As an Amazon seller for the past 5 years I watched Amazon just takeover ecommerce.

But I am getting ready to open a shopify store off Amazon.
Why?

Because as amazing as Amazon is I don't want to have to fully rely on them. That is basically the ecommerce version of feudalism.

I want my own email list and a place free from Amazon where I can send customers should I need to. Plus 37% of households is still a lot of people, many of which don't like Amazon for one reason or another.

But still, if you are just getting started you need to have a major reason to not start on Amazon.