Unpopular opinion: your Amazon sales might be growing, but your Amazon business
By Ant Finch · April 16, 2026 · Curated by George's Blog
Unpopular opinion: your Amazon sales might be growing, but your Amazon business isn't.
There's a difference.
Sales grow when Amazon moves more volume.
The business grows when you control how that volume is moved.
Right now, for a lot of vendors Amazon is listing products that are eroding margin for them, you and your other retailers.
Your promotional funding is buying volume Amazon would have sold anyway.
Your new product launches are cannibalising your existing sales and margin, not growing the category.
Your biggest selling ASINs are the ones closest to supression.
And your growth % looks great in the board deck but the P&L tells a different story.
Turning over more sales at worse margins isn't a growth strategy.
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