Many Shopify and DTC (Direct-to-Consumer) brands are leaving money on the table by ignoring Amazon. While some brands worry that selling on Amazon will compete with their DTC sales, the reality is that Amazon can be a complementary channel, not a competitor.
In 2025, consumers expect brands to be omnipresent. Shoppers often check Amazon even after discovering a product on a brand’s website. This means that Amazon for Shopify store owners isn’t just an optional strategy anymore; it’s a necessity for growth.
This guide is specifically designed for established Shopify and DTC brands looking to expand to Amazon in a way that is profitable, controlled, and aligned with their existing business. So, without any further ado, let’s get into the details of how to sell on Amazon as a Shopify brand.
Why Shopify Brands Should Consider Amazon in 2025
Amazon dominates over 40% of U.S. eCommerce sales and continues to grow as the go-to platform for online shopping. If your brand isn’t on Amazon, chances are your competitors or even unauthorized resellers are taking that market share.
Key Reasons Shopify Brands Need Amazon
Consumers Expect to Find You There
Even if shoppers discover your brand through a social ad or your Shopify store, many will search for your product on Amazon for fast Prime shipping and trusted reviews.
Amazon is a Massive Customer Acquisition Channel
Many shoppers begin their product searches directly on Amazon instead of Google. Ignoring Amazon means missing out on high-intent buyers already searching for your products.
Your Competitors and Resellers Are Already There
If you don’t control your brand on Amazon, someone else might. Unauthorized sellers can undercut pricing, damage brand perception, and hurt your overall strategy.
Stat: A recent study found that over 60% of Shopify brands now use Amazon as part of their sales strategy.
The Risks Shopify Brands Worry About
Despite the benefits, many Shopify brands hesitate to expand to Amazon due to potential risks. Let’s address the biggest concerns and how to manage them effectively.
1. Channel Conflict and Cannibalization Fears
Many brands worry that Amazon will steal sales from their Shopify store. However, the reality is that a multi-channel strategy expands overall reach rather than shifting customers between platforms.
Solution: Treat Amazon as a customer acquisition tool while keeping your DTC site as your hub for VIP experiences, exclusive products, and brand storytelling. This way, you can create a positive DTC to Amazon expansion without compromising the quantity and quality of the sales.
2. Losing Pricing Control (MAP Violations)
Minimum Advertised Pricing (MAP) violations occur when third-party sellers list products at lower-than-approved prices, leading to a race to the bottom and brand devaluation.
Solution: Enforce MAP policies through the Amazon Brand Registry and proactive monitoring.
3. Brand Erosion and Unauthorized Resellers
If you’re not selling on Amazon, unauthorized sellers may list your products, creating poor listings with incorrect details and damaging customer trust.
Solution: Get control of your listings through Amazon Brand Registry and use Amazon’s Transparency Program to prevent counterfeit sales.
4. Lower Margins Compared to DTC
Amazon takes fees for fulfillment, advertising, and transactions, making margins tighter than DTC.
Solution: Choose your product selection carefully, and only list products that can sustain Amazon’s fees while remaining profitable.
How Successful Shopify Brands Manage the Transition
The best Shopify brands don’t just list their products on Amazon and hope for the best. They built a strategy that aligns Amazon with their existing business. Here’s how they do it:
Control Listings via Amazon Brand Registry
Protect your brand, enforce MAP, and prevent unauthorized sellers.
Use a Hybrid Fulfillment Model
Combine FBA (Fulfillment by Amazon) for Prime-eligible products with FBM (Fulfilled by Merchant) to maintain flexibility.
Maintain Pricing and MAP Compliance
Monitor your pricing to prevent the devaluation of your brand.
Invest in Amazon Ads for Branded Keywords
Run Amazon PPC campaigns to prevent competitors from taking over your branded searches.
Use Shopify + Amazon Sync Tools
Automate inventory management and fulfillment between your Shopify store and Amazon using apps like Amazon by CedCommerce or Sellbrite.
Step-by-step: Expanding from Shopify to Amazon
Follow this proven Shopify-to-Amazon strategy for a smooth transition:
1. Analyze Your Product Catalog
Not every product should be sold on Amazon. Identify high-margin, high-demand products that fit Amazon’s audience.
2. Optimize Listings for Amazon SEO
Amazon search works differently from Google, focusing on:
- Keyword-rich product titles
- Compelling bullet points and descriptions
- High-quality images and A+ Content
3. Plan Your Pricing and Fulfillment Strategy
Based on your margins and logistics, decide between FBA (Amazon-fulfilled) or FBM (self-fulfilled).
4. Set Up Amazon Brand Registry
Protect your brand from unauthorized sellers and gain control over product listings.
5. Launch and Monitor for Channel Conflict
Use price tracking tools to monitor for MAP violations or unauthorized sellers.
6. Invest in Amazon PPC Campaigns
Run branded search campaigns to protect your brand name from competitors.
Common Mistakes to Avoid
Ignoring Unauthorized Sellers
If you don’t manage your Amazon presence, others will.
Treating Amazon Like Shopify
Amazon is a marketplace, not a DTC website, optimized for its unique ranking and sales dynamics.
Underestimating Amazon Fees
Factor in Amazon’s 15% referral fee, FBA costs, and PPC expenses.
Neglecting Amazon SEO
Google SEO is not equal to Amazon SEO. Optimize listings for Amazon’s A9 algorithm.
How an Amazon Agency Helps Shopify Brands Succeed
Expanding to Amazon can be time-consuming and complex. An experienced Amazon agency for Shopify brands like SwiftStart can accelerate success by:
Navigating Amazon’s marketplace rules
Avoid common pitfalls and compliance issues.
Protecting your brand
Enforce MAP pricing, remove unauthorized sellers, and prevent counterfeits.
Optimizing listings and ads
Ensure maximum visibility and conversion rates from day one.
Syncing Shopify and Amazon
Maintain a seamless inventory and fulfillment strategy.
Conclusion: Don’t Ignore Amazon in 2025
If you’re a Shopify brand, ignoring Amazon is no longer an option. With the right strategy, Amazon can be a profitable and complementary channel that expands your reach without harming your DTC sales.
Want to explore Amazon as a new channel without hurting your DTC margins? Get a free Amazon Expansion Audit tailored for Shopify brands. Let’s chat.
