I didn't see success on Amazon until I abandoned every single rule I knew about
By Brandon Fishman · April 21, 2026 · Curated by George's Blog
I didn't see success on Amazon until I abandoned every single rule I knew about DTC. Here are the things I had to unlearn:
- Launch and optimize
I kept waiting for the data to tell me what to fix. On DTC, that works. On Amazon, you've already lost by then.
If the listing isn't converting before ads go on, you're just paying to teach the algorithm that your product doesn't convert.
- CAC is the metric that matters
I was proud of our tea acquisition numbers. Low CAC, clean TACOS, it looked great on paper. Then I looked at 24-month LTV and realized coffee customers were worth 10x more.
We were almost pumping budget into our worst customer segment and calling it efficient.
- Move fast
Most DTC founders think in 30-day inventory windows. Amazon punishes that HARD. I learned that you need to keep 12 weeks minimum. Always.
Most DTC founders do what makes sense: they take what worked on their store and bring it to Amazon. But that's exactly where things start to fall apart.
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