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Amazon Flywheel: How to Dominate eCommerce 

Amazon Flywheel: How to Dominate eCommerce 

  • 2022 May 19
  • 0

If there’s one thing Amazon has mastered, it’s how to dominate the eCommerce market. But what’s their secret? This blog post will discuss Amazon’s “flywheel” effect and how you can use it to benefit your own business. So read on to learn more!

What Is Flywheel Strategy?

The Flywheel strategy (also known as Growth Flywheel) is simple: keep your customers happy, and they will keep you in business. It’s a long-term strategy that focuses on customer satisfaction and retention, rather than short-term gains. And it’s based on the principle that it’s easier to keep a customer than it is to find a new one. The strategy has three key components: Attract, Engage, and Delight.

First, you need to attract customers with a compelling offer or experience.

Then, you need to engage them by delivering on your promises and providing an excellent customer experience.

Finally, you need to delight them by going above and beyond their expectations.

What is Amazon Flywheel?

Amazon flywheel is a marketing strategy designed to take advantage of customer experience to drive more traffic to the platform and third-party sellers. The concept behind this strategy is that a flywheel requires considerable effort at the beginning, and once the wheel starts spinning, it continues to gain momentum and rotate faster over time effortlessly.

For instance, the flywheel effect is equivalent to the snowball effect. When you push a snowball down a hill, it progressively gets faster and faster until it reaches the bottom of the hill. The flywheel strategy is similar in that it requires initial effort to get started. Still, once it’s in motion, it can generate significant momentum.

Amazon flywheel has been incredibly successful in driving growth for the company. By providing a world-class customer experience, Amazon has been able to attract more and more customers, which in turn has helped Amazon become the go-to platform for online shopping. Thanks to the flywheel effect, Amazon continues to grow at a fantastic rate, and there are no signs of this slowing down anytime soon.

How Does Amazon Flywheel Work?

The flywheel is a customer feedback loop that is integral to the company’s success. The flywheel consists of Amazon Prime, Amazon Web Services, and Amazon marketplace.

Amazon Flywheel The Prime is an exclusive membership that offers Prime customers free shipping and access to online streaming services

amazon web services Web Services by Amazon is a cloud computing platform that provides businesses with storage and other services.

amazon marketplace Amazon marketplace: the world’s biggest online store where businesses can sell their products.

The flywheel works because each of these three parts reinforces the other. For example, Amazon Prime customers are more likely to shop on Amazon, increasing the number of businesses that use Amazon Web Services. This, in turn, increases the number of products available on the Amazon marketplace, making it more attractive to shoppers. The result is a virtuous circle that keeps customers coming back to Amazon again and again.

Related: What is Amazon Prime Day?

What Can Sellers Learn From Amazon Flywheel?

Amazon has built a flywheel business model that is the envy of many eCommerce businesses. Amazon flywheel is a customer-feeding machine that keeps Amazon customers coming back for more. Amazon sellers can learn a lot from the Amazon flywheel model, including creating a customer-centric business and using Amazon’s immense scale to their advantage. 

Amazon flywheel starts with an absolute focus on the customer experience. Amazon obsesses over delivering the best possible customer experience, and this obsession drives every Amazon decision. From Amazon Prime to Amazon Fire TV, everything Amazon does is designed to keep customers coming back for more. 

This customer-centric focus is something that all Amazon sellers should imitate. You should put customer relations and feedback as the top priority of your business strategy to keep enhancing your service. The other way to follow the Amazon Flywheel effect is to design interdependent products and services to keep customers coming back to you for different needs.

Amazon also uses its massive scale to its advantage. Amazon can make decisions that other businesses can’t, like investing in long-term projects or offering free shipping. Of course, this scale gives Amazon an unfair advantage, but it’s something that all Amazon sellers should try to emulate. By understanding and copying the Amazon flywheel model, Amazon sellers can level the playing field and build their own customer-feeding machines.

The Advantage of Flywheel Effect on Your Amazon Business

The flywheel is a customer feedback loop that is the core of Amazon’s history-making success. It starts with customer satisfaction. When customers buy something on Amazon, they are satisfied with their purchase if it arrives on time and as described. 

This satisfaction leads to customer loyalty, which in turn leads to more sales and more positive reviews. The more customers Amazon has, the lower its prices can be, which leads to even more customers and even lower prices. The Flywheel effect is the key to Amazon’s success, which means ever-increasing traffic to, also great news for third-party sellers. The flywheel effect is so powerful that it has allowed Amazon to dominate e-commerce, despite being late to the game.

How to Create a Flywheel Effect for Your Own Amazon Store

The steps below help Amazon sellers implement their own Flywheel effect to catalyze their business growth.

amazon flywheel 1. Laser-Focus on customer information

Customer satisfaction is the essence of everything and everything Amazon does. For example, suppose customers enjoy their time on the website. If so, they are more likely to buy more and return to the same place. The same can be said of your Amazon store. Suppose you provide a 5-star customer experience and service. In that case, the odds are very high that the customer will come back to buy from you and introduce you to their family and friends.

amazon flywheel 2. Your efforts should be continuous

Amazon SEO is proof of this. The more your store sells, the higher your organic ranking will be. So you can be sure that if you sell more on Amazon, you will reach out to more new customers. As a result, you’ll need to invest more money in Amazon advertising and develop more conversions. The strategy is to keep your momentum ongoing. Once the flywheel starts to spin, it is impossible to stop as long as there is stock available.

amazon flywheel 3. Make all your business ideas interconnected and interdependent

The flywheel effect promotes various aspects of your Amazon business together. For example, suppose you are SEO-optimizing your product listings to gain more organic traffic and boost sales. If so, you will have more revenue for Amazon advertising through the Amazon DSP & Ad Console. That leads to improving your impression, and vice versa. Sellers who understand how different Amazon business processes work will have the best experience in creating an effective Amazon Flywheel strategy that maximizes revenue while also improving customer retention processes.


The Amazon flywheel strategy is designed to create a snowball effect, where the more traffic that comes to the platform and third-party sellers, the more sales they make. This virtuous circle can be turbocharged through effective advertising. If you’re looking for help getting your Amazon flywheel spinning, Eva has a free PPC audit waiting for you to maximize the conversion rates while minimizing TACoS!

Robert Runyon is the Director of Growth at Eva, a global tech company & Amazon services provider for growing 7/8-figure eCommerce brands. Robert has a background in B2B marketing, Amazon & 3rd party logistics, and runs the day-to-day marketing operations at Eva. He manages the marketing campaigns, publishes weekly podcast episodes & attends trade shows across the world taking pictures with thousands of people.

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