Introduction:

Many brands today sell both on Amazon and through their own Direct-to-Consumer (D2C) websites. But instead of working together, these two channels often compete. In this blog, we’ll break down how to create a hybrid growth strategy that helps both your Amazon and D2C sales grow in sync – not at the expense of each other.

 The Benefits of a Hybrid Amazon + D2C Model

Selling on both platforms allows you to:

• Reach massive Amazon traffic while owning the customer data on your D2C.

• Use D2C for retention and Amazon for acquisition.

• Reduce dependency on a single sales channel.

But to succeed, you need a unified approach to pricing, messaging, advertising, and fulfilment.

 Step 1: Define the Role of Each Channel

Pro Tip: Don’t treat both channels the same. Use Amazon to win trust fast and your website to build long-term loyalty.

 Step 2: Align Branding Across Channels

Consistency is key. Your packaging, product pages, and tone should feel like part of the same brand family.

• Use the same logos, fonts, and colours.

• Sync product images and value propositions.

• Match storytelling and product benefits on both platforms.

This builds customer confidence and recognition.

 Step 3: Use Amazon Ads to Fuel D2C Sales (Without Violating TOS)

While you can’t directly drive Amazon ads to your website, you can still:

• Use Meta ads and Google Shopping to retarget people who clicked on Amazon listings.

• Build custom audiences from your Amazon customers (post-purchase inserts).

• Track branded search growth on Google and use it for your own SEO.

 Tools like PixelMe and Northbeam help you attribute traffic across platforms.

 Step 4: Sync Offers & Promotions (Strategically)

Don’t offer exactly the same thing everywhere. Use pricing and bundling to differentiate:

This allows price flexibility without creating customer confusion.

 Step 5: Unify Fulfillment & Inventory Management

To avoid overselling or running out of stock:

• Use an OMS (Order Management System) like ShipBob, EasyEcom, or Zoho.

• Sync inventory between Amazon FBA and your D2C warehouse.

• Consider MFC (Multi-channel Fulfilment) with Amazon if you’re not using a 3PL.

 Step 6: Retarget Amazon Customers Through D2C

You can’t email Amazon buyers directly – but you can:

• Use product inserts to guide them to your website (with a QR code or offer).

• Offer a warranty registration, free ebook, or discount code on your D2C store.

• Launch a loyalty or rewards programme via your website.

This builds your customer database over time.

 Step 7: Analyze Performance by Channel

Use KPIs tailored to each platform:

Syncing these insights helps you allocate ad budget better and refine cross-channel messaging.

 Bonus: Funnel Example for Amazon → D2C Flow

1. Discover on Amazon →
Run Sponsored Product/Brand ads → Customer buys

2. Get insert in packaging →
QR code for bonus content/warranty on your website

3. Nurture via email/SMS →
Send product education, upsell emails, offer bundles

4. Build loyalty →
Exclusive discounts, subscription model, reviews request

 Tools to Enable This Strategy

• eCommerce Campaign Builder – Optimize ads by SKU/channel

• Klaviyo / Mailchimp – D2C email flows

• ReCart / Tidio – Website retargeting and chat

• Shopify + Amazon App – Sync sales & listings

Conclusion:

A successful hybrid Amazon + D2C strategy requires clear role definitions, coordinated branding, and smart customer redirection. Instead of choosing one, smart brands build a system where both channels feed each other.

Ready to optimise your Amazon-D2C hybrid growth? Use eCommercean’s automation tools to drive traffic, analyse data, and scale smarter.