Ask HN: Is there still money to be made in ecommerce?

Just wondering what the consensus here is really. I've been involved with eCommerce for about 10 years now, and I've noticed that it's slowly got harder to compete with so many great general eCommerce stores like Amazon and so few niches that haven't got at least a few decent eCommerce stores already set up to serve it. I'd be really interesting if hearing if anyone here has started a successful eCommerce store in the last 2 or so years. Specifically, how do you compete or avoid competition from big names like Amazon and the others already in your niche?