5 years ago an online retailer that had their own site but also listed on Amazon would see like 10% of sales come through Amazon. Today that number is more like 60%. Naturally, some retailers have decided it’s not worth competing and taken their focus entirely to Amazon. They either close their site or significantly minimize their attention to it since it’s not driving as much revenue.
I’m not sure if that’s the right call.
Amazon has some disadvantages. The biggest being that Amazon product pages have to be formatted pretty much identically. Product description is basically a list of bullet points. That means you can’t weave a compelling story on your Amazon product page.
Here is what I think is happening. Your potential buyers either discover your site first or are on Amazon, discover your item, check out your branded site, and then buy on Amazon. But the point is that a big percentage of your first-time buyers on Amazon did indeed visit your site. Just because they ultimately purchased the product on Amazon after spending 12 minutes on your brand site doesn’t mean Amazon should get all the credit. Even if they love your site they might prefer to buy from Amazon if they have Amazon Prime (and nearly 50% of American households do).
How can we know for sure that your branded site is influencing Amazon conversions? Glad you asked. One idea is to focus your PPC on a specific city (for example Austin, Texas). Boost your ad spend in this one city for a time period (based on purchase cycle for your product). Then go to Amazon and see if there was a proportional uptick in Austin orders. If there was it proves your site plays an important role in driving Amazon sales.