I find that most store owners I work with aren’t trying to do things that will trick their customers. Most are just trying to do the best they can to give their customers a good experience but also implement common practices used in the industry.
The danger lies in using the same tactics amazon is using. They have already created their brand. They have already established trust. And they know the line they can walk to maintain enough of that trust.
Your brand, your store is different. You are still trying to develop that trust with your customer. Additionally, you should be striving to be seen as an expert to your customer by helping them learn how your products will help them. That is how you are different and it is why using dark patterns and other toe-the-line tactics are risky.