In this episode of The New Frontier, Max welcomes long-time friend and ex-Amazon colleague Steven Harris, founder of Situna, a global Amazon agency and 3PL powerhouse.

Steven shares his inspiring entrepreneurial journey—from selling cufflinks in his spare time, to working at Amazon, to launching a Private Label Amazon Brand and eventually making a seven-figure exit. Steven offers a candid look at his transition from Amazon employee to full-time entrepreneur, discussing the mindset shift, the calculated risks he took.

He dives deep into the mechanics of successfully exiting Amazon brands—emphasizing that simplicity, strong operations, and clean financials outweigh grand visions of untapped opportunities.

The conversation also covers how Situna differentiates itself in an increasingly commoditized Amazon agency space—through a robust 3PL arm, operational excellence, and a firm grip on profitability. Steven shares lessons on creating effective culture, integrating AI into agency workflows, and how partnerships, referrals, and maintaining a service-oriented ethos continue to drive growth. This episode is a must-listen for anyone looking to build, scale, or sell in the e-commerce and Amazon ecosystem.

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