There’s a lot of information out there surrounding Amazon — from blogs to webinars, eBooks to guides, it can be overwhelming to decipher what information is true when it comes to selling on Amazon. There are many marketplace myths that brands still believe, but that doesn’t mean they’re true!
We’re here to debunk some of the most common myths about selling on marketplaces, and sharing some real solutions to combat these ideas to see success in the New Year.
Myth 1: Amazon Doesn’t Care about Small- or Mid-Size Brands
Many Amazon sellers feel they get the short end of the stick in the Amazon game, and there are definitely times where Amazon’s policies can seem like they’re hurting rather than helping small businesses. But at the end of the day, Amazon is one of the best places for small and mid-sized brands to sell their products.
Not only do brands gain access to Amazon’s huge customer base, they also have the ability to utilize Amazon’s advertising and operational tools (like FBA) from the first day they sign up. Combine that with the fact that using FBA and Amazon’s Advertising tools are often more cost-effective for smaller brands than doing it on their own, and it’s easy to see how small businesses are winning on Amazon.
Amazon themselves often post about supporting small businesses, often promoting small businesses ahead of Prime Day. With the right strategy, small businesses can see success on any marketplace!
Myth 2: Your Amazon Strategy Will Work on Walmart
As Walmart continues to grow and gain traction as a major marketplace, many brands are starting to explore selling and advertising on the platform. However, a common pitfall brands fall into is just copying and pasting their Amazon strategy directly to Walmart without considering the different ICP, platform nuances, and other factors.
While Walmart Connect and Amazon Ads have a lot in common, these advertising platforms are markedly different. For example, Walmart Connect does not support negative keywords, while Amazon does.
Recent data shows that Walmart’s ICP has been shifting over the years, favoring more affluent customers recently. It’s important to take into account who is purchasing your products on each of these platforms; you might see that your customers are more budget-conscious on Amazon.
Myth 3: International Expansion is Out of Reach for Most Brands
Amazon offers a lot of tools and programs to help sellers expand globally. Their Build International Listings tool unlocks a global presence for brands within minutes, all powered by FBA.
Additionally, many 3PLs and other service providers specialize in helping brands immediately activate their US listings and catalog internationally. With the right partners, brands can expand internationally with ease.
When the tariffs hit brands hard in early 2025, our friends at Planetary Design expanded to multiple international markets to combat rising costs in the United States. This can be an effective strategy to diversify your selling potential!
Myth 4: All Software is Created Equal, and You Need Many Tools
Third-party software has become a crucial part of how brands manage their marketplace channels over the years. Part of this was due to lack of visibility within Seller Central, and part of it was due to the greater control and ease that was available elsewhere.
Over the years, Amazon software has taken on many shapes and sizes — there’s tools for market research, keyword planning, profit analysis, data management and reporting, advertising automation, and the list goes on.
Many of these softwares only specialize in one specific area, so brands are left subscribing to multiple softwares just to cover all areas of their business. But each tool your brand subscribes to directly takes away from your bottom line, increasing the complexity for you and your team to run your business.
The obvious solution is to find a tool that solves multiple problems at once and can truly empower your team. Obviously, we’re biased here at Kapoq — but our six interconnected modules cover all areas of your business:
- Listings
- Advertising
- Inventory
- Customer Experience
- Accounting
- Analytics
Myth 5: Marketplace Success is Mostly about Advertising and PPC
While Amazon has definitely become a pay to play platform, advertising is not the only thing you need to perfect to see success. Nowadays, inventory, fees, catalog management, listing content, and operations are bigger drivers than most brands realize.
Success on Amazon today is about getting each part of your business finely tuned and optimized to Amazon’s standards, not just PPC.
Kapoq is designed to help you address all areas of your business; our Alerts and Opportunities module gives you actionable tasks to address areas where you could improve advertising, inventory, and more — including real-time notifications when you lose the Amazon Buy Box!
Conclusion
It’s no question that selling on Marketplaces, especially Amazon, is challenging, and it’s only getting more difficult. However, all hope is not lost. Many of these myths that Sellers still believe are just that — myths.
If your brand is looking to optimize for 2026, it’s time to upgrade your software. Sign up today for your free demo of Kapoq and see the difference it could make to your profitability and bottom line!
