Amazon Selling: Why You Should (or Shouldn’t) Jump In

2026 is right around the corner, and believe it or not, thousands of legitimate brands still aren’t selling on Amazon. Some avoid it because they don’t understand the platform, some don’t have internal capacity, some dislike Amazon altogether, and some simply prefer the old-school DTC + retail shelf approach.

But selling on Amazon today is nothing like selling on Amazon 10 years ago. I was there back then — when you could list almost anything, jump onto existing listings with no restrictions, use bulk-purchased UPCs, and skip most of the compliance steps we consider essential now.

Amazon let the gates stay open while they scaled. And now, they’re cleaning up the marketplace. That “cleanup era” is what every seller operates inside today. And that leads to a simple truth: Not every business belongs on Amazon — but the right ones absolutely should be there.

Don’t feel like reading all this?

What This Post Is About

This post is about deciding whether your brand should (or shouldn’t) be selling on Amazon in 2026. It’s not a hype piece — it’s an honest look at who belongs there and who doesn’t.

Big ideas:

• Amazon today is very different from 10 years ago — more rules, more protection, and higher stakes.
• Brands with real IP (trademarks, ISBNs, legit products) are usually in the best position to win.
• Legitimate resellers with clean paperwork can do well, but retail arbitrage is now extremely high-risk.
• If you don’t have the time, protection, or capacity to do it right, Amazon may not be the right move yet.
• For brands that are prepared and protected, Amazon can be a powerful growth engine alongside other marketplaces.

If you remember one thing: Amazon isn’t for everyone, but for the right brands, 2026 is a great time to jump in — as long as you do it the right way.

Two Types of Sellers Who Benefit Most

Group A — Brands with real IP (trademark, ISBN, etc.)

If you own your brand, hold a trademark, and produce your own products, Amazon is almost always a profitable move. It’s the highest-margin group because you control the product, pricing, supply chain, and brand story. You have legal protection through a trademark or ISBN, and Amazon gives you tools to defend your listings.

Group B — Legitimate resellers with clean paperwork

If you’re a reseller with strong authorization, clean invoices, and a defensible supply chain, you should also be on Amazon. Amazon won’t say it out loud, but they’re not big fans of resellers — there’s more liability, more authenticity complaints, and less control.
But if you’re legitimate, there’s real revenue here.

Most companies that add Amazon to an already successful business see meaningful growth. On the low end, Amazon often contributes around 20% of total revenue, but some brands grow far beyond that — even doubling or tripling their entire business. I’ve seen $3M companies scale to $10M+ within a few years simply by embracing Amazon.

Margins are thinner, the work is harder, but it’s real money.

Who Should Not Be on Amazon Right Now?

• Anyone without a trademark who wants to build a brand.
  Before you sell, protect yourself. The days of winging it are over.

• Retail arbitrage sellers.
  In today’s environment, RA is high-risk due to authenticity and intellectual property complaints. One complaint can cost you your inventory, your funds, and even your entire account. Ten years ago, RA was viable — today, it’s an enormous legal and financial risk.

• Anyone without the time or mental bandwidth to commit.
  Amazon rewards consistent execution. You can hire a consultant or agency, but even then, the brand owner has to be mentally invested enough to let the process work.

If you can’t commit, you’re better off waiting — or getting an outside opinion on whether your brand is actually a good fit.

If You’re Unsure Which Group You’re In… There’s Still a Path

Some people aren’t Group A or Group B — they’re just motivated and curious. And that’s enough to start.

• No trademark? Get one. (It’s easier than most think.)

• No reseller authorization? Start with one brand and build from there.

• Want to launch a product? There’s always a way to differentiate — better quality, better education, better packaging, better variations, better advertising, better fulfillment. There is always a weakness in the competition if you’re willing to look for it.

There is no competitor too big to compete with. Every category has opportunity for someone willing to solve the problems that current sellers ignore.

So… Should You Jump In?

Yes. For most brands, it’s a phenomenal time to be on Amazon.
Amazon isn’t slowing down. It hasn’t peaked. And every year, despite competition from Walmart, Target, and others, Amazon continues to grow.

But Amazon shouldn’t be your only strategy.
You should be exploring:

• Walmart Marketplace

• Target+ (if you qualify)

• eBay (in many categories)

• Category-specific retailers like Lowe’s, Home Depot, Chewy, etc.

• Wholesale contracts and DTC channels

Amazon should be a pillar — not the whole foundation.

The only people who shouldn’t jump in right now are the ones who can’t protect themselves or won’t treat it like a real business. My goal is always to prevent people from wasting time, money, and their brand equity.

But if you’re reading this post, chances are you already have a reason to consider Amazon.
And if that’s the case… you should probably explore it.