Amazon DTC: Why DTC Brands Are Moving to Amazon (2026 Strategy Guide for Founders)

Direct-to-consumer brands have spent the last decade mastering owned channels, including Shopify stores, social ads, and influencer-driven growth. But in 2025, the most successful DTC brands aren’t staying DTC-only. They’re adopting a hybrid approach where Amazon becomes a core sales and acquisition channel, not a competitor.

To help founders understand whether the Amazon-DTC Hybrid model is right for them, this guide breaks down why the “DTC to Amazon” transition is accelerating, how to execute it profitably, and what pitfalls to avoid. 

Story-at-a-Glance

• Amazon now drives high-intent, lower-CAC traffic that helps DTC brands overcome rising advertising costs. 🚀
• Nearly 50% of shoppers start their product search on Amazon, making marketplace visibility essential for growth. 🔍
• FBA and Amazon’s logistics network give DTC brands faster delivery, higher trust, and operational efficiency at scale. 📦
• A hybrid DTC + Amazon model builds diversified, stable revenue and increases both acquisition and lifetime value. 🔄

What Is Direct-to-Consumer (DTC)?

Direct-to-consumer (DTC) is a business model in which brands sell their products directly to customers without relying on wholesalers, distributors, or traditional retail partners. Instead of going through middlemen, DTC brands use channels they own or control—such as Shopify websites, email, SMS, and social media—to deliver a more personalized customer experience.

DTC grew rapidly because it allows brands to:

• Build direct relationships with customers
• Control pricing, storytelling, and brand experience
• Gather first-party data to improve products and marketing
• Increase margins by removing retail intermediaries

However, as customer acquisition costs rise and competition increases, many DTC brands are discovering that being DTC-only is no longer enough. This is why more brands are adopting a hybrid model, maintaining their DTC website for retention and loyalty while using Amazon as a powerful acquisition engine.

Pros & Cons of the Amazon-DTC Hybrid Model

A deeper look at the advantages and disadvantages helps founders understand exactly how Amazon fits into a modern DTC omnichannel strategy. While Amazon offers unmatched scale and high-intent shoppers, it also introduces constraints around customer ownership, competition, and pricing power. Below is a more detailed breakdown of how these trade-offs affect brand growth, profitability, and long‑term control.

Pros of Amazon-DTC Hybrid Approach

1. Massive Reach and Built-In Demand

Amazon remains the most visited ecommerce marketplace in the U.S., generating nearly 3 billion monthly visits. This level of traffic would take most DTC brands years, and millions of advertising dollars, to replicate through paid social or organic channels. By listing on Amazon, brands instantly gain exposure to millions of shoppers actively searching for products like theirs.

Additionally, Amazon’s algorithm surfaces relevant products to high-intent customers through search rankings, recommended items, and category suggestions, giving brands multiple touchpoints with shoppers who are ready to buy.

2. High-Purchase-Intent Audience

Unlike social platforms where shoppers are browsing casually, customers on Amazon arrive with clear purchase intent. Many have already made the decision to buy and are evaluating which product is the best fit. This results in:

• Higher conversion rates than typical DTC landing pages

• Lower overall CAC compared to Meta or Google

• Faster return on ad spend due to high-intent search behavior

For DTC brands facing rising customer acquisition costs, Amazon acts as a dependable bottom‑of‑funnel engine.

3. Streamlined Fulfillment and Operational Efficiency

Amazon’s FBA network is one of the world’s most efficient fulfillment systems. FBA manages:

• Warehousing and inventory placement

• Picking, packing, and shipping

• Prime delivery eligibility

• Customer service and returns

This infrastructure reduces operational strain on DTC teams, keeps delivery times consistent, and enhances the customer’s post‑purchase experience. For brands scaling quickly, FBA prevents common logistics bottlenecks that limit growth on Shopify or owned channels.

4. Accelerated Review Growth and Social Proof

Amazon’s review system is one of the most influential conversion drivers in ecommerce. Shoppers trust Amazon reviews more than most on-site reviews, and Amazon’s frictionless review flow encourages high-volume feedback. This creates:

• Faster accumulation of social proof

• Improved organic ranking

• Higher click‑through rates on product detail pages

For new product launches, early review velocity can dramatically improve a brand’s visibility and sales trajectory.

Cons of Amazon-DTC Hybrid Approach

1. Limited Customer Data and Retention Control

Because Amazon owns the customer relationship, brands cannot:

• Capture email or SMS subscribers

• Directly retarget customers

• Build owned customer profiles

This limits lifetime value (LTV) potential on Amazon compared to DTC channels. Brands must rely on exceptional product quality and strategic packaging inserts (within Amazon’s policies) to encourage customers to engage with their owned channels.

2. Intensified Competition and Marketplace Saturation

Amazon’s marketplace is crowded, and DTC brands frequently compete with:

• Similar products from established sellers

• Low‑priced alternatives

• Private-label competitors

• International sellers with lower costs

To win visibility, brands must invest in SEO, PPC, optimized listings, and continuous monitoring. Without an intentional strategy, even strong DTC brands can struggle to stand out.

3. Pricing Pressure and Margin Compression

Amazon shoppers compare prices quickly, and lower-priced competitors are always present on the same search results page. This environment creates ongoing pricing pressure that can:

• Limit margin flexibility

• Reduce average order value

• Force brands to align Amazon pricing with DTC pricing to avoid channel conflict

Additionally, FBA fees, referral fees, and rising advertising costs need to be accounted for when modeling profitability.

Why DTC Brands Are Expanding to Amazon

As customer acquisition costs continue to rise and consumer buying behavior shifts toward trusted marketplaces, many DTC brands are turning to Amazon as an essential growth channel. And the data supports this shift. Third-party sellers, many of them DTC brands, now account for 58% of all Amazon sales. 

Expanding to Amazon allows brands to tap into a massive built-in audience, leverage world-class logistics, and reduce dependency on volatile paid social traffic. Below are the core reasons why Amazon has become a powerful extension of the DTC model.

1. Amazon Is the New Default Storefront

A Harvard Business Review case study found that even customers who love a brand often check Amazon before purchasing because they want fast shipping, reliable reviews, and hassle-free returns.

Around 63% of online shoppers start their product search on Amazon, making visibility on the marketplace crucial for growth.

2. Lower Customer Acquisition Costs

Customer acquisition cost (CAC) has increased across traditional DTC channels like Meta and Google. In contrast, Amazon buyers are already in “buy mode,” which lowers CAC and improves conversion rates.

Many DTC brands also see strong performance when running paid traffic (Meta, TikTok, Google) directly to Amazon listings because customers trust the Amazon checkout experience.

3. Logistics, Trust & Scale

Amazon offers robust logistics through FBA, minimizing fulfillment strain on DTC teams. FBA dramatically increases sales due to Prime eligibility and faster delivery.

Why Hybrid (Amazon + DTC) Outperforms DTC-Only

A hybrid Amazon + DTC strategy gives brands the best of both worlds. While DTC channels provide control, storytelling, and strong retention, Amazon delivers scale, visibility, and reliable customer acquisition. By combining both channels, brands create a more resilient, profitable, and future-proof business model.

Here’s why the hybrid model consistently outperforms a DTC-only approach:

• Diversified Revenue Streams: Relying solely on a DTC website makes brands vulnerable to rising ad costs, algorithm changes, and traffic fluctuations. Adding Amazon creates a second high-performing revenue engine that stabilizes growth.
• Lower Customer Acquisition Costs: Amazon captures bottom‑of‑funnel shoppers who are ready to purchase, helping brands offset the rising CAC on Meta, Google, and TikTok. This improves blended ROAS and ensures healthier acquisition economics.
• Reduced Channel Risk: If one channel underperforms, such as a drop in Meta reach or an SEO hit, Amazon acts as a safety net that maintains momentum. Healthy brands spread risk across multiple platforms.
• Better Margins Through DTC Retention: While Amazon excels at acquisition, DTC excels at retention. Customers acquired on Amazon often return to the brand’s website for subscriptions, bundles, and loyalty programs. This creates a flywheel where Amazon fuels first purchases and DTC increases lifetime value.
• Faster Scale With Built-In Demand: Amazon exposes brands to millions of high-intent shoppers without requiring massive ad spend. DTC brands use this demand to level up awareness, boost organic search, and strengthen social proof.

The strongest modern brands leverage Amazon’s acquisition power while preserving DTC’s relationship-building strengths. This blended strategy produces higher LTV, more stable revenue, and more efficient growth than relying on a single channel.

However, even with these benefits, the move from DTC to Amazon comes with trade-offs, so understanding the pros and cons is essential.

beBOLD Digital Case Study: How We Helped DTC Brands Build Amazon + DTC Synergy

Creating synergy between a brand’s Amazon presence and its DTC website is one of the most effective ways to drive sustainable, omnichannel growth. These real-world beBOLD Digital case scenarios demonstrate how a strategic hybrid approach can increase acquisition, strengthen retention, and improve profitability across both platforms.

Wellness Brand Uses Amazon to Fuel Shopify Subscription Growth

A wellness supplement brand had strong Shopify conversions but struggled with reach and traffic scalability. beBOLD Digital positioned Amazon as a powerful discovery and acquisition channel.

What beBOLD Did:

• Built a high-converting Amazon storefront focused on educational content and hero SKUs.
• Developed A+ Content aligned with the brand’s storytelling on Shopify.
• Analyzed Amazon reviews to identify customer language that resonated—then applied it to Shopify landing pages and email flows.
• Used DSP retargeting to drive Amazon visitors back to Shopify for subscription offers.

Results:

• Amazon delivered a 52% increase in new-to-brand customers.
• Shopify subscriptions grew 19% due to brand lift from Amazon exposure.
• Conversion rates increased across both channels thanks to unified messaging.

How to Successfully Expand From DTC to Amazon

If you’re ready to move from a pure DTC model to selling on Amazon, the process is simpler than it seems. Here’s a streamlined overview of how to start selling on Amazon quickly and successfully:

1. Set Up Your Seller Central Account

Create a Professional Seller account on Amazon Seller Central and register your business by providing your tax information, bank account, ID, and business email. This unlocks full selling permissions and allows you to scale past 40 units per month.

2. Build a Branded Amazon Storefront

Create a clean, branded Amazon Store that mirrors your DTC website. Include strong visuals, lifestyle imagery, bestsellers, and easy category navigation. This becomes your brand hub on Amazon.

3. Optimize Your Product Listings

Use keyword‑rich titles, compelling bullet points, A+ Content, and high‑quality images. Strong listing optimization dramatically improves ranking, click‑through rate, and conversions.

4. Choose Your Fulfillment Method

Most brands start with FBA for Prime shipping, fast delivery, and automated returns. Use FBM only for oversized or fragile items that don’t fit FBA cost‑effectively.

5. Launch Amazon Advertising

Run Sponsored Products and Sponsored Brands to drive initial visibility. Many DTC brands also run TikTok, Meta, or Google ads to Amazon for lower‑funnel conversions.

6. Enroll in Brand Registry

Once your trademark is active, Brand Registry lets you protect your listings, access A+ Content, and gain more control over your brand presence.

7. Apply Insights to Improve Both Channels

Use Amazon reviews, keyword data, and customer behavior insights to strengthen your DTC website, creative direction, and messaging.

Ready to Grow Your DTC Brand on Amazon with beBOLD Digital?

For most brands, a strategic Amazon DTC expansion is the fastest path to scalable, diversified revenue. Amazon offers unmatched visibility, lower-funnel buyers, and world-class logistics, while your DTC site remains the hub for subscriptions, storytelling, and retention.

If you’re ready to build a high-performing Amazon channel without losing control of your brand, beBOLD Digital can manage the entire journey, from setup to scale, including SEO, PPC/DSP, creative, operations, and brand protection. Ready to scale your DTC brand by adding Amazon as a high-performing acquisition channel? Schedule a strategy call with beBOLD Digital today.

Frequently Asked Questions (FAQ)

What does “Amazon DTC” mean?

Amazon DTC refers to direct-to-consumer brands that sell their products on Amazon while maintaining full control of their brand identity, pricing, and catalog strategy. Amazon serves as the transaction layer, but brands still control content, imagery, and product positioning.

Why are DTC brands shifting to Amazon?

DTC brands are shifting to Amazon because CAC has risen significantly on paid social platforms, while Amazon provides a high-intent audience. Nearly 50% of shoppers begin product searches on Amazon, making the channel critical for visibility and revenue growth.

What are the biggest challenges when expanding from DTC to Amazon?

The biggest challenges include increased competition, strict compliance requirements, inventory management, and the need for continuous SEO and advertising optimization. Tools like Brand Registry and FBA help mitigate these challenges.

Is it profitable for DTC brands to sell on Amazon?

Yes. According to Influencer Marketing Hub, 65% of Amazon sellers earn at least $1,000 monthly, and 13% earn over $25,000. High-intent traffic and Prime eligibility often lead to strong margins, especially once listings rank organically.

How does fulfillment work for DTC brands selling on Amazon?

Most brands use FBA, which handles shipping, storage, returns, and customer service. FBA offers Prime eligibility and increases conversion rates due to faster delivery and customer trust.

Can DTC brands use Amazon without hurting their DTC website traffic?

Yes. Amazon typically enhances DTC performance. Customers often discover brands on Amazon and return to the website for subscriptions, bundles, and loyalty programs. Amazon’s search data also helps brands optimize their DTC websites.