For millions of shoppers, Amazon is the first stop when they need something. Since March 2024, three out of four people who have been shopping on Amazon in the U.S. have also been Prime members. Fast shipping, easy returns, and endless product choices make it the go-to for online shopping. Yet, many brands hesitate to sell there, worried about high fees, tough competition, or losing control over their business. But staying off Amazon doesn’t mean avoiding risk; it means missing out on a massive audience. With the right approach, brands can use Amazon to grow without compromising their identity.

Amazon Is Where Customers Are Shopping

When people want to buy something, they are not always heading to Google first. Many start their searches on Amazon instead. Approximately 56% of shoppers begin looking for products on Amazon, while only 42% use a search engine. Amazon is where millions browse, compare, and make decisions in seconds.

In 2023, US-based sellers sold over 4.5 billion items, which comes out to about 8,600 items every minute. If your brand is not there, your potential customers are not waiting. They are finding a similar product from a competitor, clicking “Add to Cart,” and moving on. Being on Amazon means showing up where your audience is already shopping.

Amazon Complements, Not Replaces, DTC Sales

Many brands worry that listing products on Amazon will take sales away from their direct-to-consumer (DTC) store, but the reality is often the opposite. Advertising and brand awareness can create a “halo effect,” where marketing efforts drive sales across both platforms. Fresh Clean Threads saw this firsthand when their Meta ads not only increased Amazon sales by 23% but also boosted DTC sales by 21%.

Selling on Amazon does not take anything away from your DTC business. It simply gives your customers another way to find and buy your products. Some shoppers prefer the convenience of Amazon, while others like buying directly from your site. Being on both means you are meeting customers where they already shop while still keeping full control over your brand.

Amazon’s Ad Platform Is a Growth Opportunity

Advertising on Amazon is not the same as running ads on Google or Meta. The biggest difference? Amazon shoppers are already in buying mode. Instead of scrolling through social media or browsing the web, they are actively searching for products, ready to make a purchase.

With Amazon making up at least 40% of U.S. ecommerce and ads dominating search results, brands are shifting more of their ad budgets to reach Amazon shoppers rather than just driving traffic to their own websites. A strong ad strategy on Amazon helps boost your product rankings, increases visibility, and improves conversions over time, ensuring your brand is the one customers choose.

Preparing for the Future: AI and Amazon’s Evolution

Amazon has been using AI to enhance the shopping experience for over 25 years, and it is changing how shoppers find products. New AI-driven search tools are reshaping the way customers browse and buy, making it more important than ever to adapt your game plan.

One major shift is Rufus, Amazon’s AI-powered shopping assistant. It pulls information from product listings, reviews, and web sources to answer customer questions in real-time. This means your listings and ads need to be optimized to stay visible and competitive. Strong content, high-quality images, and a well-planned ad strategy will help ensure shoppers find and choose your products.

incorporate Amazon into your brand's strategy

Amazon is not just another sales channel; it’s a massive marketplace where millions of customers are already shopping. Ignoring it means missing out on real opportunities to grow your brand. The good news is that selling on Amazon does not have to come at the expense of your DTC business. With a smart approach, you can reach new customers, build brand awareness, and drive sales across multiple platforms. Making Amazon part of your strategy gives you the chance to meet customers where they already shop while still keeping control of your brand’s growth.