For most brands, this isn't an either/or decision — the question is how to sequence and balance investment across both channels.
Amazon customers are often already in purchase mode, searching with high intent; your own Shopify store gives you more control over brand experience and customer relationship, but generally requires more marketing investment to drive traffic.
Amazon's fees affect margin differently than a direct-to-consumer store — factor this into pricing and channel strategy rather than assuming identical economics across both.
Your own Shopify store gives full control over customer experience and direct access to customer data for retention marketing; Amazon limits both in exchange for its built-in traffic and trust.
Yes, this is standard practice — many successful brands run both channels simultaneously, using each for what it does best.
It depends on capital and goals — Amazon can provide faster initial sales velocity, while a direct site builds long-term brand and customer relationship value.
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