Amazon Is Not Your Business Plan: Why Omnichannel Selling Wins Every Time | EP. 199

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Is Amazon building your business—or are you building Amazon’s? In this 199th episode of The E-Comm Show, Andrew flips the mic on himself to share why he’s spent years warning brands about Amazon dependency—and how omnichannel diversification is the real path to resilience.

From early experiences in his dad’s e-comm business to agency days running dozens of Amazon accounts, Andrew has seen first-hand what happens when a brand bets too heavily on one platform. He breaks down the risks of Amazon reliance, why operational efficiency is secretly a branding tool, and how Buy with Prime + DSP is rewriting the playbook.
This is part war story, part wake-up call, and part practical guide to building a brand that thrives on AND off Amazon.

Chapters:
0:00 Intro
4:38 Why Amazon Is a Customer Acquisition Channel
9:16 How Off-Amazon Ads Drive Amazon Sales
13:54 Shopper Psychology Across Channels
18:33 Buy with Prime & DSP Unlock Omnichannel Targeting
23:11 Why Diversification Increases Brand Valuation
27:49 The 3 Metrics Operators Must Watch

What You’ll Learn:
- Why Amazon should be treated as a customer acquisition channel, not your entire revenue model
- How off-Amazon advertising secretly drives Amazon sales (and vice versa)
- The psychology of today’s shoppers—why they bounce between website, Amazon, email, and Google before buying
- How Buy with Prime and DSP unlock a new era of omnichannel targeting
- Why diversification doubles your brand’s valuation potential
- The three metrics every e-comm operator should watch to avoid getting squeezed out by rising fees and competition

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