Why Owning Your Brand On Amazon Is A Commercial Advantage

In certain sectors of the industry, a belief persists that selling on Amazon risks the displacement of direct-to-consumer sales. However, the reality is quite different. Take Apple, for instance, which generates approximately $350M each month on Amazon. This equates to $4.2B annually through Amazon alone. Therefore, Amazon, being one of the world’s most valuable and brand-aware companies, does not pose a threat that requires safeguarding. Instead, this platform is a channel that delivers scale, reach, and incremental growth.

Conversion Rates Tell The Story

Across the broader e-commerce landscape, the average website conversion rate is around 3%. In contrast, on Amazon, conversion rates are consistently higher, ranging from 8% to 15%. This means the rate of conversion on Amazon is three to five times greater than the e-commerce average. The reason for this difference is simple: customers on Amazon are generally not just browsing. Instead, they arrive with the intention to buy. Moreover, these shoppers have a high level of trust in Amazon; most are Prime members, and the expectation of free next-day delivery has become standard.

It Is Not Cannibalisation – It Is Market Capture

When brands are absent on Amazon, a customer will not automatically go to the brand’s direct-to-consumer site. Often, one of two main scenarios leads to the loss of the sale. First, a competitor may offer an alternative product. Second, a third-party reseller might list the brand’s product, but likely with incorrect content, improper pricing, or a lack of compliance. Therefore, being present on Amazon ensures that the brand owns the sale, the listing, the pricing, and the customer experience. Conversely, not being present means relinquishing control to others.

What We See Across Our Clients

Market Rocket manages Amazon strategies for brands across numerous categories, from global household names to high-growth challengers. A clear pattern emerges from this work. When Amazon is managed properly, it consistently becomes a high-growth channel without undermining direct-to-consumer (DTC) efforts. Furthermore, increased awareness and visibility on Amazon often drive halo effects across other channels, which strengthens rather than dilutes overall performance.

Why This Matters For Commercial Performance

Amazon is not in conflict with its broader channel strategy. Amazon is an essential part of the broader channel strategy. With the right management, it allows brands to:

Protect margins and pricing integrity

Increase overall sales volume

Safeguard brand credibility with consistent catalogue control

Prevent competitors or resellers from capturing existing demand

Market Rocket’s core function is ensuring that Amazon drives growth, not risk. Through a combination of commercial strategy and deep operational expertise, the company helps brands protect their equity, capture market demand, and scale operations 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.