The notable part is the price: the founder says the brand got there while pricing lashes from ₹999, against roughly ₹299 among leading listings. Without margin, fee or ad-spend data, the case shows Amazon can become a meaningful sales channel for one premium brand and says little about profit.
DTC owners, start focusing on Amazon Last year, we were onboarded to Amazon (by them) Honestly, I had almost zero expectations. The top sellers in our category were selling lashes for around ₹299, while our prices start at ₹999. and I had a mentality: who buys beauty products from Amazon? but I was bored of doing the same thing on Meta & was looking to do something new. I started learning Amazon and their ad platform, and now it has been secretly scaling. Currently, 20% of our monthly revenue comes from Amazon.
— Kaushal (@_kaushalshah) · View on X
- The case: In a post on September 25, @_kaushalshah wrote that Amazon onboarded his DTC beauty brand last year, that top sellers in his category sold lashes for around ₹299 while his prices start at ₹999, and that he expected little. After learning Amazon's ad platform, he wrote: "Currently, 20% of our monthly revenue comes from Amazon." The post does not share margins, fees or ad spend.
- Order size differs by channel: La Joya Jewelry's founder told Digital Commerce 360 that the brand's AOV is about $1,500 on its own site, about $375 on Amazon and about $150 to $160 on Walmart. The example comes from jewelry, a different category, and it shows why one revenue percentage says little about profit.
- Revenue and cash retained differ: Marketplace revenue does not equal the cash a brand keeps after fees, returns and advertising costs, so a 20% share of revenue can be a smaller share of profit.
- Other brands are diversifying beyond Amazon: Anker's Amazon share fell from 49.97% to 46.37% in the first half of 2026 while Amazon still brought in 7.699 billion yuan, and its own website revenue grew 39.19%, according to its half-year results as reported by Huxiu and Tencent News.
- What to check before adding a marketplace: For each channel, put AOV, marketplace or payment fees, ad spend, returns and the cash that actually lands side by side, then compare contribution per order.
Can a premium beauty brand compete with cheaper Amazon listings?
One founder says it has worked for his brand in revenue terms, at prices from ₹999 against rivals at around ₹299. That is a single self-reported case, and there is no public data showing how often premium beauty brands succeed on Amazon or what their margins look like there.
Does 20% of revenue from Amazon mean Amazon is profitable?
Not on its own. Revenue share leaves out marketplace fees, ad spend and returns, and the La Joya example shows how much AOV can differ between a brand's own site and a marketplace.
Should I improve my Shopify store before adding Amazon?
The sources do not establish which channel a brand should prioritize first. @_kaushalshah argues DTC owners should start focusing on Amazon, while La Joya's much higher AOV on its own site suggests the owned store still does different work; a per-channel profit view is the fairer basis for deciding.