AMD has always been competitive although some years it could be questioned. One of the main reasons I went with AMD was that they 'tend' to keep sockets around longer. Meaning that I could spend out on a nice MB and cheap out on the CPU. Then, in a few years, get a new CPU that works in my MB. Saved money over the long haul.
Buying more expensive motherboard and a cheap CPU was giving a chance on an upgrade for longer, but wasn't the best idea because of how fast everything is changing. AMD sockets were for longer, but if you bought a cheaper motherboard then upgrades were always limited. Higher CPUs couldn't run because of worse power design or other issues. It was especially visible in FX series CPUs. For top CPUs were literally 3 acceptable-designed motherboards on the market. The same AM2, FM1, FM2, AM3 and AM3+ sockets weren't all compatible, so you could buy top AM3 motherboard that still couldn't support higher AM3+ CPUs. Most users still had to buy a new motherboard with a new CPU and it is like that right now too. No matter if it's AMD or Intel, a new CPU almost always means a new motherboard.
There is one more thing. Motherboards with design flaws were usually ignored on the AMD side as long as they were stable. Manufacturers like Gigabyte were releasing multiple PCB revisions of the same motherboards as it was cheaper than admit that the product is faulty (and cover the RMA). Surprisongly, they did that with the Z690 ITX series and will replace all motherboards to a new version via RMA system.
HEDT platforms were usually living longer, if not the new CPUs then had simply longer support. With a mid-shelf is a problem that after ~3-5 months after release, there are no BIOS updates except for critical updates. HEDT usually had support for over a year.
AMD had always worse support than Intel and only recently, manufacturers started to care more for AMD motherboards (recently like since Ryzen 3000).
Either way, we are beta testers for everything nowadays. Manufacturers are not performing proper tests and release unfinished products that are only "good enough" to not cause high RMA loses, but still sell well. We can only look at how many BIOS updates require every new motherboard series. The same story on AMD and Intel side.
The latest AMD CPUs cost significantly more than the previous generations to the point that the new Intel was cheaper than a year+ old AMD and the lower Intel CPUs started to sell much better than AMD (also because Intels have IGP and on the AMD side, only overpriced APUs in limited availability have IGP).