“The purpose of business is to create and keep a customer.”

“The purpose of business is to create and keep a customer.”

This is just the most cutting quote for an Amazon seller when the realisation sets in, that selling your products on Amazon delivers neither of these 2 essential functions of business as described by Peter Drucker (a man before his time).

Amazon is a traffic source, not a source of customers.

It’s easy to be mislead on this concept – especially by “hype-filled” courses that promise riches in months whilst sat on the beach with your laptop.

One of Ryan Daniel Moran’s podcasts at Capitalism.com really nailed this and reminded me that this is fundamentally the direction I’ve always been headed with our eCommerce business.

And it’s not a case of “Amazon-bashing” or Off-Amazon glorification.

It’s a case of acceptance of what you’re doing and what the implications of your chosen strategy are.

The traffic strategies we have developed and apply therefore focus on find alignment between selling on Amazon, and acquiring the customer – because they’re NOT the same thing.

Check out the episode from Ryan Daniel Moran here, where he talks about the difference between selling on Amazon and acquiring customers.

This changes everything about the way you drive traffic to your Amazon product listing and the way you think about building your eCommerce business.