If you are an Amazon FBA seller and regularly experience accounts being blocked or policies suddenly being changed, sooner or later you will think about your own online store. Many retailers ask themselves whether the store can be the big goal in order to grow more independently and profitably. In this article, I will show you first-hand when and how the step into your own online store really pays off and what you as a seller should consider beforehand. You will receive practical tips, honest experience reports and clear criteria for when the investment is worthwhile for you.
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The typical hope of many Amazon sellers: if business on Amazon is mediocre or delicate problems arise (such as account suspensions or price wars), their own store is seen as a way out. But the reality is different. An online store is not a "magic pill". Just because the listing on Amazon does not perform as well as desired, a store will not automatically do better.
Important prerequisites for a successful store strategy:
Please note: If your item on Amazon is not convincing, your own store usually leads to the same difficulties.
When is the Amazon FBA product search for store potential even worthwhile? If you are already achieving monthly sales of around 100,000 euros with less than 10 to 15 products, you have a real proof of concept. Your products are selling, customers are satisfied and the foundation for your own store has been laid.
Success factors at a glance:
| Criterion | Recommendation |
|---|---|
| Sales on Amazon | from approx. € 100,000 per month |
| Number of products | ideal: under 15 articles |
| Product reviews | predominantly positive |
| Purchase price/margin | Healthy ratio to sales price |
| Unit price per item | at least 25 to 30 € |
Tip: Even with lower sales (e.g. €20,000 to €40,000), the store can make sense if one or two items are absolute bestsellers.
With your own store, you not only increase your independence from Amazon, but also benefit indirectly on the marketplace. Many buyers google products they have found on Amazon and end up directly on your store. Conversely, store visitors who are still hesitant are often redirected to Amazon, where they end up buying.
In short:
Items that cost less than €20 are difficult to advertise profitably in your own store. The margins are too low to make long-term use of paid advertising via Google or Meta. A product price from €25 to €30 is advisable. With this, you can afford enough advertising budget and make real profits.
| Product price | Recommendation for your own store? | Reason |
|---|---|---|
| Under 20 € | No | Low margin, high advertising costs |
| 25 to 30 € | Yes | Solid margin, advertising costs can be covered |
| Over 30 € | Yes | Very good conditions |
Many sellers build their store themselves, for example with a one-pager or a quickly created design from Fiverr. However, these stores usually only work to a limited extent or appear serious to buyers. The store should be set up professionally right from the start. This saves time, money and nerves.
Essential store features:
A store is particularly convincing if the product not only works on Amazon, but also as a brand. It is not just pure sales that count, but above all a product that is bought repeatedly and offers a real solution.
Top criteria for bestsellers in your own online store:
Product inspiration from practice:
If you set up your store in a structured and planned way, you will have far fewer problems with conversion and traffic. It often makes sense to focus on organic traffic first, for example via Google and SEO, before trying out costly meta ads. Amazon will help you with onboarding, but you are responsible for everything for your own store: from tracking to support.
The decision to start your own online store as an Amazon Seller should be based on facts and experience. Without real product evidence and healthy margins, even the best store is of little use to you. However, if you achieve high sales with just a few products, know your target group and are prepared to invest in a stable foundation, your store can grow into a second mainstay, regardless of Amazon's whims.
If you are still unsure how to get started, a non-binding consultation can help. At onepercent.de, you'll get support with setting up your store and a sensible setup. For creative product photos, convincing listings and data-driven performance optimization, Stacvalley is the right address for you.
Put your strategy on several legs now, invest smartly and give the Amazon FBA product search a real future booster - maybe your store will soon be the missing piece of the puzzle for your sustainable success.
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