Neoliberal reforms throughout Latin America are intended to promote development by opening up economies and encouraging market-oriented practices. These reforms have deeply affected the lives of indigenous peoples and their relationship with extralocal actors. Today, in the Ecuadorian Amazon, some indigenous peoples participate in oil-extraction negotiations, tourism, and intensive cattle ranching and agriculture as part of increased market integration. In the midst of these changes, questions about what ‘indigeneity’ means, both in integrating into and in resisting neoliberal reforms, are increasingly important for understanding social justice and environmental conservation issues in the Amazon region. The author explores how engagement with neoliberal practices and ways of knowing the world has opened up spaces for questioning fixed notions of indigenous identities and their role in representing, imagining, and developing indigenous alliances and rights claims in the Ecuadorian Amazon.