There are mixed opinions on whether Amazon sellers should try and sell off Amazon to supplement their sales on Amazon.  I’ll give you the main pro’s and con’s: The 2 key reasons to build your own website and sales channel is to a) own your audience and b) diversify your marketing channels to reduce risk.  While you are selling on Amazon, you are essentially ‘renting’ your audience in the sense that you do not have full control over how and when you can engage with your audience.  Building your own website allows you to build your own customer lists and engage with your customers when, how and where you want.  Having your own customer list is a business asset in and of itself.  It also allows you to diversify against the risk of something happening on Amazon and losing all of your traffic and sales.  There are other good reasons as well such as having more control over the creative and branding of your product.   The big downside to selling off Amazon is the cost.  To generate the same traffic that Amazon does to your products is going to be very challenging, and arguably cost far more than it would to invest in Amazon itself.  Money and time spent on building a site and traffic to your site, might be better suited in investing in Amazon ads, improving product listings or launching new product variations.   Ultimately the decision is different for every business.  At some point it will probably make sense for a business to diversify into other traffic channels off Amazon.