Any DTC site with an AOV under $80 is NOT a business! At that AOV, you NEED to s
By Brandon Fishman · February 12, 2026 · Curated by George's Blog
Any DTC site with an AOV under $80 is NOT a business!
At that AOV, you NEED to shut your DTC site down!
Because the math doesn’t work anymore. Here’s what this looks like in real life for most brands in 2026:
• CAC: ~$40
• Gross margin: ~60%
• Revenue on an $80 order: $48
And that's before you even account for:
Shipping, fulfillment, returns, customer support, and platform costs.
This is why so many brands we work with are deprioritizing or fully shutting down DTC and reallocating budget to Amazon.
Yes, Amazon takes a cut.
But they also handle your logistics, fulfillment, returns, plus you get access to UNMATCHED buyer intent.
For low-AOV products, Amazon is often the only channel where unit economics actually make sense.
If your AOV is under $80, you’re probably better off letting Amazon do the heavy lifting.
Move where the buyer behavior is going. Amazon might just be your biggest opportunity.
♻️ Repost if this resonates.
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