It is feasible for individuals to do cross-border e-commerce on Amazon, but there are also some challenges and risks.

Reliable aspects:

1. Broad market: Amazon is a world-renowned e-commerce platform with a huge user base and market potential, and can obtain customers worldwide.

2. Relatively mature system: The platform has relatively complete supporting services in logistics, payment, etc.

However, there are also things to pay attention to:

1. Fierce competition: There are many sellers on the platform, and the competitive pressure is relatively high. You need to have unique products and operation strategies to stand out.

2. Capital investment: Including product procurement, logistics costs, promotion costs, etc., certain financial support is required in the early stage.

3. Compliance requirements: Be familiar with and comply with various cross-border e-commerce regulations and platform rules, otherwise you may face penalties.

4. Operational difficulty: It involves multiple links such as product selection, marketing, and customer service, which requires strong comprehensive capabilities and experience accumulation.

If an individual has sufficient determination, resources and relevant knowledge reserves, and is willing to invest time and energy in learning and practicing, then doing Amazon cross-border e-commerce can be reliable, but it requires careful evaluation and adequate preparation.