Why Owning Your Brand on Amazon Is a Commercial Advantage

There is still a belief in some parts of the industry that selling on Amazon risks damaging a brand’s direct-to-consumer sales. However, the reality is quite different. For instance, Apple generates approximately $350 million per month on Amazon. This means the company achieves $4.2 billion annually through Amazon alone. For one of the world’s most valuable and brand-conscious companies, Amazon is not a threat to be avoided. Instead, it serves as a powerful channel that delivers scale, reach, and incremental growth.

Conversion Rates Tell The Story

While typical conversion rates for e-commerce websites hover around 3%, Amazon’s rates are consistently much higher, sitting between 8% and 15%. This means the conversion rate is three to five times greater. The underlying reason for this difference is simple: Amazon customers are not merely browsing. Instead, they arrive at the site ready and intending to make a purchase. Moreover, a high level of trust exists for the Amazon platform; most customers are Prime members, and free next-day delivery has become a basic, expected standard.

It Is Not Cannibalisation – It Is Market Capture

When brands are absent on Amazon, the customer does not automatically divert to their direct-to-consumer site. Instead, the sale goes to:

A competitor offering an alternative product

A third-party reseller listing the brand without the right content, pricing, or compliance

Taking ownership means being in control of the sale, the listing, the pricing, and the overall brand experience. On the other hand, a lack of presence allows others to take over that control.

What We See Across Our Clients

At Market Rocket, the team manages Amazon strategy for brands across multiple categories, including global household names and high-growth challengers. A clear pattern emerges from this experience: when Amazon is managed properly, it consistently becomes a high-growth channel without undermining Direct-to-Consumer (DTC) efforts. In fact, awareness and visibility on Amazon often drive ‘halo effects’ across other channels. Therefore, managing Amazon correctly strengthens, rather than diluting, overall performance.

Why This Matters For Commercial Performance

Amazon is not at odds with a broader channel strategy; instead, it is an essential part of one. When managed correctly, this platform enables businesses to achieve several key objectives. For example, businesses can protect their margins and pricing integrity. Additionally, they can increase overall sales volume. Consistent catalogue control also contributes to the protection of brand credibility. Finally, this management prevents competitors or resellers from capturing existing demand.

Market Rocket’s mission is to ensure Amazon operates as an engine for growth, rather than a source of risk. The company combines commercial strategy with deep operational expertise to help businesses protect equity, capture demand, and scale profitably.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.