Everyone tells you to own the customer. Get them off Amazon. Get them on your li
By Adam Weiler · November 5, 2026 · Curated by George's Blog
Everyone tells you to own the customer.
Get them off Amazon. Get them on your list. Own the relationship.
I'm not here to say that's wrong.
But here's what the data actually shows.
For a lot of brands... repurchase rates on Amazon are HIGHER than on Shopify.
Not lower. Higher.
Why? Simple. People love shopping on Amazon. It's in their app. One tap. They trust it. They default to it.
So when a customer loves your product and wants to reorder... many of them go back to where they bought it. And that's often Amazon.
Here's why this matters for your strategy.
If you're aggressively pushing buyers off Amazon to DTC... and your Amazon retention is actually stronger... you're fighting customer behavior instead of following it.
You're spending money to move people to a channel where they're LESS likely to come back.
That costs you LTV. Real dollars.
The smarter move?
Let customers buy where they want to buy. Then double down on the channels where retention data tells you they stick.
For many brands, Amazon isn't a threat to brand equity.
It's a loyalty engine.
And once you see your repurchase rates broken out by channel... you'll know exactly which one deserves more fuel.
Have you ever compared your Amazon vs. Shopify repurchase rates side by side? What did you find?