I avoid Amazon unless the content is exclusive to that service. Even then, I rarely bother to search on Amazon for that exclusive content as Netflix provides more watchable material than my time budget anyway.
The video compression and streaming is also better.
This strikes me as a poor decision, as Fire TV is akin to the "razor" with Amazon Prime memberships being the "blades" that should bring in the recurring revenue.
I've been a long time subscriber to Netflix however, from back when it was DVDs only, and their service used to be pretty terrible. Amazon is behind right now, but they will iterate and improve.
I really believe that Amazon in the long run will come out ahead of Netflix, but I'm not sure if that is a good thing. Amazon is becoming such a huge monopoly in so many ways that I don't see this as turning out well for consumers in the long run.