The internet seems to think so.
Search trends for “sell on Amazon” and “side hustle” have been moving in lockstep for years. But ask any experienced Amazon seller — someone who isn’t trying to sell you a course or software — and they’ll tell you the truth:
It’s not easy.
Amazon generates over $500 billion in revenue annually, and the majority of that comes from small to medium-sized businesses — people like you and me. Thousands of sellers earn over $1 million in revenue, proving that success is possible.
But is it a true side hustle?
The reality: Selling on Amazon is hard, risky, and requires more skills than ever before.
The Harsh Truth About Selling on Amazon
Amazon isn’t a quick and easy passive income stream. With over 1 million new sellers expected to enter the marketplace in 2025, competition is fierce.
I recently spoke with a close friend who wanted to start an Amazon business as a way to generate extra income for her growing family. But there was a catch:
She couldn’t afford to risk capital.
And that’s where the challenge begins.
🔹 Amazon can’t guarantee any outcomes.
🔹 Amazon can’t guarantee your inventory won’t sit stagnant.
🔹 Amazon can’t guarantee that compliance issues won’t shut down your account overnight.
I couldn’t confidently tell her she could rely on Amazon for an extra few thousand dollars a month.
Yet, she’s still interested. She’s still asking questions.
The Other Side: Amazon as a Launchpad for Long-Term Growth
On the flip side, I have another friend who has taken a strategic approach.
He researched a multi-year search trend.
He’s positioning his product for long-term growth.
He understands the risks and is fully prepared to navigate them.
For him, Amazon isn’t just a side hustle — it’s an entry point into a real business. His methodical approach makes me excited because I’ve rarely seen such a clear opportunity for success.
The Amazon Game Is Getting Harder
Amazon's frontier days are over. Big brands are consolidating their dominance, reputation is paramount, and new entrepreneurs face a significantly more challenging landscape. To succeed, you need more than just Amazon FBA knowledge.
It takes:
🔹 Capital to start
🔹 Advertising skills
🔹 Design and branding expertise
🔹 Logistics and supply chain knowledge
🔹 Software and data analysis skills
If you don’t have an edge, you’ll struggle to stand out.
Key Takeaways: Is Selling on Amazon Right for You?
🔹 Amazon can be profitable, but it’s not “easy money.”
🔹 New sellers must be ready to invest time, capital, and skills.
🔹 Having an edge — market research, branding, logistics — is critical for success.
🔹 Those who navigate these challenges effectively can build real, long-term businesses.
I tell my friends this: Selling on Amazon isn’t a side hustle — it’s a business.
