them since they employ people in the community. We have multiple Amazon warehouses in the area too, between that and the delivery stuff they employ a lot more people than the local stores do and many products have same day delivery, so even there the math isn’t simple. The options are usually how much do I want to pay and which corporation do I want to give money to.