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How a Website Can Actually Increase Your Amazon Sales (Instead of Competing With Them)

omnichannel Feb 17, 2026

One of the biggest objections I hear from Amazon sellers sounds like this:

“Why should I build a website? I don’t want to pull sales away from Amazon.”

I get it.

Amazon is working.
It’s driving revenue.
It feels safe.

So the idea of sending people somewhere else sounds risky.

But here’s the truth, most sellers don’t realize:

Your website should not compete with Amazon.

It should make Amazon stronger.

And once you understand how that works, your entire omni-channel strategy starts to make sense.

The Myth: Your Website Will Cannibalize Amazon Sales

This is probably the biggest misconception I see.

Sellers assume:

If customers buy on the website, Amazon sales drop.
If traffic goes elsewhere, rankings suffer.
If they build DTC, Amazon loses power.

In reality, the opposite is often true.

A strong website creates:

More brand searches on Amazon
Higher trust and credibility
Better repeat customer behavior
External traffic signals Amazon loves

Amazon rewards brand demand.

Your website helps create that demand.

What Your Website Is Actually For

Let’s simplify this.

Your website is NOT:

Just another storefront
A brochure about your brand
Something you build because everyone says you need one

Your website exists to do three specific jobs:

1. Build Brand Authority

When customers look you up, and they will, your website becomes proof you’re a real brand.

Not just another listing.

That trust increases conversion everywhere, including Amazon.

2. Capture Customers You Would Otherwise Lose

Amazon doesn’t give you customer ownership.

Your website does.

Packaging inserts.
QR codes.
Search traffic.
Social traffic.

Those people need somewhere to land.

If you don’t provide it, they disappear.

3. Increase Profitability

This one matters more than people realize.

On your website:

Higher margins
Bundles you control
Upsells
Email marketing

You’re not replacing Amazon revenue.

You’re improving the economics of your business.

How a Website Boosts Amazon Rankings (Yes, Really)

Amazon wants products people actively seek out.

When you drive:

External traffic
Brand awareness
Search interest

You increase branded search volume.

More branded search = stronger relevance signals.

Which means:

Your Amazon listings often perform better.

I’ve seen this happen repeatedly.

The brands that invest in direct channels usually see stronger Amazon performance over time.

The Right Way to Build a Website (Most Sellers Get This Wrong)

The mistake?

Trying to build a fancy brand site before building a selling machine.

Your website should be:

Simple
Fast
Clear offers
Strong calls to action
Built for conversion

Not complicated.

Not overdesigned.

Just focused.

If someone lands there, they should immediately understand:

What you sell
Why it’s different
What to do next

What I Tell Amazon Sellers to Build First

If you want a simple roadmap:

Start with:

Homepage with clear positioning
Product pages that convert
Email capture offer
Bundle options
Social proof

You can expand later.

But don’t wait for perfection.

The Hidden Advantage Most Sellers Miss

Here’s where things get really interesting.

When you own a website:

You own customer data
You control messaging
You test pricing and bundles
You learn what buyers actually want

That information makes your Amazon strategy smarter.

Your website becomes a testing ground.

Amazon becomes your distribution engine.

That’s when omni-channel starts working together.

The Bigger Picture

Amazon is incredible at:

Discovery
Convenience
Conversion at scale

Your website is incredible at:

Branding
Margin
Customer ownership
Long-term loyalty

Together?

You don’t just have a product listing.

You have a brand.

Final Thought

Your website isn’t there to steal sales from Amazon.

It’s there to protect your business long-term.

Because the strongest brands don’t rely on one channel.

They build ecosystems.

And when your ecosystem grows, Amazon usually grows right along with it.

If you’re an Amazon seller trying to figure out how your website fits into the bigger picture, and how to build it without creating more work, that’s exactly the kind of strategy I help brands map out every day.

Because omni-channel shouldn’t feel complicated.

It should feel intentional.

Frequently Asked Questions About Websites for Amazon Sellers

1. Should Amazon sellers have their own website?

Yes. A website gives Amazon sellers brand authority, higher margins, and customer ownership. It should support Amazon, not compete with it, by building trust and capturing customers outside the marketplace.

2. Will a website hurt my Amazon sales?

No. In most cases, a website helps Amazon sales by increasing brand awareness, driving branded searches, and building customer trust before shoppers buy on Amazon.

3. Why do I need a website if Amazon already converts well?

Amazon is excellent for discovery and convenience, but you don’t own customer data. A website lets you build an email list, control messaging, test bundles, and increase profitability.

4. What should an Amazon seller’s website include?

At minimum:

Clear brand positioning
Simple product pages
Email capture
Social proof
Strong calls to action

The goal is conversion — not complexity.

5. Does driving traffic to my website improve Amazon rankings?

Indirectly, yes. External brand awareness and traffic often increase branded searches on Amazon, which can improve listing performance and relevance signals.

6. Should my website have lower prices than Amazon?

Not usually. Most successful brands keep pricing aligned but use their website for bundles, exclusives, or loyalty incentives instead of discounting.

7. How does a website help with repeat customers?

A website allows email marketing and direct communication with customers. This creates repeat purchases without relying entirely on Amazon ads.

8. What’s the biggest mistake Amazon sellers make when building a website?

Overbuilding. Many sellers focus on design instead of conversion. The best ecommerce websites are simple, clear, and designed to sell.

9. Is Shopify the best option for Amazon sellers?

For most product-based brands, Shopify is a strong choice because it’s easy to manage, integrates with Amazon workflows, and supports growth over time.

10. When should an Amazon seller build a website?

As soon as Amazon sales are stable and margins are understood. A website becomes the foundation for long-term omni-channel growth.

11. Can I grow a brand long-term without a website?

It’s possible, but risky. Without a website, you don’t control customer relationships or brand experience, which limits long-term scalability.

12. What is the real goal of a website for Amazon brands?

The real goal is ownership, owning your brand presence, your customer data, and your ability to grow outside one platform.