Should Your Brand Be on Amazon?
The pros and cons of a lifestyle brand being listed on Amazon can be a lot to consider.
In This Post We’ll Cover:
Selling on Amazon
The Pros of Amazon
The Cons of Amazon
Is Amazon Right for Your Brand?
FAQ’s
🛍️ Do You Own a Lifestyle Brand But Haven’t Listed It on Amazon Yet? Let’s Unpack the Pros and Cons for Small Brands …
The Pros and Cons Every Lifestyle Business Needs to Know
💡 Why Many Brands Sell on Amazon
Amazon is where shopping starts - literally. Over 60% of U.S. consumers begin product searches there. If you're a lifestyle brand in beauty, candles, fashion, or wellness, the idea of tapping into Amazon's global marketplace is tempting.
But the platform isn’t one-size-fits-all. The tradeoff for visibility can be a loss of control, margin, and even cachet.
Let’s break it down.
✅ Pros of Selling on Amazon
1. Increased Exposure
Millions of shoppers browse Amazon daily. Listing your product there can instantly expand your reach to customers outside your typical channels.
2. Prime Shipping = Conversion Booster
Prime members expect fast, free shipping. Products eligible for Prime are more likely to convert, especially during deal-heavy seasons like Black Friday or Prime Day.
3. Built-In Trust & Reviews
Shoppers trust Amazon and their reviews. If your product garners high ratings, it acts as powerful social proof that drives further sales. Shoppers also know they can trust orders they place through Amazon, and most often already have a payment method plugged into their account. They don’t have to go get their wallet, or worry about submitting personal information to a site they may not be familiar with (yours or an independent retailer).
4. Fulfillment by Amazon (FBA)
With FBA, Amazon stores, ships, and handles returns. For small teams, this logistics solution can save serious time and headaches.
5. Access to Ads & Search Tools
Amazon’s advertising platform allows you to run search-based PPC campaigns. You can test product-market fit and boost visibility with performance-based spend.
6. Media and Influencers Love Amazon-Linked Products
This one’s huge for PR and Social Media. Many top-tier media outlets like NY Mag’s The Strategist, BuzzFeed, CNN Underscored, and more search out and feature Amazon listed products in their gift guides and shopping roundups because they earn enhanced affiliate income. Also Amazon has Influencer campaigns and highly energized outreach that makes featuring products listed on the site very appealing to much wider audience than you might be able to reach on your own.
💡 Want press and enhanced social exposure during the holidays? Amazon listings make it easier to get picked up by commerce editors and niche focused influencers looking for ready-to-link recommendations.
7. Be part of Prime Day, Black Friday, and Other Amazon Super Promoted Campaigns
Prime Day in 2025 is coming up in a few weeks and few retailers online or in real life can compete with the marketing juggernaut that is Amazon during these events. Of course, simply being listed doesn’t earn your brand featured status, but if you’re a brand that has a limited budget but mass appeal it may be the right moment for you.
❌ Cons of Selling on Amazon
1. Fee Overload
Amazon’s cut can be steep:
8–15% referral fees
Fulfillment and storage fees (FBA)
Paid ads (PPC)
Your profit margins shrink fast, especially if you're a premium or handmade brand.
2. Less Control Over Brand Experience
Amazon ships in its own packaging. Say goodbye to handwritten notes, brand-forward unboxings, and that beautifully curated first impression you’ve worked so hard to craft. Your online shop can be curated and styled to match your brand somewhat, but there are limits. You’ll also have suggested selling from Amazon that points to competitor products and brands that can spell lost sales.
3. No Access to Customer Data
Amazon owns the customer. You won’t get email addresses or purchase data, which means no list-building, loyalty programs, or retargeting opportunities.
4. Increased Competition
(As mentioned in #2) Your product will be listed right next to lower-cost alternatives, dupe products, and well-funded competitors. Even search results on your brand name might include competitors bidding on your terms.
5. Risk of Duplication or Undercutting
Amazon (and shady third-party sellers) have been known to copy successful listings. Without strong trademark protection, your product could be replicated or underpriced by others.
6. Can Hurt Your Perceived Brand Value
Many independent retailers and boutiques shy away from brands sold on Amazon. It signals mass-market strategy, makes your brand seem less niche, and can weaken your “cool factor.”
“Amazon” is often shorthand for fast fashion, mass production, and convenience-first shopping. That doesn’t always align with niche, premium, or handcrafted brand identities—especially in beauty, slow fashion, and artisan goods.
You also lose control over what types of websites write about your brand and link to your products on Amazon. There are millions of poorly designed sites that exist solely to proffer false recommendations with links leading to Amazon. This could be an issue with exclusive retailers or editors up the road who aren’t keen on junk site listings.
7. Loss of Direct Backlinks Can Decrease Traffic to Your Own Site
Unless you’re fluent in SEO and AEO (answer engine optimization) you may not realize the value of backlinks to your site and how this can effect your visibility on search engines. When non commerce focused editors or bloggers choose to feature your product on their site, they’ll usually do a quick search of Amazon to see if you’re listed there. If you are, 9 times out of 10 the editor will redirect traffic from the link they were going to provide for your own brand site to Amazon, so they can earn a commission. This in effect lessens the “authority” of your website for search queries adjacent to your brand.
🤔 Is Amazon Right for Your Lifestyle Brand?
Consider Amazon if:
You're launching a scalable, giftable, or replenishable product
You want immediate reach and are comfortable competing on price
You can support thin margins or already have manufacturing volume
You want to be considered for media coverage that favors Amazon-linked products
You might skip Amazon if:
You’re focused on luxury, craft, or sustainable storytelling
You rely on email marketing and customer data
You’re aiming for exclusive retail partnerships or DTC brand building
Your brand equity is tied to uniqueness and perceived value
❓ FAQs
Can small lifestyle brands succeed on Amazon?
Yes, especially if your product is highly rated, well-packaged, and competitively priced. But it often requires advertising spend and review-building efforts to get traction.
Is it harder to land retail accounts if I sell on Amazon?
Often, yes. Many boutique retailers won’t carry a brand they see listed on Amazon—especially if pricing isn't protected. It can weaken your “special find” appeal.
Can I sell on Amazon and still grow my DTC business?
You can—but it requires strategy. Many brands offer exclusive bundles or perks on their own website while using Amazon to catch broader, more convenience-driven shoppers.
Related:
👉 Summer Marketing Bingo: 16 Fun and Fresh Ideas to Boost Your Brand Visibility This Season
👉 Ways to Compete with Amazon Prime Day in 2025 if You’re Not Listed on Amazon
