When Eugene Khayman first got involved with Million Dollar Sellers, it was essentially a support group for entrepreneurs building businesses on Amazon. Back then, the opportunity seemed almost limitless. Today, ecommerce feels a lot more complicated. Competition is tougher. Customer acquisition is more expensive. And sellers have many options beyond Amazon. At the same time, Khayman believes Amazon itself has changed—and not for the better. In a recent post on X, he argued that Amazon’s growing fees are “destroying the marketplace it created.” He’s now leading a campaign called Save Our Sellers, aimed at pushing back on policies that many third-party sellers believe are squeezing the businesses that helped make Amazon dominant in the first place.In this conversation, Khayman explains what sophisticated ecommerce operators understand that many traditional small businesses still don’t, how AI is beginning to reshape online selling, and why building a business on someone else’s platform can feel both irresistible and dangerous. We also talk about the tradeoffs between selling through your own website versus chasing visibility on giant platforms—and whether Amazon is still worth it.