Is Amazon cannibalizing your DTC sales? For years the honest answer was “we thin
By Jasonlandro · October 18, 2026 · Curated by George's Blog
Is Amazon cannibalizing your DTC sales?
For years the honest answer was “we think so”
Now Amazon Marketing Cloud lets you match your Shopify customers to Amazon households in a clean room and measure it directly
We just ran this for a DTC brand. Here's what we found:
1. 19% of their DTC households had also bought on Amazon
2. Only 6 to 9% of DTC buyers moved to Amazon only over the next year
3. 72.5% of one-time DTC buyers didn't buy again anywhere
4. Customers who bought on both channels were worth $196 to $208, vs $60 to $82 for single-channel buyers
For this brand, the bigger loss was customers who never placed a second order.
At Nectar, we’re running this analysis for brands on a consulting basis. It answers:
1. How much do your Amazon and DTC customers overlap?
2. Is the overlap growing?
3. Which DTC customers also buy on Amazon?
4. What triggers a first Amazon purchase?
5. Who are your best customers, and how do you find more of them?
The video is the deck from that project, anonymized
If you want these answers for your brand, message me or comment below.