Here’s a scenario I see all the time: A brand’s killing it with stunning social ads, killer retail displays, influencer content, and SEO that could make Google blush. But then they glance at their reports and see that all the sales are showing up on Amazon. Cue the panic:
“Why are we spending money outside of Amazon if Amazon’s getting all the sales?”
Because that’s the customer journey today. And Amazon often just happens to be the final pit stop on the highway.
Let’s break it down.
Omnichannel = Air Cover for Amazon Wins
Think of every channel—social, retail, influencer, DTC—as billboards along a customer’s drive. They’re all planting seeds:
- A shopper sees your TikTok video and thinks, “That’s cool.”
- Next day, they spot your product on a Target endcap. “Oh, I’ve seen that!”
- That night, they’re scrolling Instagram and see an influencer raving about you.
- Fast-forward to payday: they type your brand name into Amazon, toss it in the cart, and boom—sale attributed to Amazon.
Your non-Amazon channels created the desire. Amazon simply closed the deal.
Cutting off the rest of your presence because Amazon gets the attribution is like tearing down every highway billboard because people end up parking at your store anyway. You’ll starve the funnel that feeds your Amazon sales.
Amazon’s Just the Cash Register
A lot of brands think of Amazon as their entire business. But Amazon is just your biggest, loudest cash register. People shop there because it’s easy, fast, and where they feel safe buying. But make no mistake—most customers discover your brand somewhere else first.
When they show up on Amazon already familiar with your brand, your conversion rates soar. Your reviews look legit. Your detail pages get more clicks. Even your advertising becomes cheaper because your branded searches go up and your CPCs go down.
Omnichannel isn’t costly. It’s the investment that makes your Amazon flywheel spin faster.
You’re Not Losing Sales to Amazon—You’re Capturing Them
Instead of seeing Amazon “steal” your sales, flip the perspective: Amazon’s catching sales that would have slipped through the cracks if you weren’t building brand awareness everywhere else.
- A shopper might not trust a random brand on Amazon.
- But a shopper who’s seen you five times in five places? They’re searching your name.
- That’s a customer you just earned, even if Amazon’s taking the credit.
This is why brands that go quiet outside of Amazon eventually plateau. The pipeline dries up. The brand becomes a commodity. And competitors who keep omnichannel humming scoop up the market share.
It’s All Part of the Journey
Your customers don’t think in “channels.” They just think:
“Where can I get this brand I keep hearing about?”
If the answer’s Amazon, great. You still made the sale. But you don’t get that sale unless you show up in all the places they hang out.
So yes—keep investing in social, retail, influencers, PR, and even billboards if they make sense for your brand. Just because Amazon rings the register doesn’t mean the rest of your presence wasn’t crucial in getting the shopper to “add to cart.”
Bottom line: Omnichannel isn’t optional. It’s the reason your Amazon sales exist in the first place.
And in a world where customers scroll, shop, and buy wherever they want—you’re either part of their journey…or you’re invisible.
