08/28/2026
3 Common Misconceptions Amazon Sellers Have About Retail
“What are the most common misconceptions Amazon product sellers have about retail?”
It’s a great question. I'll shared three that I see over and over again:
1. Retail is easy.
Amazon sellers, especially those generating tens or hundreds of millions of dollars in annual sales sometimes assume they can launch in-store with major retailers like Walmart or Best Buy almost overnight.
The reality? It doesn’t work that way.
Most large brick-and-mortar retailers want to see how your product performs online first. They want to evaluate sales, conversion, customer reviews, returns, and other metrics before committing valuable in-store real estate.
And even when you do get into stores, you typically start with a limited rollout and earn your way into hundreds or thousands of locations.
Retail is a process, not an overnight event.
2. Retailers will do my marketing for me.
This is another big misconception.
Some Amazon sellers think that once a major retailer carries their product, whether online or in-store, their job of promoting the brand is done.
Wrong. It’s just begun.
Retail buyers may manage tens or even hundreds of vendors. Their job is to manage the category and assortment, not to build your brand for you.
Remember what you did when you were first building your Amazon business: running promotions, managing PPC, generating customer reviews, optimizing your listings, and constantly working to improve your sales.
I call this “basic blocking and tackling.”
Those activities don't stop when you land a major retailer. They continue and there are even more marketing opportunities and responsibilities to manage.
3. Amazon will always have the lowest price.
This is probably the biggest misconception and one of my biggest pet peeves with Amazon sellers.
I understand that Amazon may be the “golden goose” driving a majority of your sales and marketing investment. But that doesn’t mean you can neglect your retail partners.
Too often, I see brands selling the exact same product for less on Amazon than on a major retailer’s website.
I tell brands:
“You’re competing against yourself on a different platform.”
Why would a retailer want to invest in carrying your product if consumers can simply go to Amazon and buy it for less?
Your retail strategy needs to complement your Amazon business — not undermine it.
Hopefully, these three misconceptions help you think differently about your retail strategy.
If you're looking to launch your brand with major retailers in 2027 to complement, not compete with your Amazon business, we'd be happy to help. Reach out to learn more about how Retailbound can help you make the transition from Amazon to retail. Click the link below to get started
https://retailbound.com/contact/
