Not all brands want to be on Amazon. But Amazon is HUGE. Really HUGE.
Just because you aren’t on Amazon doesn’t mean your potential buyers aren’t going to look on Amazon.
You can’t control for people that started their search on Amazon (over 66%) but you can/must protect the visitors that you paid for.
Worst case scenario is paying Google for a click and having potential buyer leave to hunt for a cheaper option on Amazon.
If users leave for Amazon they’re not coming back.
Not because Amazon has better products; Amazon is just so damn good at getting visitors to buy.
If their primary search is a miss Amazon has 400,000 other suggestions. Don’t try and out Amazon Amazon.
To get ahead of this Honeylove has an Amazon policy link on their site footer (I’d argue they should place this on their product page). On click they show this message: