Amazon changed the game. But it didn’t change the rules to benefit you—it changed them to benefit Amazon.
If your business depends too heavily on their platform, you’re not running a brand. You’re playing someone else’s game. And when that game changes—as it always does—you lose control.
The Truth About the Amazon Monopoly
Amazon isn’t just a marketplace. It’s a monopoly in everything but name.
Here’s how it works:
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They own the customer relationship
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They decide who shows up in search
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They use your data to compete against you
You're not building equity. You're renting attention—and paying for the privilege.
Sellers are constantly told to fix their listings, buy more PPC, and chase reviews. But those tactics don’t fix the real issue: Amazon owns the levers. You don’t.
How I Escaped the Amazon Trap
When I ran NewAir, we sold on Amazon. But we never let Amazon control the business.
Here’s what we did differently:
1. Built Our Own D2C Channel
We invested in our own website, brand, and customer list. That gave us ownership over the relationship—and the data.
2. Diversified Sales Channels
We partnered with Home Depot, Best Buy, and other retailers. That diversification gave us leverage and resilience.
3. Focused on Long-Term Control
Every move we made was about building independence. No platform—especially not Amazon—would dictate our future.
That strategy helped us scale, build a strong leadership team, and exit to private equity on our terms.
How to Break Free from the Amazon Monopoly
If you’re stuck relying on Amazon for most of your sales, here’s how to shift your strategy:
1. Own Your Customer Data
Amazon hoards data. You need to collect your own—emails, phone numbers, and purchase behavior—through your D2C website.
2. Build a Brand Amazon Can’t Copy
They can clone your product. They can’t clone your story, mission, or emotional connection with customers.
3. Diversify Your Revenue
Don’t let Amazon own more than 30% of your revenue. Explore wholesale, retail partnerships, and other online channels.
Take Back Control
Amazon is a powerful tool—but it’s not a foundation. It’s a middleman. And middlemen are never on your side.
If you're building a real business—one that can grow, scale, and sell—you need to take control.
That’s exactly what we did at NewAir. And now I help other CEOs and founders do the same.
Ready to own your future—not rent it?
Let’s build a strategy that puts you back in charge.
