Five years ago, I wrote about a few brands that made the bold decision to stay away from selling on Amazon. Back then, it seemed like a major move, as Amazon was growing quickly and becoming the go-to place for shoppers. These brands didn’t want to lose control over their image or their customer experience by selling on a platform that is so big and sometimes known for cheaper prices and high competition.
Now, five years later, I wanted to check back in and see where those brands are today. Have they changed their approach? Are they still staying away from Amazon, or have they joined the marketplace? Here’s an update on the five brands I covered back then and what we can learn from their journeys.
1. Care/Of (Vitamins and Supplements)
What Happened?
Care/Of is a personalized vitamin brand that didn’t want to sell on Amazon five years ago. They wanted to offer a unique, custom experience for their customers, which they felt Amazon couldn’t provide. But now, Care/Of is selling on Amazon.
Why the Change?
Care/Of realized that many people search for health and wellness products on Amazon, and it was a way to reach more customers. While it might affect their margins (they’d likely make less per sale), it gives them access to a massive audience and makes it easier for people to find their products.
2. Madison Reed (Home Hair Color)
What Happened?
Madison Reed, which offers home hair color products, also stayed away from Amazon. They wanted to keep control over how their products were sold and make sure customers had a great experience. But today, Madison Reed is selling on Amazon too.
Why the Change?
Madison Reed probably realized that even beauty products need to be where customers are already shopping. Amazon is convenient, and people are more likely to buy products they know and trust if they can find them easily. By joining Amazon, Madison Reed can grow their brand and reach more people who might not have heard of them otherwise.
3. Glossier (Beauty Products)
What Happened?
Glossier is a super-popular beauty brand that’s grown a lot thanks to social media. They’ve always been very careful about how their products are sold and preferred to avoid Amazon. But while they aren’t selling on Amazon directly, their products are available from third-party sellers on the platform.
Why the Change (Or Lack of Change)?
Glossier still hasn’t sold directly on Amazon. They like keeping control over how their products are presented, so they stick with their own website and stores. However, people are still finding Glossier products through other sellers on Amazon. This shows how hard it is for any brand to completely avoid Amazon—whether they sell directly or not, people are looking for their products there.
4. BIRKENSTOCK (Footwear)
What Happened?
BIRKENSTOCK, the popular sandal brand, was also avoiding Amazon five years ago. They didn’t want their brand to be watered down by lower prices or counterfeit products. Like Glossier, they still don’t sell directly on Amazon, but third-party sellers are offering BIRKENSTOCK products.
Why the Change (Or Lack of Change)?
BIRKENSTOCK’s strategy is all about maintaining brand exclusivity. They want to keep control over their brand image and how their products are sold, so they haven’t joined Amazon. They’re still popular without selling there, but it’s clear that their products are still on the platform through resellers.
5. Truman’s (Eco-Friendly Cleaning Products)
What Happened?
Truman’s, a home cleaning brand focused on eco-friendly products, decided to stay away from Amazon, but sadly, the brand went out of business in 2020. They couldn’t keep up in the crowded cleaning market, and their refusal to sell on Amazon may have hurt their chances of reaching more customers.
Why the Failure?
By not being available on Amazon, Truman’s missed out on a huge opportunity. Many people today go to Amazon for household products because it’s convenient, and Truman’s wasn’t where customers were looking. This decision likely played a role in their inability to scale and compete with other brands.
What We Can Learn From These Brands
So, what can we take away from these five brands and their journey with Amazon? Here are some key lessons:
1. Amazon is Hard to Ignore
Over the past five years, more and more brands have realized that Amazon is just too big to ignore. If you want to reach as many customers as possible, being on Amazon can help. Whether you’re a big brand like Care/Of or Madison Reed, or a smaller one like Truman’s, Amazon’s vast audience makes it a platform that brands can’t overlook.
2. Maintaining Brand Control is Important
Brands like Glossier and BIRKENSTOCK have stayed away from selling directly on Amazon because they value control over their image and the customer experience. They want to make sure their products are presented in a way that reflects their brand. But even these companies are affected by Amazon’s power, as third-party sellers offer their products on the platform.
3. Being Where Your Customers Are Matters
One thing that’s clear from these brands is that customers want convenience. People are shopping on Amazon for everything, and it’s no longer just about brand loyalty—it’s about being where customers are shopping. Brands that can find a balance between maintaining control and reaching customers where they already are are the ones most likely to succeed.
4. Missed Opportunities Can Be Costly
For Truman’s, the decision to avoid Amazon likely hurt them in the long run. They didn’t get the exposure they needed, and as a result, they couldn’t compete with bigger brands. In today’s world, if you aren’t on Amazon, you might be missing out on a lot of potential customers.
Are Any Brands Still Avoiding Amazon?
Yes, there are still some brands that avoid Amazon. Luxury brands like Rolex or Chanel stick to exclusive retail channels and do not sell on Amazon. They prefer to keep their products in select stores or their own websites to maintain an air of exclusivity. But even these brands may one day have to rethink their stance as consumer habits continue to evolve.
Conclusion: The Future of Brands and Amazon
The big takeaway from all of this is that brands are increasingly realizing they need to be where their customers are—and today, that often means Amazon. While some brands, like Glossier and BIRKENSTOCK, are holding strong to their own platforms, others, like Care/Of and Madison Reed, have embraced Amazon as a way to grow their customer base.
The world is changing fast, and customers expect convenience. If brands want to stay competitive, they may need to reconsider their approach to Amazon and other platforms. The question isn’t whether to sell on Amazon—it’s how to do it in a way that still feels true to the brand.
So, if you’re a brand trying to decide whether to sell on Amazon, ask yourself: Where are your customers shopping, and how can you meet them there? The answer is likely to be on Amazon.
