No, Amazon is not self-operated. In addition to self-operated products, Amazon also allows third-party sellers to sell goods on its platform. These third-party sellers can be individuals, small businesses or large brands. These third-party sellers can sell their own products through Amazon's platform, which allows Amazon to have a large and diverse inventory of goods. Therefore, although Amazon also operates its own product line, the goods on its platform are not all self-operated, but come from a variety of different sellers.