Why Sell on Amazon

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on Why Sell on Amazon.

Amazon dominates the global ecommerce landscape, attracting hundreds of millions of shoppers each month. In the UK alone, it accounts for a significant share of all online product searches. For many consumers, Amazon is the first place they go to discover, compare, and buy products.

Selling on Amazon means tapping into that immense audience and leveraging its trusted brand reputation. Unlike building a website from scratch, Amazon gives you immediate access to a global customer base that already trusts the platform’s payment systems, delivery options, and return policies.

Who Should Sell on Amazon?

Selling on Amazon suits a wide range of businesses. It’s ideal for:

• Start-ups wanting to enter ecommerce without building a full website.

• Established retailers seeking new sales channels.

• Manufacturers or wholesalers who want direct-to-consumer access.

• Brand owners looking to expand their digital footprint.

Whether you sell handmade crafts, electronics, or beauty products, Amazon offers scalable solutions for most product types.

The Benefits of Selling on Amazon

1. Access to a Massive Customer Base

Amazon’s marketplace reaches more potential buyers than almost any other platform. Instead of waiting for organic search traffic, you’re selling where millions of customers are already looking to buy.

This built-in audience can dramatically shorten your sales cycle, making it easier to reach new customers without heavy advertising at the start.

2. Built-in Trust and Credibility

Shoppers feel comfortable buying from Amazon because of its strong reputation for reliability and customer service. Selling on Amazon lets your brand benefit from that trust instantly.

Even lesser-known brands can gain credibility by being associated with Amazon’s secure checkout process, efficient delivery, and transparent reviews system.

3. Fulfilment by Amazon (FBA)

One of the biggest advantages of selling on Amazon is its Fulfilment by Amazon service. With FBA, Amazon stores, packs, and ships your products directly to customers. They also handle returns and customer queries.

This means you can focus on sourcing products, marketing, and growing your business rather than dealing with day-to-day logistics. FBA products are also eligible for Prime delivery, which increases visibility and conversions.

4. Scalability and Global Reach

Amazon operates marketplaces in multiple countries, allowing you to expand internationally with relative ease. Once your products are set up and compliant with Amazon’s requirements, you can sell to customers across Europe, North America, and beyond.

For brands that want to scale quickly without the infrastructure of a global distribution network, Amazon offers a practical route to international growth.

5. Powerful Marketing Tools

Amazon provides sellers with data-driven advertising options such as Sponsored Products, Sponsored Brands, and Amazon DSP. These tools let you target specific keywords, audiences, and placements directly within the platform.

You also gain access to valuable analytics through Amazon Seller Central, helping you track sales performance, conversion rates, and advertising ROI.

6. Customer Insights and Reviews

Amazon’s review system provides immediate feedback from real customers. This data is invaluable for improving products, pricing, and descriptions. It also builds social proof, helping new customers make confident purchasing decisions.

Reviews, Q&As, and ratings can also influence search visibility within Amazon’s algorithm (A9), which rewards listings that drive engagement and satisfaction.

How Amazon SEO Works

To succeed on Amazon, you need to understand its internal search engine, often referred to as A9. Unlike Google, which focuses on relevance and authority, Amazon’s algorithm prioritises sales performance and buyer behaviour.

Key factors that influence Amazon rankings include:

• Keyword relevance in titles and bullet points

• Conversion rate and sales velocity

• Price competitiveness

• Customer reviews and ratings

• Fulfilment method (FBA products usually perform better)

Optimising product listings with targeted keywords, clear titles, accurate descriptions, and high-quality images is essential. Amazon SEO helps your products appear higher in search results, leading to more clicks and sales.

Costs and Considerations

While selling on Amazon offers major benefits, it’s not without costs and competition. Sellers typically pay:

• A monthly subscription fee (Professional plan) or per-item fees (Individual plan)

• Referral fees, which vary by category

• FBA storage and fulfilment fees if using the service

Competition can also be intense, especially in high-demand categories like electronics or beauty. To stand out, you’ll need strong branding, effective product imagery, and competitive pricing.

Branding on Amazon

Although Amazon controls much of the buying experience, sellers still have opportunities to build brand identity. With Brand Registry, businesses can protect intellectual property, access enhanced A+ Content, and create custom storefronts.

A+ Content lets you use richer visuals, comparison charts, and storytelling to communicate brand values. This not only improves conversions but also helps differentiate your listings from generic competitors.

The Role of Advertising

Running ads on Amazon can be one of the fastest ways to gain visibility. Sponsored Products allow your listings to appear at the top of search results. Sponsored Brands help reinforce your business identity with banners and logos.

Used strategically, Amazon ads can support organic ranking growth by driving initial traffic and conversions, which the algorithm rewards.

Integrating Amazon with Your Broader Strategy

Amazon shouldn’t replace your own ecommerce website but rather complement it. Selling on both Shopify and Amazon allows you to capture customers from different points in their buying journey.

For example, shoppers may first discover your brand on Amazon and later visit your website to learn more or purchase directly. Maintaining both channels gives you flexibility, data, and control over long-term customer relationships.

You can also use Amazon data to refine your product descriptions, pricing strategies, and SEO campaigns across your own site.

Common Challenges of Selling on Amazon

1. High competition and price wars in popular categories.

2. Limited design control over your product pages.

3. Strict policies that can lead to account suspensions if not followed.

4. Difficulty in capturing direct customer data since Amazon owns the relationship.

Despite these challenges, many businesses find the benefits far outweigh the risks, especially when Amazon is treated as part of a multi-channel approach.

Expert Tips for Success on Amazon

• Optimise every listing with clear, keyword-driven titles and high-quality images.

• Use FBA for better visibility and logistics management.

• Encourage genuine reviews through excellent customer service.

• Test different ad formats to discover which deliver the best ROI.

• Monitor analytics regularly to identify trends and adjust pricing.

• Keep branding consistent across all online platforms.

Why Amazon Still Matters in 2025

Even as social commerce and other marketplaces grow, Amazon remains central to online retail. Its continued investment in AI-driven search, fulfilment infrastructure, and advertising tools makes it a key player in ecommerce growth.

For UK businesses, selling on Amazon can provide stability, exposure, and scalability in an increasingly competitive online environment. It also serves as a valuable testing ground for new products before committing to full-scale web launches.

Final Thoughts

Selling on Amazon gives businesses instant access to a vast audience, trusted logistics, and advanced marketing tools. It can accelerate growth, strengthen brand recognition, and provide valuable market data.

Success depends on preparation, consistent optimisation, and a clear understanding of how Amazon’s ecosystem works. By combining strong branding, smart pricing, and effective Amazon SEO, you can turn the platform into a major driver of long-term ecommerce success.

We have also written in depth articles on What to Sell on Amazon and How pricing impacts rankings in Amazon search results as well as our Amazon Hub to give you further guidance.