The top Amazon sellers are becoming less dependent on Amazon to grow their Amazo
By byoungsfl · September 4, 2026 · Curated by George's Blog
The top Amazon sellers are becoming less dependent on Amazon to grow their Amazon businesses.
That sounds contradictory, but it is where I see the strongest brands going.
The top 1% of sellers are not thinking about Amazon as their entire business. They are building real brands and creating demand across multiple channels.
That could mean TikTok. Their own website. Walmart. Social media. Other places where their customers already spend time.
Then some of that demand makes its way back to Amazon.
This matters because one of the biggest challenges with scaling an Amazon business is what happens when your growth becomes too dependent on Amazon PPC.
If every additional customer requires you to buy another click inside Amazon, your growth engine is heavily dependent on one platform.
Strong brands build additional demand engines.
They create awareness outside of Amazon, then allow Amazon to do what it does extremely well: capture customers who are ready to search and buy.
That is a very different strategy from simply launching a listing and increasing your ad budget every time you want more sales.
Successful Amazon sellers should be asking:
Where are customers discovering our brand?
What channels can create demand outside Amazon?
How much of our growth depends on Amazon PPC?
Are we building something customers will recognize beyond the marketplace?
Amazon can be an incredible sales channel.
But the long term goal should be bigger than becoming good at buying Amazon traffic.
Build the brand. Build the demand. Then use Amazon as part of the ecosystem.
If you want better data behind the Amazon side of that strategy, you can explore Data Dive here:
https://lnkd.in/e2h4mCJ2
What channel outside of Amazon has created the most demand for your brand?
#AmazonFBA #AmazonSeller #AmazonMarketing #BrandBuilding #Ecommerce #DataDive #Omnichannel