@ Martin, Amazon has been the the number 2 listing second only to Google Shopping in my niche since May 2013. Maybe a little longer but I did not notice. That is just the new norm. We just have to accept the fact that Amazon has the most organic money.
If I see three ppc ads for one of my competitors for any word related to, or not related to, the current search. He will be in the top slot for the niche.
About the only thing that will fix this will be the government breaking them up like they did with the phone company monopoly. But being they are in cahoots, that won't be happening.
Better get out your ppc money.