"Their product is something that Amazon doesn't sell. It is unique and different."
So surely they're creators of a product first, an online store second.
So surely they're creators of a product first, an online store second.
One way to build a brand is to build a web store. You lose Amazon's distribution, payment systems, data-mining, and visibility; but you gain more brand recognition. You could also sell on Amazon, but that will take people away from your site which may mean your brand loses it's uniqueness.
Face it, if you don't have a good brand and you are selling anything that can be made in China, you can't expect any margins. Wallmart and Amazon will sell the same thing cheaper.