5 Myths and Realities: Why Selling on Amazon Is Harder Than You Think

At first glance, Amazon seems like a dream come true for brands: low barriers to entry, millions of active shoppers, and a straightforward process for setting up a storefront. But beneath this simplicity lies an intricate ecosystem that’s far more challenging to navigate than most people realize.

For new brands, the most surprising revelation about Amazon is how truly unique it is. “Amazon’s ecosystem is massive and constantly evolving,” Janae Cox, Client Strategy for Digital Commerce at Bluebird explains. “Rules change frequently, and its flywheel is both expansive and complex. Without an experienced team backing you, it can quickly become overwhelming.”

Amazon operates on a unique set of rules and rewards that often catch new sellers off guard. Success on this platform isn’t just about listing your products—it’s about mastering the nuances of Amazon’s algorithm, building a strong reputation, and staying ahead of constant changes. Without the right expertise, it’s easy for brands to invest significant time and resources only to see underwhelming results.

Janae describes her role simply yet powerfully: “I make it easier for people to sell on Amazon.” Below, we explore her insights on launching, scaling, and succeeding on Amazon—insights that underscore why partnering with an experienced agency is essential.

Myths vs. Realities of Selling on Amazon

Myth 1: Selling on Amazon is "set it and forget it."

• Reality: Success requires constant monitoring and optimization. From managing ad campaigns to adjusting pricing and monitoring reviews, Amazon demands hands-on management.

Myth 2: If my product is great, it will sell itself.

• Reality: Even the best products need visibility. Amazon’s algorithm favors listings with high reviews, frequent sales, and ad investments, meaning you need a strategy to get noticed.

Myth 3: Amazon is easier than traditional retailers.

• Reality: While getting listed on Amazon is simpler, selling is much harder. The competition is fierce, and Amazon rewards sellers who can maintain strong performance metrics consistently.

Myth 4: Once I rank well, I’m set for good.

• Reality: Rankings can change overnight. Stockouts, poor reviews, or competitor activity can knock your product down the rankings, requiring constant vigilance and adaptability.

Myth 5: Amazon’s rules are straightforward and consistent.

• Reality: Amazon’s policies and algorithms change frequently. Staying compliant and effective means keeping up with updates and adapting your strategy on the fly.

The Amazon Ecosystem: Big, Complex, and Ever-Changing

Unlike retailers like Target or Walmart, where barriers to entry are high but the path to success is more straightforward once you’re in, Amazon flips the script. “It’s easier to get onto Amazon,” Janae says, “but far more challenging to sell effectively.” Amazon rewards listings with longevity, strong reviews, and ad investment, creating a steep climb for new products or brands trying to stand out. Without the right strategy, it’s easy to get lost in the shuffle.

What sets The Bluebird Group apart is our depth of expertise and personalized approach. Our team understands the intricacies of Amazon’s ecosystem and we bring proven strategies to help brands succeed. Janae’s experience, which includes managing multiple brands and launching an emerging grocery brand with success, speaks to the level of care and insight we provide.

When you partner with us, you’re not just gaining an agency—you’re gaining a team that’s invested in your success. From navigating the complexities of Amazon’s algorithm to crafting strategies that drive visibility and sales, we make it easier for you to thrive on this platform.