Picture this: your Amazon brand is finally taking off, and you decide that moving from Amazon to Shopify is the next big step to grow your business. But instead of sales pouring in, your store sits empty, and you’re left wondering what went wrong.
Many sellers assume that once they’re successful on Amazon, launching a Shopify store will naturally bring in more sales and control over their brand. What they don’t realize is that Shopify comes with a whole new set of challenges that Amazon sellers rarely face.
That’s why it’s critical to understand the risks and roadblocks before making the leap from Amazon to Shopify. Without the right strategy, even the most profitable Amazon brand can struggle to survive off-platform.
In this article, we’ll break down the most common reasons Amazon brands struggle when moving to Shopify and the pitfalls that can derail their success. We’ll also share actionable strategies to help sellers build a strong e-commerce store, drive traffic, and grow a sustainable Shopify business.
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Why Brands Move From Amazon to Shopify
Most Amazon brands create Shopify stores because they want more control over their business beyond Amazon’s marketplace. With how advantageous Shopify is, it’s no wonder there are now around 4.8 million active Shopify stores worldwide.
Below are the main reasons why Amazon brands decide to expand to Shopify:
- Full ownership of their storefront and customer experience
- Freedom to design and customize a store that reflects their brand identity
- Direct access to customer data for email, SMS, and remarketing campaigns
- No competing products or “sponsored listings” on their own store
- Higher profit margins without Amazon’s referral and closing fees
- More flexibility in pricing, promotions, and bundling strategies
- Ability to integrate with multiple marketing channels (Google, Meta, TikTok, etc.)
- Greater control over fulfillment with options like 3PLs or hybrid Amazon MCF
- Stronger customer retention through loyalty programs and subscriptions
- Long-term brand equity by building an asset outside of Amazon’s platform
10 Common Reasons Why Amazon Brands Fail on Shopify
However, when brands move from Amazon to Shopify, they fail to realize that it doesn’t just come with advantages; it also brings new problems they’ve never faced before. Learning about these challenges is the first step to discovering how to solve them.
1. Expecting the Same Built-In Traffic
On Amazon, sellers benefit from a marketplace with more than 2 billion monthly visitors, most of whom are already shopping with the intent to buy. With Shopify, that automatic traffic doesn’t exist, but some sellers mistakenly expect the same buying flow to carry over, only to realize that a standalone store won’t get visitors unless they actively find a way to bring them in.
2. Not Enough Brand Building off Amazon
Many Amazon brands are only known within the marketplace, but that recognition doesn’t carry over once they launch a Shopify store. Without Amazon’s built-in credibility, sellers must establish their own reputation and identity from scratch, which requires time and consistent effort.
3. Underestimating the Shift in Business Model
When Amazon brands move to Shopify, many assume it’s just switching platforms and that the same tactics will work. This mindset ignores the reality of a very different business model, leaving sellers unprepared and at risk of failure from the start.
4. Operational Challenges Outside Amazon
Running a Shopify store puts sellers in charge of responsibilities Amazon usually handles, like fulfillment, inventory, and customer service. These added tasks often become overwhelming and lead to inefficiencies that hurt growth.
5. Having No Web Design Experience
Building a Shopify store requires web design skills that most Amazon sellers don’t have, so they either end up with a site that looks unprofessional or are forced to hire an expert. This adds extra expense and, if skipped, often results in a store that drives shoppers away instead of converting them.
6. Copy-Pasting Product Listings
Many sellers copy-paste their Amazon listings into Shopify, forgetting that those listings are tailored to Amazon’s algorithm and rules. Without optimizing titles, descriptions, and structure for Google and other search engines, their products struggle to get visibility and traffic.
7. Selling Products Without Strong Market Fit
There are some products that sell well on Amazon because the platform drives massive traffic for everyday items, but that doesn’t always carry over to Shopify. If your product lacks uniqueness, quality, or a clear brand identity, it won’t gain traction or convert shoppers into loyal customers.
8. Mismanaging Costs That Drain Profits
Running a Shopify store comes with higher costs than many Amazon sellers expect, from apps and themes to subscriptions and third-party tools. Without strict financial planning, these expenses can drain profits quickly and leave the business struggling before it gains momentum.
9. Having an Ineffective Marketing Strategy
Some Amazon brands fail on Shopify because they rely on the same ad tactics instead of creating a marketing strategy tailored to off-Amazon traffic. Without a plan to build awareness and attract shoppers from multiple channels, their store struggles to gain traction or make consistent sales.
10. Unrealistic Expectations and Lack of Patience
There are Amazon brands that enter Shopify expecting their past success to carry over instantly, but when results don’t come right away, they assume the store has failed. Instead of giving the business time and consistency to grow, they give up before the brand ever has a real chance to succeed.
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How Amazon Brands Can Succeed on Shopify
Moving from Amazon to Shopify doesn’t have to result in failure if you follow the right strategies. Below are actionable steps that can help your brand build traction, grow steadily, and succeed on your Shopify store.
1. Diversify Your Traffic Stream
Since Shopify won’t hand you traffic like Amazon does, you’ll need to diversify your traffic stream on multiple channels like SEO, paid ads, email, and social media. This keeps your brand visible and prevents overdependence on one source.
2. Build a Brand Beyond Amazon
Create a strong identity with consistent visuals, messaging, and customer engagement. Use content, reviews, and storytelling to make shoppers trust you outside the marketplace.
3. Adapt to the New Business Model
Recognize that a Shopify store’s success comes from customer relationships, not just product listings. Plan for website upkeep, customer service, and logistics as part of daily operations.
4. Streamline Your Operations
Set up clear systems for inventory, fulfillment, and customer support. Use Shopify apps and automation to stay efficient and avoid costly mistakes.
5. Invest in Professional Web Design
Since more than 70% of online sales now come from mobile users, your Shopify store needs to be mobile-friendly and easy to navigate. If design isn’t your strength, hiring an expert can help you create a clean, credible site that builds trust and drives conversions.
6. Master Shopify Marketing
Amazon ads won’t cut it here, so test different creatives, use UGC, and build funnels that target new and repeat buyers. Combine SEO, social ads, and retargeting for long-term growth.
7. Optimize Listings for Search Engines
Rework product descriptions with keyword-rich, benefit-driven copy designed for Google and other SERPs. Structured layouts and strong visuals improve both rankings and conversions.
8. Focus on Product-Market Fit
Only sell products that are unique, high quality, and create excitement beyond Amazon. Validate demand with market research before scaling campaigns.
9. Manage Costs With Discipline
Factor in subscriptions, apps, marketing spend, and design services from the start. A detailed financial plan keeps your store from draining profits unexpectedly.
10. Commit to Long-Term Growth
Shopify success requires patience, testing, and continuous improvement. Treat it as brand building, not a quick win, and refine your approach as you learn.
Frequently Asked Questions
From Amazon to Shopify: What Sellers Need to Know
It can be exciting for sellers to expand or move their Amazon brand to Shopify because of the freedom, control, and growth opportunities it brings. But with those benefits also come brand-new challenges that, if ignored, can lead to failure.
That’s why it’s so important to understand the most common pitfalls Amazon sellers face on Shopify and take action with the right strategies. By addressing these issues early, you can build a sustainable online store and create a strong e-commerce brand outside Amazon.
Afraid your Amazon brand might fail on Shopify? Contact our full-service Amazon agency. We offer e-commerce services designed to optimize your Shopify business, boost sales, and protect your long-term growth.
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