I need help. Recently started a business, building a personal care brand. I have seen my competitors on amazon and wondering if it is a smart decision to get on there also or just focus on building my brand. Thoughts?

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Congratulations on getting started. Consider your brand image goals and inventory distribution process. Do competitors on Amazon have the brand image and reputation you want, or are you striving for something that would be better presented on your own custom website? Also, do you want to put your inventory in Amazon warehouses? Have you considered their fee structure and requirements?

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In 2021 I started a company and also considered the Amazon FBA process. The reviews for the warehouse service were not inspiring. A lot of damaged and lost inventory mentioned in online reviews. We went with a company called Shipbob and so far have no had any significant issues. My industry does not really love Amazon though and my competitors that sell on Amazon are generally seen as budget alternatives to higher end brands.

For you though there are a number of 3rd party fulfillment centers that integrate with Amazon. I’m not sure if you can have the prime designation without the FBA inventory. Take a look at this option.

I think the business part of the answer was largely covered by some good answers already in this post. The choice is financial and you would need specific study case in your industry to obtain KPI and actually do short and long term estimates of what this represents in costs and margin.

I'm gonna add the market input : it changes drastically your entire sales approach and marketing strategy, not to mention product image. It really works entirely different (I worked closely with a client that made the transition). There no good and right answer.

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