Many DTC founders fear that Amazon will "cannibalize" their Shopify sales. So they hide their Amazon presence from their email list. This misunderstands how people shop.
Your best customers are already on Amazon. If you don't offer them the convenience of Prime, they might buy a competitor who does. The goal isn't to shift traffic. It is to remove friction. We don't just blast the list. We build a bridge.
Here is the 4-week framework to do it properly:
Week 1: The Introduction: Email subject: "We are now on Amazon (here is why)." Frame this as an upgrade for their convenience. Link to your Storefront, not a single product page. Let them browse. Tag every link with Amazon Attribution to track the migration.
Week 2: The Convenience Unlock: Highlight the benefits they can't get on your site: Prime shipping. Subscribe & Save. Easy returns.
Make it about their experience, not your revenue. Include a "Follow Brand" button in the email to boost your organic reach.
Week 3: The Exclusive Offer: Launch a bundle or discount that only exists on Amazon. This gives them a reason to try Prime without hurting your Shopify pricing. Use Brand Tailored Promotions to send a unique code just to this audience.
Week 4: The Retargeting Loop: Anyone who clicked but didn't buy gets a 7-day DSP retargeting ad. This closes the loop. It also builds your Amazon pixel, making future campaigns smarter.
The Bottom Line: After 30 days, look at the data. You will likely see that Amazon customers buy more often simply because it is easier. You stop fighting your customer's habits. And start enabling them.
Do you treat your Amazon channel as a competitor or an extension of your brand?
