Should You Sell on Amazon? A Reality Check for Handmade Brands
- Cheri Tracy
- Feb 5
- 3 min read
Does selling on Amazon hurt your wholesale business, or is it a growth opportunity?
Q: I have a dilemma and would love some advice from boutiques. For years, I refused to sell my product on Amazon because I heard it hurts boutique businesses. But now, I need the sales. I feel silly because, after years of promoting that I was NOT on Amazon, I’m starting to think boutiques don’t care. I sell well on Faire (at a 50% wholesale discount), but I wonder if I got bad advice. Should I finally sell on Amazon?
A: This is a question so many handmade sellers wrestle with, and I completely understand your hesitation. You've built your brand around not being on Amazon, and now it feels like you're undoing years of positioning. But here’s the thing—boutiques don’t dictate your business strategy. You do.
For a long time, I resisted Amazon because I thought it would damage my wholesale relationships. I worried that boutiques would stop carrying my products. But when I finally tested it, I learned a few key things:
Most boutiques don’t care as much as you think. They care about product quality, pricing, and the relationship with the brand—not necessarily where else you sell.
Amazon increased my brand visibility. Instead of hurting wholesale, it actually helped. More retailers found me, and my credibility grew.
Amazon gave me cash flow stability. Unlike wholesale, where orders fluctuate, Amazon provided consistent, direct-to-consumer sales that balanced out slow seasons.
Q: But won’t Amazon undercut my boutique pricing?
A: Not if you do it right. You can:
Set your Amazon prices higher than your wholesale pricing structure so you don't compete with boutiques.
Offer exclusive products to boutiques that aren’t available on Amazon.
Control distribution by keeping a close eye on who is reselling your products.
The key is to use Amazon as a tool, not as a replacement for wholesale.
Q: Will boutiques stop ordering from me if I sell on Amazon?
A: If a boutique’s only reason for carrying your products was that you weren’t on Amazon, then they were never a solid wholesale partner to begin with. Most retailers stock your product because it sells well and aligns with their store.
That said, you can still maintain strong wholesale relationships by:
Communicating with your retailers. Let them know you are expanding, not abandoning them.
Providing them with incentives. Offer special wholesale bundles, exclusive scents or colors, or lower MOQs to keep them engaged.
Showing them the benefits. A stronger brand presence on Amazon can drive more customers to look for your products in stores.
Q: What if I regret it?
A: The best part? You’re not locked in. You can test Amazon without fully committing.
Start with a limited number of SKUs and see how it performs.
Sell on Amazon Handmade instead of traditional FBA to maintain more control.
Set clear pricing and branding strategies to protect your wholesale relationships.
At the end of the day, you have to do what’s best for your business. If Amazon helps you grow, stabilize cash flow, and reach new customers, then it’s worth considering. Don’t let outdated advice—or fear—hold you back.
What are your thoughts on selling on Amazon? Have you tested it, or are you still on the fence? Let’s discuss in the comments.
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