How to scale Amazon brand off Amazon

A powerful conversation between Dušan Popović, CEO of Byteout Software, an ecommerce development agency that helps Amazon sellers expand to DTC, and Vincenzo Toscano, CEO of Ecomcy, one of the most respected Amazon agencies running brands globally on Amazon and TikTok.

The big question these ecommerce experts tried to answer is: how can Amazon sellers scale their brand off Amazon with tools like DSP (Demand Side Platform), AMC (Amazon Marketing Cloud), and cross-channel strategies.

If you’re tired of relying only on keywords and PPC inside the marketplace, keep reading. This is where growth gets exciting!

Why scale Amazon brand off Amazon?

Amazon is incredible, but let’s be honest: at some point, sellers hit a ceiling. You optimize your listings, nail your PPC, and still… growth slows.

But when you decide to scale your Amazon brand off Amazon (and keep selling there as well):

• You unlock new traffic channels (websites, apps, TikTok, and more).
• You finally own your data: emails, buyer history, lifetime value.
• You build a brand story that lives beyond keywords.

As Vincenzo put it, sellers no longer have to only fight for keyword clicks. With today’s tools, you can target people based on behaviour and that’s how you really grow.

Amazon DSP advertising: your brand, everywhere

Amazon DSP is like taking your Amazon ads on tour. Instead of staying stuck in the marketplace, your ads follow your customers around the internet.

Ever seen an Amazon product ad while reading a news site? That’s DSP. Ever spotted a product on Prime Video after searching on Amazon? That’s DSP.

Why it matters:

• Multiple touchpoints. Most buyers need to see your brand a few times before pulling the trigger. DSP makes that possible.
• Lifestyle connection. You don’t just appear in searches, you show up where your ideal customers live online.
• Higher retention. Stay top of mind even after shoppers leave Amazon.

This is how you scale your Amazon brand off Amazon: by staying visible, everywhere.

Amazon Marketing Cloud (AMC): your data superpower

The best way to explain Amazon Marketing Cloud (AMC) is to think of it as Amazon’s secret control room. Instead of guessing, you can actually see: who viewed but didn’t buy, who abandoned carts, who keeps coming back. And the biggest advantage by using Amazon AMC: you can build lookalike audiences. That means telling Amazon: “Find me more buyers who look just like my best customers.”

With AMC, you stop relying only on keywords and start running ads that match real human behaviour. It’s next-level, and it’s exactly what you need to scale your Amazon brand off Amazon.

Best strategy to move from Amazon to DTC

One of the smartest moves Dusan and Vincenzo shared is this: don’t separate Amazon and DTC. Combine them. Take your existing DTC data (emails, phone numbers, purchase history). Upload it to AMC. Build custom audiences. Use DSP to expand and find more buyers just like them.

This way, you’re not starting from zero when you launch on Amazon. You’re leveraging years of customer data to grow instantly. That’s the best strategy to move from Amazon to DTC, treat them like partners, not competitors.

Read now 👉 Shopify and Amazon – double chance for success

Amazon audience targeting: go beyond keywords

Forget only bidding on keywords. With audience targeting, you can now reach shoppers by their lifestyle, behaviours, demographics. This makes your ads smarter and your budget go further. And it’s exactly why audience targeting is essential if you want to scale your Amazon brand off Amazon.

Amazon sellers cross-channel strategy

The biggest winners in ecommerce don’t separate their channels. They actually create a loop where each one fuels the other. Amazon ads bring in fresh eyes and generate discoverability, DSP keeps your brand visible long after shoppers leave the marketplace, your DTC site captures the relationship by collecting emails, building loyalty, and driving subscriptions, and then AMC pulls all that data together to show you exactly which audiences are worth doubling down on. 

Instead of running campaigns in silos, you’re building a self-reinforcing system where every click, view, and purchase strengthens the next move. That’s why the brands who master this cross-channel flow are the ones jumping from six to seven to eight figures, because once the loop starts spinning, scaling doesn’t just grow, it snowballs.

When should Amazon sellers start using DSP and AMC?

Vincenzo was clear: timing matters, so definitely not right away.

If you just launched, skip DSP for now. If you’re already spending $20k–$50k/month on Amazon PPC and getting consistent ROI, then you’re ready.

For AMC, wait at least 6-12 months post-launch. You need enough data to make it useful.

Get the timing right, and DSP and AMC for Amazon can accelerate your growth. Jump in too early, and you’ll burn cash.

And here’s the honest truth: DSP and AMC aren’t easy. They’re technical, and most sellers don’t have the in-house skills. But here’s the flip side: that’s exactly why it’s such a huge opportunity. Few brands are using these tools. And those who do – they leap ahead of competitors!

If you want to break through faster, agencies like Ecomcy and Byteout exist to guide you through the complexity – so you get results without the headaches.

Planning to build a DTC for your Amazon? Book your free consultation here.

Why a DTC store supercharges Amazon growth

For Amazon sellers, a DTC store isn’t just “another sales channel.” Sellers can look at it as the missing piece that makes scaling possible. DTC is a very important step if you plan to scale Amazon brand off Amazon.

On Amazon, you ‘rent’ the customer relationship: Amazon owns the emails, the data, and the post-purchase communication. Selling Amazon-only limits your ability to build loyalty or understand the long-term value of a buyer. But when you run a DTC store, you finally get to own the relationship. You can collect emails, run loyalty programs, track lifetime value, and turn one-time buyers into repeat customers – which is so valuable for an ecommerce business.

Vincenzo pointed out that Amazon now allows you to bring DTC data back into Amazon through AMC. That means your existing email list, purchase history, and customer behaviour from your own webshop can become fuel for Amazon’s ad system.

Instead of starting from scratch, you upload that data, build custom audiences, and even create lookalikes. Suddenly, your Amazon campaigns are sharper, more efficient, and more profitable.

And from a scaling perspective, this is huge. Your DTC store feeds your Amazon strategy, and your Amazon visibility drives traffic back to your DTC store. The two reinforce each other. And when you combine DSP and AMC with the power of a DTC site, you’re no longer limited by the walls of the marketplace, you’re building a brand ecosystem. That’s how sellers go from being product vendors on Amazon to becoming eight-figure brands with staying power.

Watch full conversation here:

Final thoughts

Scaling on Amazon is great. But if you’re serious about long-term growth, you need to learn how to scale your Amazon brand off Amazon. Expand to DTC and other channels and you can:

• Follow customers outside the marketplace.
• Build smarter, behaviour-based audiences.
• Use DTC data to fuel your Amazon campaigns.
• Run a true cross-channel strategy that compounds growth.

The sellers who start experimenting now are the ones who will dominate in 2025 and beyond. So if you’re ready to stop playing small and start scaling – this is your moment.

We can help you take the first step.