I think it's pretty passive because if you were to stop doing you would still earn a little or if you were to take a holiday you would still be earning money from it. Also you could do it from anywhere in the world which doesn't really make it passive but would be pretty cool to have that kind of freedom.
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I totally agree in terms of ecommerce, affiliate marketing, consulting and various other online hustles, and outside of completely passive investing I think Amazon Merch is about as passive as it gets.