๐๐บ๐ฎ๐๐ผ๐ป ๐ถ๐ ๐ฝ๐ฟ๐ผ๐ฏ๐ฎ๐ฏ๐น๐ ๐๐ผ๐๐ฟ ๐ฏ๐ถ๐ด๐ด๐ฒ๐๐ ๐๐ต๐ผ๐ฝ.
By James Wakefield ๐ก ยท September 23, 2026 ยท Curated by George's Blog
๐๐บ๐ฎ๐๐ผ๐ป ๐ถ๐ ๐ฝ๐ฟ๐ผ๐ฏ๐ฎ๐ฏ๐น๐ ๐๐ผ๐๐ฟ ๐ฏ๐ถ๐ด๐ด๐ฒ๐๐ ๐๐ต๐ผ๐ฝ.
It is also the one you spend the least time on.
Your DTC site has a brand team, a content team, a paid media team and a CRO specialist. It gets a website redesign every two years.
Your Amazon channel gets one person and a spreadsheet.
The DTC site converts at 2%. Amazon converts at 15% or higher. The volume is not close.
But the board sees DTC as "owned" and Amazon as "wholesale." So the budget follows the label, not the numbers.
This is not about choosing Amazon over DTC. It is about matching your investment to the output.
๐๐ณ ๐๐บ๐ฎ๐๐ผ๐ป ๐ฑ๐ฟ๐ถ๐๐ฒ๐ ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฒ๐ ๐๐ต๐ฒ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ, it should not get a fifth of the attention.
Most brands we speak to know this already. They feel it. Revenue is growing on Amazon but nobody is steering it. The person managing the account is stretched. The content is stale. The ads run on autopilot.
The channel works despite neglect. That is what makes it dangerous to ignore. It hides how much more it could do with proper investment.
๐ง๐ต๐ฒ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ๐ ๐๐ต๐ฎ๐ ๐ด๐ฟ๐ผ๐ ๐ณ๐ฎ๐๐๐ฒ๐๐ ๐ผ๐ป ๐๐บ๐ฎ๐๐ผ๐ป stopped treating it like a side channel. They resource it like the shop it actually is.