Marketplace vs Your Own Store: Where Should SEO Effort Go?
Amazon has the traffic. Your store has the margin. Here is how to split effort.
E-Commerce SEO
The honest tradeoff
Marketplaces bring existing buyer traffic with high purchase intent, but take commission, own the customer relationship, and can change rules unilaterally. Your own store keeps full margin and customer data but requires you to generate the demand.
How to split effort
Use marketplaces for discovery of products with existing category demand. Use your own store for brand building, higher-margin lines, subscription models, and customer retention.
What most brands get wrong
Treating both as the same optimisation problem. Marketplace ranking is driven by conversion rate and sales velocity. Your own store is driven by content, links, and technical health. The strategies barely overlap.
Key takeaways
- Marketplace ranking is driven by velocity; site ranking by authority
- Use marketplaces for discovery, your store for margin and retention
- The two optimisation strategies barely overlap
- Never copy-paste listings between them
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