You don't need to outrank Amazon. You need to be found by people within twenty miles who need what you do. That's a much easier fight — and most of your local competitors aren't even trying.
Start with your Google Business Profile. It's free, it's the box that appears above the search results, and for local searches it matters more than your website. Complete every field, add real photos, and keep it updated.
Then reviews — the single biggest local ranking factor you control. Ask every happy customer, make it easy with a direct link, and reply to every one. Ten genuine reviews put you ahead of most local rivals immediately.
On your website, be specific about where you work. 'Serving Derby, Nottingham and Leicester' beats 'serving the UK' every time — because that's what people actually search. If you cover several areas, give each one a genuine, useful page.
Consistency matters too: your business name, address and phone number should match exactly everywhere they appear online. Search engines treat mismatches as doubt, and doubt costs rankings.
Local SEO isn't a dark art. It's a handful of unglamorous tasks done properly and kept up. Which, conveniently, is exactly the kind of thing we build into every website we make.