The Pros and Cons of Launching an Ecommerce Website for Amazon Marketplace Sellers

Many online sellers start out with Amazon as a single distribution channel. After all, Amazon is making it easier and easier for entrepreneurs to start a physical product business. To oversimplify it, all you need to do is find a product, list it for sale, send it to Amazon and they do the rest.

Plus, Amazon is where most buyers start and stop their shopping experience. Data shows 48% of online shoppers begin their search on Amazon versus anywhere else. This makes the Amazon audience unmatched elsewhere on the web. It is why sellers are able to build multiple six and seven figure businesses with an Amazon-only approach.


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Whether your goal is to build a multi-million dollar brand or just create passive income, expanding your brand beyond Amazon is critical.

Of all U.S. B2C ecommerce sales ($393B), 55% is sold through branded stores vs. 45% via marketplaces. The breakdown of that 45% ($177B) on marketplaces is:

  • 36% Amazon
  • 8% eBay
  • 1% Etsy + other

Selling Amazon-only earns your brand 36% of the 45% of consumer shopping dollars –– but you’re still missing out on 55%.

Beyond an increase in sales through a webstore channel, however, launching a webstore helps to grow your sales even on Amazon. Here’s how.

Ways a Branded Webstore Can Increase Your Sales on Amazon

  1. Expanding Beyond Amazon for Brand Validation

We know that shoppers are increasingly using mobile devices to make online purchases when they are in a physical store. We also know that consumers are using the web to validate purchases. So, if a shopper is looking at your product on Amazon and wants to find out more, where is the first place they are going to look?

That’s right –– your website.

Having your own website becomes an instant validation –– a proof point for trust and business validity –– for someone looking at or for your product.

A company’s website doesn’t need to be a full ecommerce retail operation. That might not be your goal on day one. Before anything else, your website needs to be a source of brand validation. It is where you share your brand story, expand on product features and offer your contact information. This additional context provides the shopper with increased assurance for the product they are buying.

The more expensive or complex your product is, the more critical your website becomes in closing the sale.


** Contact us at  or  feel free to add tylerharrisvip on Skype for a quick chat. **


  1. Expanding Beyond Amazon for Amazon Brand Registry

Another strong argument for developing your own website is applying your brand to Amazon Brand Registry.

Once your product is approved in the registry, you control the product detail page. This means other sellers cannot change your listing and that you become the single source of truth of your own product.

If you lack brand registry, you open yourself up to other sellers posting photos, updating your test or changing your description.

Applying for brand registry is easy, but before you can apply, you must confirm a couple things. To apply for brand registry, Amazon Requires:

  1. That your product and packaging have your logo.
  2. A website with contact information for registry validation.

Having Amazon brand registry is something that is recommended for every brand on the Amazon marketplace. Here are Amazon’s reasons for why brands, especially those selling unique products, should apply for brand registry:

  • Increased authority over listing content for your products: Registering your brand with Amazon gives you increased control over your products’ titles, details, images, and other attributes. It also has the potential to reduce matching errors that may occur during listing.
  • Amazon-issued product IDs that can be used in place of UPCs: Registering your brand allows you to list your products without standard product identifiers, such as UPCs and EANs. Enrollment assigns a Global Catalog Identifier (GCID) to your products, which you can use in place of the standard product ID. (Although we recommend that you continue to include your products’ standard IDs if they exist.)


Source –

** Contact us at  or  feel free to add tylerharrisvip on Skype for a quick chat. **


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