I happen to know exactly what I’m talking about - you right now can look for an item on Amazon and see “this product is available at a lower price with <slower shipping>”

You right now can set up a site on Shopify and sell your goods.

If you are selling a differentiate product instead of cheap crap imported (or drop shipped) from China, you can create demand without going through Amazon.

For instance, I was specifically looking for Samsonite zipper less luggage because I trusted that brand and it wasn’t available on Amazon. They chose not to sell on Amazon and I bought it directly