Personally, I am sticking with Intel. What I do is go to this chart:
https://www.cpubenchmark.net/high_end_cpus.html
Then I scroll down and find the first thing Intel that is in my price range and not a Xeon. Right now that would be the i7-9700k probably for $364. While it has almost 18,000 CPU marks, it's around $700 for an Intel that's about 20,000 CPU marks. Not worth the cost difference.
Then I look at which socket type it takes and if there are different choices for how many nm for the lithography process. Ultimately, I find the popular one that takes the cheaper memory if there are two slightly different sockets... or the newer one...
Then I pick a chipset. I try to find an Intel North Bridge and South Bridge chipset after reviewing which Intel chipsets do what, I filter on boards. Next I find things I want like a TPM, and ultimately I pick the manufacturer I want to buy it from after reading discussion forums. Generally, I want something not built in mainland china if possible, and with solid-state caps. At the very least, I want support that isn't overseas.