I sell on Amazon FBA, and I can tell you that I am trying to move away from it. It's a great platform to get the visibility and test a market, but ultimately you're at the mercy of the whims of Amazon (check their forums to see how often seller accounts get closed) and a BIG negative is the rating system. You have other sellers that try to sabotage you with negative reviews, unhappy customers for reasons outside your control, or even people who leave you positive feedback but a mediocre star review (because they think 3 stars is good??) and if it happens often enough, people can tank even a solid product. So there is my two cents on Amazon. I say if you can avoid it, try to focus on your own website and use Amazon as a supplemental stream. You can use Wordpress and Woocommerce and be up and running in a few hours for just the price of a domain name + hosting + an SSL certificate (on name cheap, all that is maybe $30?).
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