Launching on Amazon without cannibalising DTC
A pragmatic framework for pricing, packaging, and channel guardrails when you take the marketplace leap.
Apr 202610 min readBy Ecommerce Consultant
The cannibalisation myth
Most brands overestimate DTC cannibalisation and underestimate the halo effect of Amazon presence on branded search.
But the risk is real for brands with a strong subscription program or a heavily discounted DTC funnel.
The packaging split
Ship a differentiated SKU or pack on Amazon whenever margin allows. It defuses direct price comparison and gives merchandising something to work with.
Key takeaways
- 01Halo on branded search usually outweighs DTC cannibalisation.
- 02Ship differentiated packs on Amazon whenever margin allows.
- 03Set explicit guardrails on price parity before you launch.
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Book a strategy call →Services that put this into practice
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