Why Amazon Should Be Part of Your Ecommerce Strategy This Year
Whether you’re a startup or an established brand
A new year always brings renewed focus: growth targets, margin pressure, brand relevance, and the question every ecommerce business asks at some point ‘’where should we really be investing our time and money?’’
For many brands, Amazon still sits in an uncomfortable grey area.
Too commercial to feel “on brand”.
Too powerful to ignore.
But in 2026, Amazon isn’t just a sales channel. It’s infrastructure. Whether you’re a challenger brand just starting out or an established business looking to scale smarter, Amazon deserves a strategic seat at the table.
Amazon is where demand already exists
Amazon isn’t a discovery platform in the traditional sense, it’s a demand-capture engine. Customers arrive with intent. They are not browsing for inspiration. They are looking to buy.
For startups, this is critical. You don’t need to spend years (and huge budgets) driving traffic just to test whether a product resonates. Amazon gives you immediate feedback on pricing, positioning, imagery, messaging, and product/market fit and at speed.
For established brands, it’s where your customers already are, whether you like it or not. If you’re not shaping how your brand shows up there, someone else is, a reseller, a competitor or a lower-quality alternative winning on convenience alone.
Brand and performance are crucially interlinked
One of the biggest myths is that Amazon is all about price. Brand-led listings consistently outperform generic ones.
Clear positioning, strong visual identity, consistent tone of voice, and compelling storytelling don’t just build trust, they directly impact conversion rate, repeat purchase, and advertising efficiency.
Amazon today rewards:
Brands that understand their customer
Listings built around benefits, not specs
Visual clarity and credibility
Consistent brand signals across ads, A+ content and storefronts
This is where brand strategy and commercial performance meet and act as a growth lever.
Amazon shouldn’t replace your DTC site, retail strategy, or wholesale relationships. But it should support them.
Used properly, Amazon can:
Act as a launchpad for new products
Fund wider brand activity through profitable scale
De-risk international expansion
Provide real-world data to inform pricing, packaging and messaging elsewhere
For established brands especially, Amazon often becomes the most predictable revenue channel, not because it’s easy, but because it’s measurable, scalable, and resilient when other channels fluctuate.
So, if Amazon feels uncomfortable…
It’s often a sign it hasn’t been approached strategically, not that it’s the wrong channel.
This year, the question isn’t “Should we be on Amazon?”
It’s “Are we in control of how our brand shows up where customers are already buying?”
Because the brands that get this right don’t just sell more, they build stronger, more resilient businesses.
Feel free to message us to arrange a consultation call to see how we can help you strategically maximise your brand on Amazon.