If you are selling online, I am sure this question has crossed your mind. Amazon can be a great channel to quickly expand your business, but it comes at a cost.
There is no on-size-fits-all answer to this question. The situation for every brand is different and the percentage of sales that should come from its own eCommerce site will also differ. Here, I cover how Direct-to-Customer (DTC) brands should think about this question vs. established brands.