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You want to build revenue and limit risk. Here you'll find clear decision-making support.
Includes calculation examples, a matrix for quick decisions, KPIs and a 30-60-90 day plan.
short version
- Start on Amazon if demand already exists, margins are solid, and you want to sell quickly.
- Start your own shop if you want to build a brand, own data, and repeat purchases are crucial.
- Pursue a two-pronged approach if you have the budget and processes for multichannel retailing. Use Amazon for reach. Use your online store for customer retention.
- Factor in fees, logistics costs and ads Clean through. Check margin after fees per SKU.
Amazon: Strengths and Threats
Power
- Reach, you meet existing demand.
- High willingness to buy, short distances to purchase.
- FBA takes away your warehouse space, Shipping and returns.
- Faster market entry, shorter start-up time.
Risks
- Fees, depending on the category, are usually between 8 and 15 percent, plus fulfillment and advertising.
- Strong competition on search engine results pages.
- Limited data sovereignty. You build few direct customer relationships.
- Rules and changes come from outside.
Official information about fees and plans can be found at Amazon.They change, so check them in detail and for each category before starting.
Own online shop: strengths and risks
Power
Risks
- You need to actively build your reach. Initially, orders will come through ads and partners.
- You wear technology, Legal textsPayment, shipping and support.
- You need clear tracking and a clean margin, otherwise you'll burn through your budget.
Decision matrix
| scenario | Suggestions | Grounds |
|---|---|---|
| SKU with high search demand and medium margin | Amazon first | You leverage reach. Quickly test pricing and images. Scale with ads and FBA. |
| Niche product with explanation | Shop first | You need space for content, comparison, and trust. Build SEO and email marketing. |
| Personalized products | Shop first | You can better control the configurator, delivery times and service in your own shop. |
| Low margin | Shop or B2B | Fees reduce your profit margin. You need direct sales or volume discounts. |
| Subscription model or repurchases | Shop with CRM | You own data and increase CLV with email, SMS and loyalty program. |
| New brand with no reach | Hybrid | Amazon brings visibility. The shop builds brand and retention. |
Calculation example: make the margin tangible.
Assuming a gross retail price of €49,90, a purchase price of €16,00, packaging costs of €1,00, and shipping costs of €4,50.
Amazon
- Sales fee, usually 8 to 15 percent of the retail price per category.
- FBA, depending on size and weight.
- Ads, depending on the competition.
Example calculation. A 12 percent fee on €49,90 is €5,99. FBA: €4,30. Ads: €3,00 per order. Total variable costs: €13,29. Contribution margin before fixed costs: €49,90 minus €16,00 minus €1,00 minus €4,50 minus €13,29 equals €15,11.
Own shop
- Payment, approximately 1,5 to 3,0 percent plus a fixed component.
- Shipping 4,50. Packaging 1,00.
- Ads, initially higher, later decreasing through SEO and CRM.
Example calculation. Payment 1,50 percent and 0,35, equals 1,10. Ads 6,00 at the beginning. Contribution margin before fixed costs, 49,90 minus 16,00 minus 1,00 minus 4,50 minus 1,10 minus 6,00, equals 21,30.
The numbers are examples. Calculate with your exact values. Create a table for each SKU and decide based on that.
Logistics, which option is suitable?
- FBAYou store your goods with Amazon. Prime increases conversion rates. Returns are handled through Amazon. Check storage fees, long-term storage options, and size categories.
- FBMYou ship yourself or with 3PL. You retain more control. However, you are responsible for service and SLAs.
- Shop with 3PLConnect a fulfillment partner. Measure picking costs, shipping zones, and return rates.
Marketing and data
- Amazon. Focus on product pages, images, A+ Content, and ads. Win the search results for your keywords.
- Shop. Focus on content, UX, email, SEO, and retargeting. Collect opt-ins. Build lists.
- Track CAC per channel. Measure CLV. Lower the cost per order with bundles, upselling, and cross-selling.
UX and Checkout
A streamlined checkout process is crucial in your online store. Minimal fields, clear error messages, guest checkout, and common payment methods are essential. Test this on mobile devices. Reduce glitches at checkout. Eliminate unnecessary clicks. Test the order of fields and labels. This will improve your conversion rate.
Immerse yourself in current UX recommendations and studiesThey help you avoid common mistakes and achieve quick profits.
Legal basics in the shop
- Legal notice easily found.
- Privacy policy with current version. Pay attention to TDDDG and Consent.
- Terms and conditions, cancellation policy, shipping costs, prices including taxes and other information. Display them clearly.
Links to IHK guidelines can be found further down in the text.
KPIs that control you
| KPI | Target corridor | Important notes |
|---|---|---|
| Conversion Rate | Amazon: higher depending on the product. Shop: 1 to 3 percent as a starting value. | Optimize images, titles, trust, and payment methods. |
| ACOS or ROAS | Channel-dependent | Target keywords for profit, not just revenue. |
| CAC | Below contribution margin per order | Consider first-time purchases and repeat purchases. |
| CLV | At least three times the CAC | Increase your earnings with subscriptions, bundles, and email. |
| Return rate | Consider industry | Optimize size information, images, and expectation management. |
30-60-90 day plans
Amazon-first
- 0-30 daysMarket research, keywords, five competitor offers per SKU. Images, titles, bullet points, A+. Choose FBA or FBM. Start ads with a small budget.
- 31-60 daysScale winners. Stop losers. Improve images and pricing. Build a brand store. Collect customer questions and answer them visibly.
- 61-90 daysExpand your options. Plan a shop launch to retain loyal customers. Build an email list outside of Amazon, for example, via QR cards included in a package with a discount for your shop.
Shop-first
- 0-30 daysUX foundation. Product pages, checkout, payment methods, shipping rules. Legal texts. Tracking. Initial campaigns in search ads and social media.
- 31-60 daysContent plan: two articles per week. Lead magnet. Email automation, welcome series, and abandoned cart detection.
- 61-90 daysSEO clusters, internal linking. Retargeting. Testing Amazon as an additional acquisition channel for top sellers.
Hybrid, that's how you combine both
- Identical EANs and clean master data. This is how you keep prices and inventory levels synchronized.
- Implement a clear pricing policy. Adhere to a minimum price.
- Use the content and guides in the shop. Include references in the package instructions to the shop for accessories and subscriptions.
- Use Amazon for Discovery. Offer bundles, services, spare parts, and personalized options in your shop.
Common mistakes
- No SKU margin was calculated, only total revenue was considered.
- Product descriptions lacking in usefulness. Images without context. No answers to customer questions.
- No email capture in the shop. This means you're missing out on CLV.
- Legal aspects of the shop have been neglected. This costs money and time.
Your practice counts
Write in the comments. Which SKU performs better for you on Amazon? Which one in your shop? Briefly post your selling price, margin, and the biggest levers for improvement. Ask questions about your specific situation. I'll give you a concrete assessment and next steps.
📦 Amazon vs. 🏪 Own online shop
The ultimate decision guide: When which sales channel is worthwhile for you
What are the costs associated with Amazon FBA versus your own online shop?
15-45% fees
• Sales: 7-15%
• FBA: €2-6/item
Amazon: 15-45% fees (7-15% on sales, FBA €2-6/item, storage). Shop: One-time setup fee of €5-50k, monthly costs of €200-2000 (hosting, tools, marketing). Break-even point: Owning your own shop becomes worthwhile from €50k in annual revenue., including Amazon, which is usually cheaper.
📊 How do profit margins differ between Amazon and your own shop?
Amazon
10-15 €
Profit
Own shop
25-35 €
Profit
Amazon: Net margin 5-15% after all fees. Own shop: 20-40% margin possible. Example: €100 product: Amazon €10-15 profit, own shop €25-35. However: The shop needs its own marketing (10-20% of sales).
🎯 When should I start with Amazon and when should I open my own online store?
📦 Start with Amazon if:
- Standard products
- Budget <10k€
- Fast market entry
- Testing phase for products
🏪 Start with Shop if:
- Unique Products
- Budget >20k€
- Brand building is important
- B2B focus
Amazon: For standard products, small budget (<€10k), quick market entry, and a test phase. Own shop: For unique products, brand building, and customer loyalty; budget >€20k; B2B focus. Optimal: Multichannel from €100k annual revenue.
🎮 How much control do I have over customers and branding?
❌ Amazon Limits:
- No customer data
- No email marketing
- Limited branding
- price pressure
✅ Shop Freedom:
- 100% customer data
- Full CI/CD control
- Own pricing
- Storytelling possible
Amazon: No customer data, no email marketing, limited branding, price pressure. Your own shop: 100% customer data, full CI/CD control, your own pricing, storytelling possible. Customer lifetime value: Shop value 3x higher through remarketing.
⏱️ What time commitment is realistic for Amazon vs. a shop?
Amazon
After 6 months: 5-10 hours/week
Shop
After 6 months: 15-25 hours/week
Amazon: 10-20 hours/week (listing optimization, PPC, warehousing). Shop: 30-50 hours/week initially (content, SEO, support, marketing). After 6 months: Amazon 5-10 hours, shop 15-25 hours. Automation: Shop scales better in the long term.
🚀 How quickly can I expect to see sales?
1-2 weeks
3-6 MB
3-6 MB
6-12 MB
Amazon: First sales possible after 1-2 weeks, profitable after 3-6 months. Own shop: 3-6 months until first organic sales, 6-12 months until profitable. With ads: Shop for 1-2 months, but higher costs.
⚖️ What are the legal differences?
📦 Amazon
⚠️ Account suspension is imminent
✅ Reduced liability (FBA)
🏪 Shop
⚠️ Legal notice/Terms and conditions/Cancellation policy
✅ No platform dependency
Amazon: Strict guidelines, account suspension threatened, less liability with FBA. Shop: Full responsibility for GDPRLegal notice, terms and conditions, cancellation policy. But: No platform dependency, no loss of control. The risk of receiving a cease-and-desist letter is the same for both.
🔄 Can I run Amazon and my own shop simultaneously?
✅ YES! Multichannel strategy
for range
for margin
Yes! Multichannel is ideal for sales of €100k and above. Synergy: Amazon for reach, your own shop for margin. Tools: Billbee, Plentymarkets (from €100/month). Note: Different pricing is possible, but pay attention to the Buy Box. 65% of top sellers use both channels.
📦 Which products are suitable for which channel?
- mass-produced goods
- Popular brands
- Prime-relevant
- Price comparison products
- Under €200
- Requiring explanation
- Handmade/Custom
- High-priced (>€200)
- Niche community
- Subscription models/B2B
Amazon: Mass-market goods, well-known brands, Prime-eligible products (fast shipping), price comparison products. Shop: Products requiring explanation, handmade/custom, high-priced (>€200), niche products with a community, subscription models, B2B.
📈 How will the channels develop in the long term (3-5 years)?
Amazon
Growth flattens out
500k-1M€
Declining margins
Shop
Exponentially possible
Value: 2-4x revenue
Exit option
Amazon: Growth flattens at €500k-€1M, increased competition, declining margins. Shop: Exponential growth possible, company valuation 2-4 times annual revenue, exit option. Statistics: 78% of successful shops expand internationally, only 23% of Amazon sellers.
🎯 Your decision-making aid
📦 Start with Amazon if:
- Budget under €10.000
- Quick first sales are important.
- Standard products without a USP
- No time for marketing
- Testing phase for new products
🏪 Start with Shop if:
- Budget over €20.000
- Brand building is a priority
- Unique/Custom Products
- Customer data is important
- Long-term business goal
Please note that all information is provided without guarantee. Check current fees and laws before making your decision. This article provides a basis for your calculations and planning.
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We generate €2.3 million in annual revenue, of which:
– 60% Own shop
-25% Amazon
– 15% eBay/other
Development over 5 years – initially 90% Amazon! The transition is a marathon, not a sprint. But it's worth it. Company value has tripled because we are no longer dependent on Amazon.
Ladies, let's be clear: Amazon is a boys' club! The entire user experience is designed for men – fast, functional, emotionless. Totally unsuitable for our target group (women aged 25-45)!
Our shop: Storytelling, emotional images, lifestyle content, community forum. Conversion rate 3x higher than on Amazon!
Know your target audience!
10 years of e-commerce experience, here's my framework:
Product €100: Own shop (margin justifies marketing costs)
Standard product: Amazon
Requires explanation: Own shop
Impulse product: Amazon
Consideration purchase: Own shop
It can be that simple! 😉
Supplement to the article: Remember the legal aspects!
Own shop = You are liable for EVERYTHING (data protection, cancellation policy, terms and conditions, legal notice, cookie banner, packaging law, etc.)
Amazon = They take care of many things
We received three cease-and-desist letters in the first year (costing €5000). That kind of thing doesn't happen on Amazon. Just saying…
A little reality check for all those who believe that 'owning your own shop is better':
Have you ever tried ranking for 'Bluetooth headphones'? Good luck competing against MediaMarkt, Amazon, and the like! SEO It takes YEARS and costs tens of thousands. Google ads€3 per click minimum.
With a good product and reviews, you can rank well on Amazon in weeks. Sure, it costs money, but the visibility is priceless.
Having your own online store is only worthwhile with a unique selling proposition (USP) or a loyal community. For run-of-the-mill products, Amazon is the only option.
I've been an Amazon seller here since 2018. What many people don't know: Amazon can suspend your account ANYTIME. For no reason. It happens every day! Then all your funds are frozen. It can take months before you can access them.
This happened to us twice. Once because of supposedly fake reviews (which we never bought), and once because of 'suspected manipulation' (whatever that means).
Since then: 70% own shop, 30% Amazon. I sleep better!
Figures from our business (dietary supplements):
Amazon:
– 450k annual revenue
– 15% Amazon fees
– 8% PPC costs
– 5% FBA fees
– Net profit: 12%
Own shop:
– 220k annual revenue
– 3% payment fees
– 18% marketing costs
– 8% Fulfillment
– Net profit: 21%
We earn a higher percentage in our shop, but a higher absolute amount on Amazon. Therefore: BOTH!
I sell vintage furniture (prices €200-€800 each). Amazon? Absolutely unsuitable! Customers want to see the story, the provenance, the restoration process. On Amazon, you're just an ASIN number.
My shop is my digital living room. Instagram integration, a blog about furniture history, a virtual showroom tour. Conversion rate: 4.2%!
But of course: Amazon is unbeatable for mass-produced goods. It just depends on your niche.
Unpopular Opinion: Amazon will be irrelevant for small retailers in 5 years. They'll only be pushing their own brands and big brands. Anyone who doesn't start building their own presence now will be out of the game by 2030.
Take a look at the Amazon Basics products – they copy successful sellers and undercut them. That's their strategy! First they lure you in, then they replace you.
My advice: Start your own shop NOW, even if it hurts. Better small and independent than big and dependent.
Real talk: Without €50-100k in start-up capital, forget about your own shop. Customer acquisition costs are brutal. We pay €45 per new customer! With an AOV of €80, there's nothing left. You only start making a profit after the third purchase.
Amazon isn't perfect, but at least it's predictable. 15% fees, that's it. No surprises.
Fascinating topic! We have a clear strategy:
– New products: Test them on Amazon first (low risk)
– Bestseller: Transfer to your own shop
– Slow-moving stock: Sell it on Amazon
This is how we minimize risk and maximize profit. It's worked perfectly for 3 years!
Here's a different perspective: We sell luxury handbags (€500-€2000). Amazon? NEVER! Our target audience doesn't shop there, and the presentation is abysmal. Our own shop with professional photos, storytelling, and exclusive customer service – that justifies the price.
Amazon only works for mass-market goods. As soon as you're in the premium or niche market, you need your own platform. Our conversion rate: Amazon 0.3%, our own shop 2.8%. With that kind of merchandise value, it makes a HUGE difference.
Tip: Take a look at your target audience. Millennials and Gen Z? They're increasingly buying directly from brands, not from Amazon. Sustainability, transparency, story – that's what counts today.
WARNING to all beginners! Amazon FBA sounds great ('Amazon does everything'), but the hidden costs will kill you:
– Storage fees (exploding in Q4!)
– Disposal fees for unsold goods
– Return shipping fees
– Labeling service
– Long-term storage fees
We now pay 23% of our revenue to Amazon. TWENTY-THREE PERCENT! Our own shop with Shopify: 2.9% + shipping costs. Do the math!
My experience after 8 years of e-commerce:
Phase 1 (0-100k annual revenue): ONLY Amazon. You need cash flow and experience.
Phase 2 (100-500k): Building Amazon + own shop in parallel
Phase 3 (500k+): Focus on own shop, Amazon as an additional channel
Starting directly with your own online store is just a waste of money. The market is brutal. Amazon at least gives you a chance if your product is good.
But beware: Amazon constantly changes its rules. Last month, our bestseller was blocked for no reason. Three weeks of no sales! That wouldn't happen in our own shop.
Pro tip: Use Amazon for market research! Which keywords work? What do customers want? This data is invaluable for your own shop.
Sorry, but the calculation in the article is too optimistic. Your own online store means: SEO agency (€2000/month), Google. ads (At least €3000), content marketing, email automation, returns management… It all adds up! With Amazon, you pay once and you're done. For us, with €50k in revenue per month, Amazon is still the better option.