It's a toughie.
I use Prime for deliveries, photo storage, streaming music whilst I work, for my kindle and Video. Even if you don't shop with it much it's still pretty good value. They've also just added imdb tv which has ads which I could live with in return for lots of content.
Netflix though win it in terms of content available. Some of the documentaries on Prime Video are awful.
I hadn't replied to this thread yet as I couldn't decided one or the other. If Prime Video didn't come with the other stuff I'd never subscribe, but it does.
I do try to limit what I buy from Amazon, and if I see an independent retailer is having to use them as a shopfront I do try to buy from them direct.