Amazon does feel pretty unavoidable for the long tail, though.
Hm, anyone here want to start a company?
I haven't researched the industry extensively, but I'm guessing that companies like to keep customer data to themselves and curate what they think is the ideal checkout experience. (Everyone should copy McMaster, though.) That's why you see companies happy to delegate the financing involved in buying their products to credit card companies, but still make their own website/checkout/fulfillment rather than letting, say, Amazon do that for them. (Shopify does seem to have quite a lot of traction, however.)
You have to actually give a shit about it though. Which most of us do. It requires effort and grit to have this level of "customer obsession", and to be fair, I would say we are mostly well compensated for it.
But it's not for everyone. Plenty of SDEs, including in this market just want to punch in and punch out, and not meaningfully move the bar forward. That's probably OK.
It's not good enough for me. My work is 1/3 of my life, 1/2 of my waking life. That better be fucking meaningful and significant.
You'd be surprised, you might enjoy working here too.
But I've heard too many horror stories to ever take that risk myself.
"What have you got to lose?"
By that I mean, we're in a hot tech market. If it doesn't work out, you can likely find a job elsewhere with ease.
OK, but we're about to hit a recession. I'd venture Amazon is a lot safer than many other tech companies to ride out a recession in - the core business (cloud and retail) is fundamentally sound. The company is only ever not profitable when it chooses not to be because it invests all gains into new R&D and lines of business. When things tighten in the market, Amazon refocuses on core optimizations, and realizes massive profits again. Certainly I can't predict layoffs or no layoffs, but noone can, at any company.
If that's true then I could just skip the Amazon pain and go straight to the "job elsewhere".
Of course I use AWS everyday at my job. I think of it like Amish people using power tools at their job.