The strongest Amazon sellers are becoming less dependent on Amazon to grow their
By Brandon Young · September 30, 2026 · Curated by George's Blog
The strongest Amazon sellers are becoming less dependent on Amazon to grow their Amazon businesses.
That sounds contradictory, but it is an important shift.
The top sellers are not thinking of themselves as Amazon sellers anymore.
They are building brands.
That means creating demand outside of Amazon through channels like TikTok, their own websites, Walmart, and other places where their customers spend time.
Then some of that demand makes its way back to Amazon.
This matters because Amazon PPC should not have to create every sale for your business.
If the only way customers discover your product is through paid Amazon advertising, you are heavily dependent on continuously paying for that traffic.
An omnichannel brand has another option.
Create demand somewhere else.
Build awareness somewhere else.
Give customers a reason to search for the product.
Then use Amazon as one of the places where that demand can convert.
That changes how I think about Amazon marketing.
Amazon is incredibly valuable because customers already go there ready to shop.
But successful sellers should also be asking where their demand comes from BEFORE the customer reaches Amazon.
The goal is not to abandon Amazon PPC.
The goal is to stop making PPC responsible for the entire growth of your brand.
Build the demand engine.
Then let multiple channels capture it.
For Amazon sellers, understanding your keywords, rankings, and competitive position is still critical once that customer reaches the marketplace.
You can dig into that data here: https://lnkd.in/e2h4mCJ2
Amazon sellers, what channel outside of Amazon is creating the most demand for your brand right now?
#AmazonFBA #AmazonSeller #AmazonMarketing #BrandBuilding #Omnichannel #Ecommerce #DataDive