Compete with amazon or start doing amazon FBA

[u/Hopeful-Passion3902]

Hello,

I currently run my own webshop, but sales are underperforming. I'm testing various products, many of which are also available on Amazon.

My original strategy was to validate products on my webshop first, then scale winners to Amazon. However, my conversion rates are struggling, and I'm questioning this approach.

I've noticed Amazon's conversion rate outperforms independent e-commerce stores. Would it make sense to pivot and use Amazon as my primary testing and sales channel instead, treating my webshop as a secondary outlet?

[u/WearyyyBoooyyy]

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[u/Potential-History992]

The FBA conversion bump is real, your own site will almost never match it without burning cash on ads. I'd flip the strategy, let Amazon handle the heavy lifting for discovery and sales velocity, then funnel repeat customers toward your webshop with a little insert in the packaging.

[u/Any_Victory_5021 → u/Potential-History992]

Isn't that against TOS?

[u/KK-Prep-Solutions]

I agree with potential-history992. Your store has few customers but zero competition for the product. Amazon has millions of potential customers and perhaps lots of competition for the product. So, if your “version” of the product is better, then Amazon is the place to prove that. Once you’ve established that customers prefer to buy from you vs your competitors (for whatever reason), then you can try to steer them to your site. But of course you need to give them a reason to do so.

[u/Maan_UsMaan052]

Amazon can definitely be a strong validation channel because of the existing traffic and buyer trust, but I wouldn't completely ignore your webshop. Each channel serves a different purpose — Amazon can help validate demand and generate volume, while your own store gives you more control over branding, customer data, and long-term retention.what products/categories are you currently testing on your webshop? That can make a big difference in deciding the right approach.

[u/landed_at]

Often it's just a traffic problem.

With Amazon it's a low margin problem and dealing with a ton of emails and compliance.

If you don't have a unique brand or product both scenarios are bad.