The Beginning of the End for Amazon? Are Merchants Shifting Away from the E-commerce Giant?

A deep dive into the changing landscape of Amazon's relationship with independent merchants and what it means for the future of E-commerce

Several reports right after the pandemic predicted that Amazon would soon reach its peak and its market share among independent merchants would start to decline. It appears that this prediction is coming to fruition. For the first time ever, the percentage of merchants selling on Amazon – and the percentage of total sales via the platform – have shown a minor decline. This raises several questions about the future of Amazon and its relationship with independent merchants. In this article, we will explore the reasons behind this decline, the performance of off-Amazon brands, and the possible implications for the eCommerce industry as a whole.

The Amazon Decline: Unraveling the Numbers

For the first time in its history, Amazon has witnessed a decrease in the percentage of brands selling on its platform, dropping from 55.8% to 53.0%. This decline, albeit small, signifies a potential shift in the perception of Amazon as the go-to marketplace for independent merchants. While Amazon is not going anywhere, it seems that the platform has reached an inflection point, with future-minded business owners exploring alternative avenues for their E-commerce ventures.

Off-Amazon Brands Outperforming their Amazon Counterparts

Interestingly, brands that operate off the Amazon platform appear to be outperforming their counterparts who sell exclusively on Amazon in key performance metrics, including revenue growth, income growth, and net margins. This suggests that independent merchants who prioritize branding, storytelling, unique products, and simplicity might find better success outside of the Amazon ecosystem.

Amazon's Relationship with Independent Merchants: A Complex Affair

Despite the decline in the number of brands selling on Amazon, it remains an essential platform for many businesses. The vast majority of Amazon sellers (64%) in this study stated that they would continue selling on the platform despite the increasing challenges. Only 8% plan on leaving, indicating that while Amazon's allure may be waning, it remains a key player in the eCommerce landscape.

Amazon's relationship with independent merchants has always been complicated, with sellers grappling with issues such as lack of access to customer data, random suspensions, and competition from counterfeit products and even Amazon itself. This has led some business owners to reconsider their reliance on the platform and explore other options for growth.

The Global Perspective: Amazon's Expansion in Asia and Beyond

While Amazon may be experiencing a decline in market share among independent merchants in North America, the platform continues to grow in other parts of the world, particularly in Asia. This growth is driven by new merchants joining the platform and the increasing adoption of eCommerce in these regions. As a result, Amazon's overall influence in the global e-commerce landscape is unlikely to diminish anytime soon.

The Future of Amazon and Independent Merchants: What Lies Ahead?

Although Amazon is slowly losing its grip on independent Western merchants, it remains an essential platform for many businesses. The platform's unparalleled reach and infrastructure make it an attractive option for sellers, despite the challenges associated with selling on Amazon.

However, the decline in the percentage of brands selling on Amazon suggests that independent merchants are increasingly prioritizing branding, storytelling, and unique product offerings, which can be better achieved off the platform and in independent online store fronts powered by easy to use platforms like Shopify, Woocommerce and others. As a result, we may see a gradual continuation of this trend in the coming years.

Key Takeaways and Strategies for Independent Merchants

For independent merchants, the changing landscape of Amazon presents both challenges and opportunities. While selling on Amazon remains a viable option for many businesses, it's essential to consider the potential benefits of diversifying sales channels and focusing on building a strong brand presence outside of the Amazon platform. In light of this trend, here are some key insights and strategies for e-commerce merchants today:

What Does This Mean for eCommerce Merchants Today?

The decline in Amazon's market share among independent merchants signals that businesses need to adapt and explore alternative sales channels. Merchants should focus on optimizing their online presence, leveraging the power of e-commerce video marketing for example and utilizing other tactics like personalized email marketing to develop strong bonds and relationships with customers. Personal touch is crucial but it's hard to achieve when you solely rely on the Amazon ecosystem which does not share much customer information with you. Independent store fronts powered by the likes of Shopify give you much more flexibility to manage your customer relationships in a more personalized and fruiful way. The best email marketing tactics for Shopify like sending personalized videos at scale or setting up automated flows will help you stay ahead of the curve. By incorporating generative AI and video text messaging, merchants can provide a unique and engaging customer experience, ultimately increasing click-through rates and conversions.

Lessons for eCommerce Brands on How to Migrate Out of Amazon

For merchants considering migrating away from Amazon, the process can be challenging but rewarding. Here are some lessons to help you successfully transition:

  • Develop a strong brand identity: Before leaving Amazon, ensure that you have established a solid brand identity that resonates with your target audience.
  • Optimize your website: Create a user-friendly, mobile-responsive website that showcases your products and provides an exceptional customer experience.
  • Diversify your marketing efforts: Leverage various marketing channels such as social media, content marketing, and email marketing to drive traffic to your website.
  • Offer exceptional customer service: Providing top-notch customer service is essential for building trust and fostering customer loyalty outside of Amazon.

Tactics You Can Use to Stand Out When Selling on Your Independent Website

To differentiate your independent website from competitors, consider the following tactics:

  • Utilize eCommerce video marketing: Create engaging product videos that showcase the unique features of your products, demonstrate how they work, and highlight customer testimonials.
  • Personalize the shopping experience: Use customer data and AI-driven tools to deliver personalized content and offers, enhancing the customer experience and increasing conversions.
  • Offer live chat support: Implement live chat support to provide real-time assistance to customers, resolving their queries and helping them make informed decisions.
  • Leverage user-generated content: Encourage customers to share their experiences with your products on social media or your website, building social proof and credibility.

Actions to Take Regarding This Trend

As the landscape of Amazon and eCommerce continues to evolve, merchants should take the following actions:

  • Assess your current position: Determine whether your business is heavily reliant on Amazon and consider diversifying your sales channels.
  • Stay informed: Keep up to date with industry trends and changes in consumer behavior, adjusting your strategies accordingly.
  • Invest in technology: Explore the potential of generative AI, video text messaging, and other emerging technologies to enhance your online presence and stay ahead of the competition.
  • Monitor your performance: Regularly evaluate your performance on and off Amazon, identifying areas for improvement and capitalizing on new opportunities.


The decline in Amazon's market share among independent merchants presents an opportunity for businesses to reassess their strategies and explore alternative sales channels. By focusing on branding, storytelling, and leveraging emerging technologies, merchants can create a unique online presence and thrive in the ever-changing world of eCommerce. With the right tactics and mindset, independent merchants can successfully navigate the shift away from Amazon and create a sustainable, future-proof eCommerce business.

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