From Amazon to Retail Shelves: What I’ve Learned About How Retailers Make Buying Decisions

When I first heard that one of our partners was venturing into retail stores, it was exciting news. Expanding from online sales to physical shelves felt like a monumental step forward. But as we started to dive deeper into what this transition entailed, I realized something surprising: retailers rely heavily on Amazon sales and reviews to make buy or no-buy decisions.

It wasn’t just about how the product looked on paper—it was about how it performed on Amazon. From sales velocity to customer reviews, the data retailers analyze gave me a new perspective on how to prepare a product for the leap into retail. Here’s what I’ve learned from this experience and how product sellers can prepare for similar opportunities.

1. Retailers Use Amazon as a Performance Tracker

One of the first things I discovered is that retailers view Amazon sales as a real-time indicator of consumer demand. They aren’t just looking at how many units you’ve sold—they’re evaluating sales consistency and trends. A product that sells steadily over months (or spikes during seasonal demand) signals a safe bet.

What Sellers Can Do:

• Build Momentum Early: If you’re planning to approach retailers, start ramping up Amazon sales at least six months in advance. Use targeted PPC campaigns to generate visibility and drive sales.
• Focus on Consistency: Avoid stockouts or sudden price drops that can create gaps in your sales history. Retailers look for reliability.

2. Reviews Are Retailers’ Cheat Sheet

Customer reviews are often the “make or break” factor for retailers. I’ve seen cases where glowing reviews helped seal the deal, while a string of complaints about quality or functionality raised red flags.

What Sellers Can Do:

• Solicit Reviews Strategically: Use Amazon’s “Request a Review” button or programs like Vine to build a strong review base.
• Address Negative Feedback Quickly: Retailers notice patterns. If there’s a recurring issue, resolve it and communicate those updates in your Amazon listings to show you’re proactive.

3. Competing with Yourself: Retailers Worry About Price Wars

One challenge I’ve seen is that retailers worry about price consistency. If your product is priced lower on Amazon than what they can sell it for in-store, it creates tension. Retailers don’t want to compete with your own online listings.

What Sellers Can Do:

• Establish a MAP Policy: A Minimum Advertised Price policy ensures that no seller (including yourself) undercuts the retail price.
• Create Exclusive Variations: Offer different product bundles or sizes for retail to distinguish them from your Amazon listings.

4. Walmart’s Approach: Favoring Existing Brands

If you’re considering Walmart, here’s a reality check: Walmart prefers brands that are already carried in their stores to expand into their online marketplace. They see in-store availability as a sign of trust and marketability. This doesn’t mean you can’t break in, but it does mean you need a strong pitch.

What Sellers Can Do:

• Build Relationships First: Start by focusing on smaller regional retailers or specialty stores to build a track record. Walmart will take notice of a product that’s thriving elsewhere.
• Highlight Your Online Performance: Show them how your product is performing on Amazon or other online platforms. Strong sales data combined with excellent customer reviews can help level the playing field.

5. Creative and Branding Matter More Than Ever

Retail shelves are competitive. I’ve seen products with great Amazon success struggle in retail because their packaging didn’t stand out or their branding didn’t resonate with in-store shoppers.

What Sellers Can Do:

• Invest in Packaging: Ensure your product’s packaging is eye-catching and conveys its unique value clearly.
• Leverage Your Amazon Learnings: Use customer feedback and questions on Amazon to improve your product messaging. If people frequently ask about specific features, highlight those on your retail packaging.

6. Walmart vs. Amazon: Different Criteria, Similar Strategies

Walmart looks for reliability and trust—things like stable fulfillment and consistent stock levels. They also expect you to maintain excellent customer service metrics. Sound familiar? It’s similar to Amazon but with even less tolerance for lapses.

What Sellers Can Do:

• Maintain High Operational Standards: Late shipments or stockouts can kill your chances with Walmart. Refine your fulfillment process and ensure your team can handle scaling.
• Be Ready to Negotiate: Walmart often pushes for lower prices, so have a clear understanding of your margins before starting the conversation.

7. Content Is Still King

Even in retail, the principles of great content apply. Retailers want products that tell a story. What’s the unique value proposition? Why will customers pick your product off the shelf instead of the one next to it?

What Sellers Can Do?

• Tell Your Brand Story: Create a narrative that translates from Amazon’s product pages to in-store displays.
• Leverage Visuals: High-quality images and videos used on Amazon can often be repurposed for retail marketing materials.

Final Thoughts: Be Prepared Before You Pitch

Moving into retail is an exciting milestone, but it requires preparation and alignment with what retailers look for. From your Amazon sales data to your operational capabilities, every detail matters. Take the time to refine your online performance—it’s your portfolio when pitching to retailers.

The transition from online to retail isn’t just about expanding your reach; it’s about proving that your product is reliable, scalable, and marketable. If you align your strategies with these expectations, you’ll not only impress retailers—you’ll set your brand up for long-term success in a multi-channel world.

Have questions about preparing your product for retail? Let me know in the comments—I’d be happy to share more insights from my experience!

Ruben A.
CEO at PAS