The biggest threat to many Amazon brands isn't another Amazon seller. It's a bra
By Brandon Young · June 4, 2026 · Curated by George's Blog
The biggest threat to many Amazon brands isn't another Amazon seller.
It's a brand building demand somewhere else.
I've watched entire categories change because one company understood creator marketing before everyone else.
For years, many brands could focus almost exclusively on Amazon and still grow successfully.
That's becoming less true.
Look at what happened in supplements, skincare, cosmetics, and food.
Brands that embraced TikTok creators early gained a massive advantage.
Not because TikTok replaced Amazon.
Because TikTok created demand and Amazon captured it.
That's a very important distinction.
I don't think most brands should try to become creators themselves.
I think they should focus on building relationships with creators who already have trust and attention.
The smartest brands are learning how to operate in both ecosystems:
• Amazon for intent-based purchases
• TikTok for discovery and demand creation
The number of categories being influenced by creator-led commerce continues to grow every year.
The sellers who learn this now will have an advantage over those waiting for certainty.
Do you think creator-led commerce will eventually impact every major Amazon category?
#AmazonFBA #TikTokShop #CreatorEconomy #AmazonSeller #Ecommerce #BrandBuilding #Entrepreneurship