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Should You Sell on Amazon or Direct on Shopify? The Honest Answer
Most brands need both, but the right ratio depends on product, margin, and brand strategy. Here is the framework.
Felix Diaz 2026-01-26 8 min
Amazon Pros
Massive built-in traffic, easy fulfillment via FBA, established trust signals reduce friction. Fastest path to revenue for new products.
Amazon Cons
You do not own the customer relationship. Amazon owns the data, the comm channel, and the algorithm. Margin pressure intense. Brand control limited.
Shopify Pros
You own everything: customer email, order history, brand experience. Higher LTV, better retention, more strategic optionality.
The Mix We Recommend
For commodities: 70/30 Amazon to Shopify. For premium brands with story: 30/70. For category creators or subscription products: 10/90. Always launch on the channel where the audience already is.
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