This right here. I own an e-commerce business, and I sell on Amazon, but I do about 10x the revenue on my own site that I do on Amazon. I'm in no way unique in

This right here. I own an e-commerce business, and I sell on Amazon, but I do about 10x the revenue on my own site that I do on Amazon. I'm in no way unique in this regard - for all of the talk of how much Amazon dominates e-commerce, the reality is that it's never been easier to successfully run your own e-commerce site (just look at Shopify's market cap). Sure, if you're selling totally commoditized goods that's a different story, but even there you've got substantial enough web presences from retailers like Walmart and Target that Amazon still can't reasonably be called a monopoly.