Amazon dependency is a real risk for growing brands. Here's how to think about diversifying without spreading yourself too thin.
Plenty of sellers who are comfortably profitable on Amazon still get nervous about how much of their business depends on one platform. Expanding to other channels is smart risk management, but only once the timing is right.
Walmart's audience skews value-conscious. Walmart Connect has fewer automated tools than Amazon Ads, so campaigns need more manual management. Fulfillment can go through WFS or be handled directly.
TikTok Shop is a discovery-driven, content-first channel, success depends much more on video content and creator partnerships than search-based advertising.
These work best for driving traffic to your own site or building brand awareness that lifts sales across every marketplace, including Amazon.
For CPG and convenience-adjacent products, these channels put your product in front of high-intent shoppers, but require tighter fulfillment coordination.
Don't launch on three new channels at once. Pick the one that best matches your product and audience, get it profitable, then add the next one.