How to NOT show results from Amazon

You can tell Google you don't want certain results. It's not a perfect solution but it's an improvement. Use the hyphen to exclude certain sites or words. For example:

Tennis shoes -site:*amazon.com -site:*amazon.co.uk

This removes Amazon sites from the search results, however, Amazon sponsored ads can still make it through, I don't think Google provides a way to exclude who you see ads from.