• Google and Amazon have ambitions to sell AI chips to customers.
• That could make things awkward with Nvidia, which the two tech giants also rely on.
• Taking on Nvidia won't be easy, but one analyst said the process is now "irreversible."

Two of Nvidia's biggest customers might be turning into its biggest threat.

For three years, Nvidia's stock has defied gravity on the premise that the AI industry needs its chips. On Wednesday, when Google and Amazon reported their Q1 earnings, both signaled ambitions to sell their own custom AI chips directly to customers.

So far, Google's TPUs and Amazon's Trainium chips have only been available through Google and Amazon's cloud services. Customers can pay to use them, but they don't own them.

Nvidia is the undisputed leader in AI chips right now. While that shows no sign of stopping anytime soon, recent remarks from Google and Amazon suggest they are ready to challenge Nvidia's throne.

Andy Jassy, the CEO of Amazon, laid down the gauntlet to Nvidia in his annual letter to shareholders earlier this month.

"Virtually all AI thus far has been done on Nvidia chips, but a new shift has started," Jassy wrote, adding that it's "quite possible" that Amazon could start selling its chips directly to customers.

He put a timeline on this plan on the company's Wednesday earnings call, saying "there's a good chance" Amazon will start offering full racks of Trainium chips beyond its own cloud "over the next couple of years."

Google gave an even stronger commitment — and a nearer timeline.

On Wednesday, Google CEO Sundar Pichai publicly said for the first time that the company plans to deliver TPU chips to a "select group of customers" in their own data centers this year, but said the "vast majority" of revenues from those sales won't be realized until 2027.

Pichai said there was a big opportunity for Google's semiconductor business, which would also help fund the next generation of chips. That flywheel could create a mammoth business for Google. Morgan Stanley said in a December research note that selling 500,000 TPU chips could add roughly $13 billion in revenue to Google's balance sheet in 2027.

The company said in its 10-Q filing that it had so far signed a "limited number of agreements" to supply TPUs to customers.

It's also where things could get awkward. Google and Amazon are also big customers of Nvidia. They purchase Nvidia's chips to lease to their customers in their own data centers. Amazon and Google have both said that they will continue to work with Nvidia.

Nvidia shares were down more thean 4% on Thursday. The company didn't immediately respond to a Business Insider request for comment.

'Concerned but not worried'

Breaking into Nvidia's chip dominance will not be easy, analysts told Business Insider.

"Nvidia should be concerned but not worried," said Alvin Nguyen, a senior analyst at Forrester. Nvidia has built a strong ecosystem of hardware, software, and support that has made it easy for customers to choose them, he said.

"Selling products is very different than access to them," he said, adding that Amazon and Google would need to provide services like education and support to enterprises looking to buy their chips.

Google and Amazon's chip racks are also "very bespoke and proprietary" and customized for their own respective data centers, said Patrick Moorhead, CEO and chief analyst of Moor Insights & Strategy. That poses a challenge for reaching mass adoption, he said.

Plus, the chip market isn't a zero-sum game. AI companies are increasingly diversifying and using chips from multiple suppliers simultaneously. OpenAI, for example, has chip deals with Nvidia, AMD, and Broadcom, among others.

However, custom silicon is becoming an "increasingly important part of the AI story" for Google and Amazon, Bernstein analyst Mark Shmulik wrote in a note on Thursday. Both companies are pitching their chips as being more cost-effective than Nvidia's.

That opportunity is also opening up as the needs of the AI industry shifts. Earlier this month, Google announced a new TPU chip specifically for inference — the process of running the models once they're trained — which is becoming more critical as more companies bring AI agents online.

Beatriz Valle, a senior analyst for enterprise technology & services at GlobalData, called the decision by Google and Amazon an "extraordinary move" that will diversify the chip sector — and reduce cloud providers' dependence on Nvidia chips.

"This process will take years but it is irreversible now," she said.

• Amazon is testing a new 24/7 delivery service, offering premium slots for faster shipping options.
• Amazon's new delivery model can add high costs, but increased sales volume could help turn a profit.
• Amazon is also testing premium, faster deliveries for an extra fee.

Amazon built the "Everything Store." Now it's trying to become the every-hour store.

The e-commerce giant is testing a new delivery system that breaks the day into 10 distinct windows spanning 24 hours, according to internal documents obtained by Business Insider.

That's a meaningful expansion from Amazon's traditional delivery hours, which typically run from 6 am to 10 pm. The new structure effectively turns delivery into a rolling, all-day cycle, with faster options carrying premium fees.

The initiative, led by Udit Madan, Amazon SVP of worldwide operations, began as a pilot program with plans to potentially expand across the network later this year, according to the documents.

Selling speed

If successful, it would mark one of the most significant changes to Amazon's delivery model in years, shifting the company from offering fast shipping as a default to selling speed as a premium product.

As part of the effort, Amazon has explored charging extra fees for fast delivery options, including 45-minute and 2.5-hour services, according to the documents.

By expanding delivery hours and introducing paid upgrades for faster service, Amazon is trying to turn the final and most expensive stretch of its logistics network into a new source of profit.

According to internal projections, Amazon projects the new delivery fees and higher sales volume will ultimately make faster shipping a meaningful profit driver, even as it expects hundreds of millions of dollars in near-term costs.

"Explore avenues to monetize (charge ship-fee) on the last 1-hr of delivery," one of the documents stated.

Starting as a small pilot

An Amazon spokesperson told Business Insider the company is conducting a "small pilot in a few US locations" to test a new delivery structure that will "introduce shorter delivery windows" and provide customers with "more frequent delivery options throughout the day."

Amazon has not decided on the future rollout of the new program and is evaluating customer response before deciding whether to expand it more broadly, the spokesperson added.

This is unrelated to last week's launch of 1-hour and 3-hour delivery options, the spokesperson also said. That built on a limited 30-minute ultrafast service introduced last year.

"We are always innovating on behalf of customers and continue to find new ways of offering them lower prices, greater selection, and more convenience," the spokesperson said in an email statement.

Slicing up a day

Under the new system, Amazon divides the day into named, overlapping windows, each roughly three hours long.

The windows span early-morning slots like 3 am to 6 am through evening and overnight periods such as 8 pm to 11 pm and 11 pm to 4 am, each with internal codenames ranging from "Sunrise" and "Coffee" to "Nightowl."

The new system also gives Amazon tighter control over how delivery options are presented.

According to the documents, Amazon wants to show customers specific arrival times, making delivery feel precise and predictable, not just fast. For example, it wants to say the package "arrives in 45 minutes," instead of a window range, the documents showed.

The Amazon spokesperson said the company already provides delivery estimates like "arrive by," and, in some cases, more precise timing as it continues to improve accuracy over time. Amazon is not moving to "exact, minute-by-minute scheduling," the spokesperson added.

Amazon believes a steady, deliberate rollout of the new delivery service will help it better learn and measure the impact before expanding across the full network, according to one of the documents.

Speed is expensive

The plan to charge for faster delivery marks a broader shift for Amazon. For years, the company bundled new perks into Prime at no extra cost. Now it's increasingly charging for premium features, from ad-free Prime Video and Whole Foods deliveries to services like One Medical.

For the faster delivery fee, Amazon benchmarked similar services from Walmart, Instacart, DoorDash, and UberEats, one of the documents showed.

The Amazon spokesperson said this is not a shift away from "fast, free delivery" or "a change in approach." The Prime membership continues to offer "significant value, including fast, free delivery on millions of items, alongside optional faster delivery options in some cases," the spokesperson added.

The push for all-day delivery and speed, however, comes at a cost.

One estimate, based on expanding the service to all sites by July, projects more than $330 million in costs this year and over $780 million next year. A slower rollout, reaching full scale by September 2026, would bring next year's costs closer to $490 million, according to the documents.

At the same time, Amazon expects faster shipping to drive higher order volume and revenue, with the goal of ultimately making the model pay for itself.

The company projects the fully scaled program will increase sub-same-day delivery volume by at least 40 million units this year alone, helping offset the added costs through higher sales and new revenue streams, including premium delivery fees. Those fees are expected to generate at least $20 million in incremental revenue this year, according to the documents.

Over time, Amazon expects the model to turn profitable, projecting about $40 million in operating profit this year and roughly $260 million in 2027 if fully rolled out by September 2026, the documents added.

That helps explain why Amazon is moving quickly to expand all-day delivery. The company wants to "blitz scale" the model across its network this year after the current pilot test, according to one of the documents.

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• Tejal Rives hoped adopting AI at work would help keep her safe from tech layoffs.
• However, she lost her job at Amazon during layoffs in October 2025.
• Rives was disheartened but was glad the experience taught her about AI.

This as-told-to essay is based on a conversation with Tejal Rives, 35, who lives in Arizona. The following has been edited for length and clarity.

In October 2025, I read a news article that Amazon was planning to cut jobs. I'd survived other layoffs, but this time my gut told me I'd be affected. Sure enough, not long after, I received an email that my position as a product marketer was being eliminated.

I was one of 14,000 people impacted, and even though I understood the decision wasn't personal, it was very disheartening. I thought up-skilling in AI would make me safer from layoffs, but even though it didn't, I still think professionals should focus on learning this one important AI skill: prompt engineering.

I thought working on AI could safeguard my job

At the time of the October layoffs, there was debate around whether AI was the reason.

The company was encouraging us to use AI at the time, but I don't think it took my job. I wrote descriptions for internal products at Amazon, and when I used AI to help, I'd need to ask it to rewrite its output without fluff words. It didn't sound like how people talk. Despite my ethical qualms, I used AI, but, in my opinion, it was nowhere close to replacing my role.

Before I was laid off, I helped build an internal site for Amazon using AI. I hadn't really coded before, but with a colleague's help, I learned how to vibe code with a lot of trial and error.

I thought using AI for this project and showcasing different skills would make me more valuable to the company, but in the end, it didn't keep me from being laid off.

Initially, I felt like I'd wasted time by learning something I likely wouldn't use again, but overall, I don't think my efforts were wasted. The most important thing the experience taught me was prompt engineering, the practice of asking AI the right questions. I want to be minimal with my use of AI for ethical reasons, including around the water resources needed to power data centers. Efficient prompt engineering helps me ask AI my question once, without needing to clarify three or more times.

I'd highly recommend that other professionals learn prompt engineering to up-skill themselves in the age of AI.

The workforce has shifted, and you're likely going to need to learn AI and use it at your job, regardless of your moral qualms. We need to up-skill to survive.

I have my own business, and use AI very rarely

My husband and I already agreed that if I were laid off, I'd focus on being the primary parent to our child as well as on my career coaching business, called Do My Resume LLC, which I was running on the side of my Amazon job. Before being laid off, I planned to eventually quit my job and focus on it full-time.

I didn't realize how burnt out I was after four years at Amazon, though, and it took me a while to pivot into working on my business. For roughly three weeks, I didn't touch my computer. I took up sewing and house-cleaning projects because I needed separation from my screen.

Now, my life is slower than it was at Amazon. I spend roughly four hours a day, six days a week, on the business, and spend the rest of my time taking care of the house and my family.

The business provides career coaching and résumé-writing services, but we don't use AI to write résumés, because it's humans who read them. Recently, I used AI to give me advice about starting a YouTube series for my business, so I will use this technology to help me flesh out ideas, but very rarely. I haven't vibe-coded since the project at Amazon.

My husband is the breadwinner, and we can survive on his income, but the business is bringing in some fun money for me.

I think people should prepare for layoffs in the age of AI

Being laid off helped me remember that, at the end of the day, your job and company shouldn't be your entire life. It shouldn't come before your well-being.

I wish I hadn't sacrificed time with my child to get projects done towards the end of my time at Amazon. I'm glad I'm no longer sacrificing that time.

I think there will be more layoffs that will be attributed to AI's efficiency, and professionals should always be prepared. Reskilling in the age of AI won't necessarily stop a company from laying you off, but it might help you land a role faster.

Amazon did not provide a statement in response to a request for comment from Business Insider.

Do you have a story to share about being laid off in 2026? Contact this reporter at ccheong@businessinsider.com

• Companies like HP and IBM have signaled they're replacing jobs with AI.
• In February, CEO Jack Dorsey announced that Block was eliminating approximately 40% of staff.
• Klarna's workforce has halved in the last four years, and its CEO says it will shrink more.

Worries about AI one day replacing human workers have intensified in recent years — and as it turns out, that future has already arrived.

MIT released a study last year that found that AI can already replace 11.7% of the US labor market. The study utilized a labor simulation tool called the Iceberg Index, which models 151 million US workers and measures how AI overlaps with skills in each occupation.

As AI starts to replace human workers and companies invest heavily in the tech, companies have been increasingly open about the role AI adoption is playing in recent layoffs. However, while some companies have directly cited AI as a reason for workforce reductions, others have vacillated with their messaging, leaving ambiguity around the exact reasoning and whether AI is directly replacing workers.

Even as some companies replace human workers with AI, they might end up hiring more people in other roles because of it. A World Economic Forum survey found that 41% of companies globally are expected to reduce their workforces over the next five years because of AI. Meanwhile, tech jobs in big data, fintech, and AI are expected to double by 2030, the WEF said.

Here's a list of companies that are replacing — or signaling they may replace — humans with AI.

Amazon

Amazon CEO Andy Jassy has said that AI-driven efficiency gains would shrink the retail giant's workforce in the coming years — but in the company's two recent mass layoffs, Jassy said the cuts were about culture, not AI.

"Our ambition is to be the world's largest startup," Amazon executives wrote in two memos viewed by Business Insider in January. "That means doubling down on a culture of ownership, speed, and experimentation — which requires us to continue evolving how we're structured."

An Amazon spokesperson also previously reiterated to Business Insider that the cuts last October were not driven by AI.

When the October layoffs were announced, Amazon's senior vice president of people experience and technology wrote in a blog post that the move reflected a continued effort to run the company "like the world's largest startup." The SVP, Beth Galetti, also referenced a need to be leaner in the age of AI.

"This generation of AI is the most transformative technology we've seen since the internet, and it's enabling companies to innovate much faster than ever before," Galetti wrote in the post.

Atlassian

Atlassian announced cuts of 1,600 jobs in March, totaling about 10% of its global workforce. The move comes as the Australian-American software company says it is restructuring to focus on AI and enterprise growth.

In a filing with the US Securities and Exchange Commission, the company said the reduction was part of a broader effort to reposition the business for what CEO Mike Cannon-Brookes described as the "AI era."

"It would be disingenuous to pretend AI doesn't change the mix of skills we need or the number of roles required in certain areas. It does," Cannon-Brookes wrote in a message to employees.

On the "20VC" podcast in October last year, prior to the cuts, Cannon-Brookes said he planned to have more engineers at the company in five years.

"They will be more efficient, but technology creation is not output-bound," Cannon-Brookes said.

Block

In a post on X last month, billionaire and Block CEO Jack Dorsey said he was slashing nearly half of Block's workforce, cutting its over 10,000-person staff to under 6,000. The move came as he said business was strong and profits were growing, but a new way of working was emerging.

"We're already seeing that the intelligence tools we're creating and using, paired with smaller and flatter teams, are enabling a new way of working which fundamentally changes what it means to build and run a company," Dorsey said in his memo on X.

In the company's earnings call that followed the memo, Dorsey said that more companies will follow suit in using AI to drive efficiency gains. Block is already ahead of the trend that "all companies will eventually" adopt, the CEO said.

Fiverr

Micha Kaufman, the CEO and founder of Fiverr, said last September that the company was slashing roughly 30% of its workforce. The cut would affect about 250 team members, and the freelancing platform had 762 full-time employees as of 2024, according to an SEC filing.

The CEO said that the cuts were needed to help turn Fiverr into a leaner and faster "AI-first company."

Kaufman said in a staff memo last April that AI was "coming for your jobs," and in May, he told Business Insider that Fiverr would only hire people who know how to use AI.

"If you don't ensure that you sharpen your knives, you're going to be left behind. It's that simple," Kaufman said.

HP

HP said it's reducing the size of its corporate workforce as a result of AI initiatives. In an earnings report last November, the company said it plans to cut between 4,000 and 6,000 jobs by the end of 2028, estimating the changes would save around $1 billion.

HP's earnings presentation at the time said part of its strategy was to cut costs through "workforce reductions, platform simplification, programs consolidation, and productivity measures" and to increase customer satisfaction, innovation, and productivity with "artificial intelligence adoption and enablement."

IBM

Arvind Krishna, CEO of IBM, told The Wall Street Journal last year that it had replaced hundreds of human resources employees with AI.

More recently, the company announced last November that it would cut thousands of workers in the fourth quarter of 2025, affecting a "single-digit percentage of its global workforce." Its CEO, Arvind Krishna, said the company is shifting priorities to hire more people around AI and quantum. He also said the company plans to increase hiring among recent college graduates over the next year.

Krishna has also said AI adoption has led to the company hiring more employees in programming and sales.

In 2023, Krishna told Bloomberg that IBM had halted or slowed hiring for back-office roles, like in human resources, that could be replaced by AI.

"I could easily see 30% of that getting replaced by AI and automation over a five-year period," he told the outlet at the time.

Klarna

Klarna's CEO says its workforce has halved over the last four years and will shrink further in the coming years.

In an interview with Harry Stebbings on the "20 VC" podcast on Monday, Sebastian Siemiatkowski said there are about 3,000 employees at Klarna, and he expects the company's workforce to drop below 2,000 by 2030. The company had 7,000 employees in 2022, he said.

The CEO said the reduction is a result of layoffs and "natural attrition," which is when the company doesn't replace workers who leave.

Siemiatkowski said on Monday that "human connection" will be vital for the company, and jobs involved in that will not be replaced by AI.

"Those jobs will remain, but for the rest it's going to be definitely smaller," he said.

Klarna declined to comment further when contacted by Business Insider. A spokesperson previously said that its AI assistant handles the equivalent workload of 853 full-time agents, up from 700 at launch. The spokesperson said it was saving the company an estimated $58 million annually.

Salesforce

Salesforce cut fewer than 1,000 workers in February, including employees from marketing, product management, data analytics, and its Agentforce AI product.

In an episode of "The Logan Bartlett Show" released last August, Salesforce CEO Marc Benioff said the company was using AI agents in its customer support division to replace humans and help the company work through more sales leads.

"I was able to rebalance my head count on my support," he said in the interview. "I've reduced it from 9,000 heads to about 5,000 because I need less heads."

A Salesforce spokesperson told Business Insider previously that Benioff was referencing an organizational transformation that took place over several months to reshape its customer support function.

After deploying Agentforce, the company no longer needed to "actively backfill support engineer roles," the spokesperson said, adding that it successfully redeployed hundreds of employees into other areas of the company, like professional services, sales, and customer success.

Wisetech

Zubin Appoo, the CEO of Wisetech, said the logistics software maker is cutting 2,000 jobs, or 30% of its staff, because of AI-led efficiency.

In a conference call on February 25, Appoo said that AI enables greater productivity in less time and with fewer employees. The Sydney-based company employed about 7,000 people, according to an annual report released in October.

"I am prepared to say this clearly: the era of manually writing code as the core act of engineering is over," Appoo said. The technology is "unlocking levels of efficiency gains across WiseTech that were previously out of reach."

In some parts of the workforce, such as customer service, one in two workers will disappear, he added.

Correction: December 1, 2025 — The bullet points of this article have been updated to clarify Amazon's statements about how AI may affect its workforce.

• Million Dollar Sellers, MDS, is a community for top Amazon sellers with $1M+ in annual revenue.
• MDS hosts a variety of events throughout the year, some of which are open to the public.
• I attended MDS Inspire to observe, ask questions, and try to figure out what these elite sellers obsess over.

When I spoke to the co-founder of the exclusive Million Dollar Sellers club, Eugene Khayman, last year, he likened their member-only events to a family reunion, "where you're actually excited to see everybody there."

Khayman is the chief operating officer of MDS, a community of elite Amazon sellers and e-commerce founders who generate at least $1 million in annual revenue.

The in-person gatherings — where members connect, trade ideas, and swap strategies — are just one piece of the community, but they're a big one. There are multiple MDS chapters in major cities around the world that meet regularly, one member-only summit per year held in exotic locations like Milan (2025) and Singapore (2026), and various events open to the public, like the one I'm attending: MDS Inspire.

I'm going up as a reporter, certainly not an MDS member, though a girl can dream.

On Monday, March 9, I drove from Los Angeles to Las Vegas to spend two days inside the Wynn, surrounded by Amazon sellers doing seven, eight, and even nine figures. My objective was to observe, ask questions, and try to figure out what these elite sellers obsess over, what they're worried about, and what "winning" looks like in e-commerce right now.

Day 1: A 4:15 a.m. alarm, 280 miles of highway, and the Wynn maze

My alarm goes off at 4:15 a.m. By 4:30, I've pulled a double espresso shot, and by 5, I'm on the road to Vegas, about 280 miles northeast of LA.

Sin City is popular for conferences because it has the space and hotels built to host crowds. The one other professional event I attended — a real estate conference — was also in Las Vegas.

A 5 a.m. departure should get me to the Wynn, a massive luxury resort hosting the conference, with enough time to park and check in before the first scheduled event: a 10:30 a.m. opening statement and remarks.

Traffic behaves, and I pull into the self-parking lot just after 9, with plenty of time to collect myself and begin the long, winding journey through ornate hallways, past the casino, and down an escalator. I refer to the event app for directions and, a couple thousand steps later, I reach the conference check-in.

While waiting to collect my credentials, I meet Jake, who's in from Dallas. He runs a beauty brand and tells me he's here to learn about sales channels outside Amazon. For subscription-heavy businesses like his, Amazon can be complicated.

The conference area consists of a main room for keynotes and smaller rooms for breakout sessions. Partners providing services in logistics, advertising, and growth have booths set up inside and outside. There's also a barista serving up made-to-order espresso drinks.

There are plenty of hydration options, too.

The space spills out onto a patio with more beverages and booths, as well as a "wellness area" offering massages and stretch therapy.

"Amazon is still king"

At 10:30, Khayman kicks off the conference with a schedule run-through and his "state of commerce" presentation. He said he started doing this a couple of years ago by pulling census data and stitching it together himself. It used to take weeks, but has become dramatically easier with AI.

This year, it took him closer to 15 minutes, "because Claude Cowork did a way better job of analyzing data," he says. AI remains a hot topic throughout the conference, and everyone seems to prefer Claude.

According to Khayman's breakdown, there are 139 brands in the room. The majority are $1 million to $5 million brands, though a healthy percentage do $10 million or more in annual revenue. Around 78% are MDS members.

One main takeaway from the report: "Amazon is still king," he said.

For most sellers, most of their revenue still flows through Amazon, but one in three had built "a meaningful secondary channel," he said, and are driving more than 15% of revenue from somewhere else, like retail, TikTok Shop, or direct-to-consumer.

The 'signature MDS' event: speed networking

At 11, the "signature MDS" event begins: "Meet N' Speed."

We're each handed a card with five table numbers. Those are the tables we'll travel to for each 12-minute networking round. The groups are small — six or seven people — and lively. Everyone naturally falls into a pattern: go around the table, answer the designated prompt for the round, and build off each other's answers.

It's a smart way to break the ice and allows introverts like me to network more easily than having to walk up to a stranger and start a conversation from scratch.

I meet sellers from all corners of the country: Charleston, Seattle, Boston. The prompts range from "If you had an extra $500,000, where would you deploy it?" to "What's your biggest challenge right now?"

Most sellers agree they'd spend extra capital on inventory or talent acquisition. That leads to a conversation around how to find good employees, and I witness one member connecting another to the hiring agency he's had success with on the spot.

The vibe feels less like a traditional conference and more like friends catching up, especially among members. As we transition tables, people stop to greet each other like old classmates.

At 12, we break for lunch.

The Mediterranean-inspired spread is impressive. There's sea bass! Attendees use the lunch break to network, while I use it to jot down notes, check emails, and give my social battery a moment to recharge.

Breakout sessions begin in the afternoon. These are 20- to 30-minute presentations led by members on specific topics, such as scaling on YouTube or breaking into retail.

There are three breakout blocks, with three rooms running at once. Attendees choose the sessions that are most useful to their business. The sessions transport me back to college: you grab a seat, listen to the lecture, take notes, ask questions, and then spill back out into the main hallway.

Between sessions, "coffee chats" take place in a roped-off area. These are scheduled mini-meetings for sellers to connect one-on-one.

During one of the breaks between breakout sessions, I meet Prudence, an MDS member since 2019, who does eight figures selling a tanning product. She tells me that what she likes about the events is that you always leave with one or two insights that change how you think about your business. Plus, she adds, it's hard to beat being surrounded by people who are smarter than you.

A little before 6, the final breakout sessions end, and we're released back into the main hall for light bites, an open bar, and networking.

A waiter hands me a glass of champagne. At this point, I've been awake for 14 hours. I retreat to my corner table to take notes (and a few sips of bubbly).

After happy hour, there's a group dinner for those who signed up.

On my way out, I run into Jake again, and it leads to my favorite interaction of the day with him and his friend Stuart, who's a tennis nerd like me.

I leave a little before 7 p.m., pay $25 to exit the Wynn parking garage, and stop at Whole Foods to grab dinner before checking into my more economical hotel about 15 minutes away.

Day 2: matcha pudding, a hack contest, and the future of live shopping

On Tuesday, I'm back in the convention center by 9 a.m. and greeted with an elaborate breakfast, including matcha chia seed pudding.

I meet more sellers, including a member who has been with the group for six years and sells kids' toys with his business partner.

The "hack contest" begins at 9:30, with members taking the stage to share their top business hacks. They're allowed one slide and a few minutes to present. After each pitch, the audience decides who "wins" by applause — the last presenter goes head-to-head with whoever is holding the "streak." One member keeps the streak alive for four rounds.

The main event is a 10:30 a.m. panel featuring Khayman interviewing two sellers and the founder of Outlandish, a company that helps brands scale through TikTok Shop and live commerce.

After closing remarks and member awards, many sellers stay through the rest of the day and into Wednesday morning for more coffee chats and focus groups. Some conference-goers will merge with another e-commerce conference, Prosper, happening simultaneously in the same conference space.

By the end of my 15 or so hours in the conference hall, the takeaway that stuck with me wasn't one specific tactic or strategy (though I did note that running through most conversations was the importance of leveraging AI and TikTok Shop). It was the atmosphere: being in a room where nearly everyone is a high achiever and willing to swap strategies felt like a cheat code.

The experience also felt different as an observer than it probably does as a seller. If I were attending as a true participant, I'd do things differently: I wouldn't drive on the day of. These are long, high-output days, and I'd want to be well rested to get the most out of them. I'd also network more intentionally. I retreated to my corner table to take notes whenever my social battery dipped, which made sense for reporting, but probably isn't how you maximize a networking-heavy conference like this.

The vibe was professional and enthusiastic. There were photographers, videographers, and even a "swag" table featuring MDS merch. Everyone spoke with confidence and intention. I did feel a bit like an outsider without a $1 million brand, and some of the more strategic lectures went over my head. The room skewed male, and even though everyone was technically a competitor, there was still a sense of trust and camaraderie.

My last interaction happens in the women's bathroom. Bina, whom I'd met during speed networking on Monday, says hello. She's one of the few women in attendance. She lives between NYC and France, has been a member for about a year and a half, and sells in the beauty space.

I get her contact info, then begin to work my way back through the maze that is the Wynn.