Selling on Amazon Vs Selling On Your Own Site : Comparison for Starters

Amazon is the world’s largest ecommerce platform, so it isn’t astonishing that it repeatedly gets mentioned when discussing where to sell online.

It’s not shocking, either, that it’s bringing more companies ask, “Should I sell on Amazon or my own website?”The response to that question hinges, and it hinges heavily on your business.

Even if you’ve prevailed in the game for a span, earning from marketplaces, you might be evaluating creating your own shop now. Both alternatives come with benefits as well as obstacles, so which one should you use? Here, we’ll tear things down and assist you to decide what the best option is for your business.

Establishing your brand image

When it comes to inventing your brand, there’s no doubt that creating your own website gives you more power of your brand image.

As anyone who’s explored Amazon knows, there are very limited options for monitoring how your product pages look.
Colours, font, layouts are pretty much standardised on these marketplaces, However, no one can really claim that these pages are very involved.

Generally, there are certain things you can do to differentiate yourself. As far as the product page is bothered,  creating your own product images is vital when selling online no matter if you sell in a marketplace or on your own website.

Formulating a distinctive product description is also something you should be doing across the panel. However, with these marketplaces, that’s basically it.

Retaining your own website lets you develop the experience you want for your customers. Your brand should have a personality. It should symbolise your target group’s lifestyle and this should be expressed in the design of your website.
One crucial unfavourable for marketplaces is that you really need to be comprehensive about how you market yourself. Amazon, for example, is very stringent about this topic.

They basically forbid you from mentioning your own company in any way.

That means you cannot even comprise your business card or print your website in the invoices contained in the packaging.
Sharing company information is just good business practice, right? Well, that depends on who you ask.

Amazon sees this action as an attempt by the retailer to lure customers away from them; a strategy they’re not very fond of, to say the least. If it’s apparent that you’re grabbing in a lot of customers through these marketplaces. Make sure you have a notable shop name that can effortlessly be googled.

Just be certain to browse through the terms and conditions of the marketplaces carefully. Your account might get suspended if you flout these conditions.

Traffic & sales

We’re online, so marketing is an enormous element of operating a successful online business. The internet is massive, and assist to ing customers discover your web site too is difficult to work. Nonetheless, as a retailer, you might have both short-term goals and long-term objectives.

If discussing long-term goals, then building your brand is your aim. Nevertheless, bringing sales is also crucial and expanding your products to make a rapid sale is crucial to your short-term goals.

If you have your own store, you can do a bunch of things to drive traffic to your shop – optimise your website to rank impressive in Google organic search results, run Google ads, Facebook ads, or create an Instagram campaign.

Then there’s Twitter, hashtags, and Pinterest. The roster goes on and on. Still, this can take lots of time and action. And we all remember that time = money.

The benefit of selling in a marketplace is that it will possibly be simpler for consumers to discover your products. Generally, this will nonetheless depend on what you’re selling, how many competitors you have, and a limited supplementary factors. Still, once you assume that according to bloom reach, shoppers begin their product searches two times more frequently on Amazon than on

Google, then it’s foolish to deny the power of having your products available on Amazon.

However you can “advertise” on Amazon, you’re really just facilitating your Amazon product and you’re practically paying Amazon to promote a product that you’re selling on their website. And if you do sell it, a fine piece of your profits also drives to the marketplace.

Customer Experience

When it comes to marketplaces, the customer’s experience is more promptly connected with the marketplace than with the seller. When a customer has a decent experience buying your product on Amazon or Google, it’s clearly another considerable Amazon purchase. Yet the product is yours, the experience belongs to the marketplace in many ways.

Furthermore to branding, the customer experience is much more in your hands when you operate your own shop. When a customer buys from your shop, their customer mission from start to end is yours to regulate and customise. From the homepage to the follow-up email requesting a review, it’s all up to you. It may be more process, but it’s yours to control and yours to boss!

Marketplace shops depend greatly on public proof and trust

This point is extremely true with Amazon. Shoppers can search a seller’s reviews to get an idea of their service. Probably more particularly,  product reviews (and ratings) are ready right on the product page as well.

This gives users a wonderful peace of mind before finalizing their purchase. This point, in my opinion, may be one of the tremendous aspects of Amazon’s success as Jeff Bezos made the decision to publish all reviews (even negative reviews) for the windfall of the shoppers.

Creating your own website means you’ve got to earn over customers trust.

The bottom line here is that trust is a primary issue here and a benefit that Amazon has worked rough to get. Even if a consumer visits your website and likes what they see, they may still choose to shop in a marketplace because of their previous experiences. And that’s why public proof is so important.

Similarly, having a trustmark displayed on your page can be a huge faith creator for your online store.


Companies like Amazon make it simple for shop owners to (re)market products to shoppers who searched their pages. This doesn’t amaze anyone anymore, but it’s important to note that this is still a very useful marketing strategy.

Intending for users who have interacted with your pages before makes point. Either they were attracted to your products or have purchased from you earlier. In both situations, these users are more liable to restore than lots of other targeting strategies.

Recommended items

One incredible feature that Amazon has on its product pages (and once a product is added to the basket) is a suggestion of corresponding products. By suggesting another product that goes together with the original product, you can encourage your customers to buy more from you before checking out.

It can also be seen as an assistance to your customers. If they end up buying something like a new DSLR camera, purchasing a second battery might not be the initial thing on their mind, but may promptly realise that they will need that item as well.


Although your earnings are sure to boost by being on Amazon, it does come at a fee. Nonetheless of whether you have an experienced account or you opt for FBA (fulfilment by Amazon), you’ll still be encountered with fees. It’s certainly worth doing your inquiry on your Amazon fee plan before prepping your marketplace account.

Amazon has a great reputation and is acknowledged by many retailers.

If your e-commerce site is fairly new, nook, or not prominent, consumers may doubt your credibility and shop elsewhere, from sites they know and trust. Marketplaces are a considerable way to neutralize this issue, as they already have confided relationships with global audiences.

It’s also worth quoting that Amazon is very strict on sellers when they collect customer complaints. The consumer knows that the consequence is likely to be in their favour and not the sellers, giving them further confidence to shop with Amazon.

Fewer Reach
 Marketplaces help to enlarge your reach and product visibility. By concentrating on your website (and only your website), you are reducing out a huge market that you could be targeting – not just locally, but internationally as well. Marketplaces give you the distant reach that your website can’t.


A no-brainer when it comes to Amazon is that the competition will be tremendous. Amazon is one of the largest performers in its space, so there may be thousands of different sellers that your business will have to tackle with.


As you have entire restraint over your website, it also means you have a lack of assistance if anything goes wrong. Expecting on whether or not your website developer extends technical support, you could be stuck if a technical issue arises.

International Reach

Living a global trusted brand, Amazon provides businesses the opportunity to broaden their contributions into different markets. It provides your business with the opportunity to go beyond your limited geographical location and broaden your stretch to different parts of the globe where there are swathes of customers willing and keen to buy from UK-based sellers.


Selecting to sell on Amazon versus your own website can also give your brand protection. With amazon brand history, your company can get insurance against knock-off editions of your products. You can also report copy-cat sellers. This policy enables your business to ensure its brand and enhance its sales. In comparison, outside of Amazon, your company must regulate and safeguard your own brand.


Like customers, data is also a significant tool (and perk) of trading on your website. While you can permit analytical data on Amazon, it isn’t as in-depth as your site analytics. For example, you can discern details about how long a user spent on a page, as well as what pages they visited when on your website.

This data can help you establish a better, powerful site that produces more orders and sales.

For example, if you notice that a lot of users don’t finish your checkout process, you may experiment with the different checkout system, Rather than many steps, for instance, you may make checkout a single step, which could enhance order actuality rates.
Obviously, to take advantage of this premium, you need to look at, analyze, and take procedure on your data.


For many companies, Amazon is also convenient, distinguished to selling on their own websites. Amazon takes care of all the maintenance, costs, and management that appears with running an ecommerce site. You don’t have to concern about web hosting or redesigns. When you sell on Amazon, Amazon handles those tasks.

For example, Amazon is responsible for:

  • Preserving and Seller Central
  • Keeping and the site’s product listings live and accessible
  • Delivering a secure shopping, ordering, and seller experience
  • Delivering seller payment and ads
  • Offering seller support
  • Settling customer support issues certain to the site

With FBA, you can pass on the obligation of fulfilling and shipping orders to Amazon, as well as the procedure of handling returns. Marketing and advertising are also to-dos that you can contract out, like to an Amazon agency. Tasks that you do supervise, like expanding product listings or creating an Amazon store, are simple.

FBA fees

While selective alternative, FBA can assist your business streamline order fulfilment and customer service. Not to mention, utilizing FBA enhances your product listing optimization, which can drive to elevated rankings and sales. FBA cost depends hefty on your product price, weight, and category.

Final Thoughts and Recommendations

I would always motivate sellers to create their own websites, it can’t harm experimenting some marketplaces to round off your online shop’s sales. However these marketplaces may have stringent rules, they have also built up a considerable prestige for themselves and can get your business some outstanding exposure.

All in all, it’s good to outstretch and sell your products across numerous channels, but dismissing your own website and only concentrating on marketplace sales would be a blunder and can impede your shop’s growth.

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