Amazon is brutal But it’s still the primary growth engine for your brand Every y
By Steven Pope · February 18, 2026 · Curated by George's Blog
Amazon is brutal
But it’s still the primary growth engine for your brand
Every year
Fees go up
Ad costs rise
Competitors copy you faster
Amazon support feels like a boss fight on hard mode
And yet
When you actually win on Amazon
Your entire business shifts
Traffic you never could have afforded on your own
Conversion rates you will not see on your DTC site
Buyers who don’t care about your story
They care that you show up
In the right search
With the right offer
At the right time
That’s why I tell brand owners
Stop whining about how hard Amazon is
Start building systems to win anyway
Fix your catalog
Dial in your SEO
Iterate your main image 10 times
Treat PPC like rent and not like a “nice to have”
Launch more products
Kill the losers fast
Feed the winners aggressively
Is Amazon unfair
Yes
Is Amazon complicated
Yes
Is Amazon still the number one growth lever for most physical product brands
Also yes
The marketplace will not get easier
But if you’re the brand that embraces the chaos
Learns the rules
And executes daily
You get the growth
While everyone else posts screenshots
And complains in Facebook groups
Amazon is brutal
Good
Win there
And everywhere else feels easy
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