I agree with Denny - there’s an anti-woke Backlash. Even the stupidest things are being politicized.
Here’s a RAZOR commercial, advertising to NOT buy Harry’s razors due to their woke posture, but rather to buy Jeremy’s razors, and be a REAL man.
JFC!
I’m also seeing “regular” Black guy YouTubers highlighting Larry Elder and Thomas Sowell. And conservative Black talking heads, taking leadership positions on “news” desks.
Stay tuned. This divide promises to get worse.
I’d prefer that companies NOT “choose” sides, but, boycotts DO get the C-suite’s attention?
AMZN is the proverbial 1000 Lb gorilla.
I don’t own it, but, if I wanted a business that is likely to retain “value”, I’d certainly consider AMZN. Bezos has a “capitalist”, screw-everybody-for-a-buck reputation.
SHOP is similar: big dog in its space, entrenched. Doesn’t have the AMZN recognition, or AMZN’s ruthless reputation?
I buy from AMZN prime all the time. If I’ve ever gotten anything from SHOP, I don’t know/remember it.
NFLX has been kicking the “family and friends bootlegging the NFLX logins” can down the road for several years … I think the Backlash will be more due to that than to woke… but, there may well be a tarred with the woke brush stain, too.
At any rate, NFLX seems more likely to suffer than AMZN or SHOP. IMO of course. 
ralph does NOT own AMZN or SHOP or NFLX.
I choose TSLA for the 1000 lb gorilla in my zoo.
For stability I choose NVDA, which is also a gorilla.
Deep fakes were used in the recent South Korean elections by the winner to explain his positions and AGAINST Ukraine’s Zelensky.
I don’t have a feel for whether any of the political and or anti-woke stuff is “truth” or not.
But, I do have distrust. LOLOLOLOL.