Somewhat of a counterpoint, though with a huge caveat because I was just a grunt: I used to work at Etsy, and Amazon launched a competing product in 2015. Cue

Somewhat of a counterpoint, though with a huge caveat because I was just a grunt: I used to work at Etsy, and Amazon launched a competing product in 2015. Cue the frenzy about Etsy's imminent doom. Hasn't happened yet. Etsy's gone through troubles, obviously, but while I was there at least the general feeling/consensus was that Shopify is by far a bigger threat than Amazon. It's incredibly unclear, at best, whether Amazon has siphoned off any appreciable part of Etsy's market. Different products and spaces, obviously, but just a reminder that Amazon doesn't get it right 100% of the time (see also: fire phone). Also worth noting that SES hasn't put Mailgun/etc. out of business completely (though that's a bit of a stretch of a comparison, I'll admit).