Stop Sitting on the Gator: Up Your SEO or Amazon Will Eat You

Gator which is like Amazon.

In Florida’s wetlands, storks, herons and other birds nest in trees above gator-infested waters. They do this for protection against predators like racoons that will eat their eggs. But this protection isn’t free — the birds sometimes become food for the alligators. And that food is one or more of their sacrificed chicks.

More than 1 million small and medium-sized businesses rely on Amazon to sell their stuff. The 2020 Amazon SMB Impact Report shows that American SMBs sold more than 3.4 billion products on Amazon, up from 2.7 billion year-over-year. For many, Amazon represents a platform to get more reach and more sales.

But at what cost?

Amazon: A Symbiotic Relationship for Sellers?

There’s no doubt: Amazon is a savvy business. It makes smart moves — moves that have built its market value to more than $1 trillion. Many would argue that Amazon operates in a “take no prisoners” manner. After all, market domination is its goal.

In Amazon’s 1997 letter to shareholders (the year it went public), Jeff Bezos stated that creating long-term value would be “a direct result of our ability to extend and solidify our current market leadership position. The stronger our market leadership, the more powerful our economic model. Market leadership can translate directly to higher revenue, higher profitability, greater capital velocity, and correspondingly stronger returns on invested capital.”

Since then, Amazon has consistently made moves to position it as the market leader. And some may say not always ethically. Remember the battle between and Amazon that ultimately ended in the demise of

Yes, over the years, Amazon has made strategic acquisitions — Zappos and Whole Foods among them — proving that if you can’t beat ‘em, own ‘em.

There are, of course, inherent risks that come with selling on Amazon, including having to abide by my-way-or-the-highway rules, including packaging requirements and monitoring where and how you sell elsewhere. Many businesses believe that they cannot survive without at least a portion of their business on Amazon.

Amazon affiliates have also relied on the marketplace to make money off products that it sells. But that’s not a stable model, either. In April 2020, affiliate commissions were cut — drastically in some cases — hurting the bottom line of many affiliates but no doubt boosting Amazon’s.

Businesses that put the majority of their efforts into Amazon while neglecting to bolster their brand and products elsewhere online are setting themselves up for failure. We only need to look to Amazon’s previous strategies to predict what the future may hold.

Analysts are already forecasting the next businesses that Amazon could destroy. And let’s not forget that Amazon is promoting its own private-label brands right alongside competitor products as those products are being added to a shopping cart.

While some bigger retailers are walking away from Amazon, that may not hurt Amazon in the long run. It certainly doesn’t stop third-party sellers from selling their products in the marketplace.

Amazon promises to invest in its sellers, but how much can you trust it won’t eventually eat you alive?

How to Wrestle the Gator

Here’s another question: What would happen today if you could no longer sell on Amazon? Would you have any visibility in the search results? For every success story on Amazon, there is a story of how Amazon killed a revenue stream:

Comment about Amazon killing a gourmet food business.
Comment on my LinkedIn update about relying on Amazon to sell

Businesses that sell on Amazon need to stop sitting on the gator. That doesn’t mean stop selling on Amazon. It means step up your digital marketing game so that you’re prepared for the worst.

By embracing Amazon, we gave them popularity, reach, links and rankings — and all the power that comes with it. And they now can use that power to dominate to the point of not needing us.

I am a big user of Amazon for products. I also see the future … Amazon has been eliminating resellers (aka competitors) for high margin products for a long time. Another step was to cut affiliate fees. Soon they will not want or need anyone except manufacturers. It is clear that this is not the end of it. Like a bird resting on the back of a gator … one day no more bird.

So start building your presence elsewhere. Have an ecommerce site that provides an excellent user experience. Get a strategic digital marketing program going with SEO and paid ads.

I recommend 5% to 10% of revenue be diverted to SEO right now. It may take a year or more before you start seeing significant results. But do it anyway.

Will you beat Amazon? No.

It’s a hard fact of life that Amazon will almost always outrank you in the search results. If you start now, however, you will be better positioned to survive if and when Amazon makes a decision that means it’s no longer a viable revenue stream for your business.

Bruce Clay is founder and president of Bruce Clay, Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn and other social networks from Bruce's author page.
Comments (11)
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11 Replies to “Stop Sitting on the Gator: Up Your SEO or Amazon Will Eat You”

Thanks for helping me out with this informational content. keep posting such good to read contents.

Your points are absolutely correct. It is not a wise idea to rely solely on Amazon to get sales for an e-commerce business. As this could limit the branding for a business. Because a small business that sells on amazon won’t actually own that platform. It is a much better idea to set up our own e-commerce platform and try to get quality traffic through SEO and PPC. This would get more revenue & sales for the business in the future.

Great post Bruce, definitely agree solid branding is the only way to survive long-term.

Thank you, Bruce, for an excellent article on the value and importance of any business using SEO for long-term success and not relying on Amazon. It’s not a question of “if” Amazon would cut your revenue stream; it’s just a matter of “when.”

As a Digital Marketing Manager,your article is very interesting and informative.It really helped me to update my skills.Thanks a lot.

I am thinking to start a website and I found this content very helpful. Thank you for sharing.

Insightful article. As things are going currently, Amazon is well set to stay on the top well into the future.

You have to do SEO promotion for your website regularly to maintain current position as well as grow up.

I have an Income Tax website. I do local SEO. Website design and content is extremely important for your ranking. There are many factors involved with this. I am focusing on design for my Income Tax business website to be more SEO friendly. Having the correct website design is extremely important.

Owner CEL Financial Services
IRS Registered Tax Preparer
Registered bonded California CTEC Tax Preparer

Great explanation of why it’s important to grow your own brand along side of what you are doing on Amazon. You are setting your business up for failure if you rely totally on Amazon for sales and exposure. Businesses can invest in a Digital Marketing Strategy for the long term that will increase the visibility of their brand across the web and protect themselves in case one income source goes down.

Another great post Bruce. Many who go all in on Amazon as their primary outlet for sales are dismayed at the costs and low profit margin. Couple that with an inability to compete with super cheap (and often second rate) Chinese products, will doom those sellers to failure in the long run as the profitability continues to erode over time.
What’s the answer?
Certainly a great E-Commerce system on your highly SEO’d website is critical to success. In addition, selling ‘loss leaders’ only on Amazon could allow for increased name recognition and drive larger, more premium sales on your own website. That is, if Jeff lets you do it.


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