On the CPU side, they've had an excellent execution, even before Intel started to lag in and around ~2020 or so.
I was building a PC in mid 2018 and I went with a Ryzen 7 2700. Sure ST was lagging behind intel, but you got decent ST performance and an 8 core CPU for the equivalent of $330 USD or so.
At the time, on the intel side a comparable SKU would be the i7-8700K, but that was equivalent to over $400, with moderate ST uplift and only 6 cores. From what I remember, motherboards were also more expensive for Intel at that point.
On the GPU side, I think the first time AMD has stopped screwing up was with the 9060/9070 series. Thus are compelling SKUs relative to Nvidia's 60 and 70 series of GPUs.