Episode Number:

49

November 3, 2025

In this episode of The eCom Growth Show, Danan Coleman sits down with Andrew Maffettone, Founder and CEO of BlueTuskr and host of The E-Comm Show podcast. With over 15 years of marketing experience across multiple industries, Andrew shares how eCommerce sellers can use off-Amazon spend to drive Amazon growth while building long-term brand equity.

Meet Andrew Maff: The Marketer Behind BlueTuskr

Andrew has been deep in the eCommerce and marketing world for over 15 years, running and scaling multiple agencies before founding BlueTuskr in 2020. His mission: to help eCommerce brands diversify their marketing, earn back their customer data, and grow beyond Amazon’s ecosystem. At BlueTuskr, Andrew built a fractional marketing department model. Each client gets specialists across every channel, unified under a single strategy.

Why Omnichannel Marketing Is Non-Negotiable

Andrew says relying solely on Amazon is one of the riskiest decisions a brand can make. Sellers have zero control over their listings, customer relationships, or even their account status.

  • Amazon can suspend you anytime, often without warning.
  • Exit multiples tell the story: FBA-only brands average a 2–3x EBITDA, while diversified brands with DTC data often command 3–5x.
  • Owning your audience data increases both profit margins and buyer appeal.
Smart Move: Think beyond survival. Omnichannel marketing isn’t just risk mitigation. It’s how you build a sellable, scalable business.

Turning Paid Ads Into Amazon Momentum

Andrew explains that off-Amazon ads aren’t competitors to your marketplace strategy, they fuel it.

  • Use Buy with Prime or a custom Amazon button on your site to send off-platform traffic back to your listings.
  • Amazon rewards listings that bring in external traffic, improving your ranking and visibility.
  • Combine this approach with DSP ads to retarget visitors from your website, increasing customer lifetime value.
Key Insight: Amazon loves external traffic. Use your ad dollars to spark momentum where it matters most.

Making Attribution Work Across Channels

Tracking ROI in an omnichannel world is messy but not impossible. Andrew recommends aggregating your data and defining the purpose of each campaign:

  • Meta is ideal for top and mid-funnel awareness.
  • Google captures bottom-of-funnel intent.
  • Amazon ads close the deal.

By measuring revenue across all platforms and mapping spend to intent, brands can see how every channel influences the whole ecosystem.

Actionable Tip: Don’t obsess over one channel’s ROAS, optimize the entire mix for total revenue lift.

Building Trust Through UGC and Influencer Content

Andrew emphasizes that polished creative often performs worse than authentic content. Shoppers want connection, not commercials.

  • Leverage micro-influencers and UGC creators to seed brand awareness.
  • Start small, test hundreds of creators affordably, then build long-term partnerships with the best performers.
  • Create an internal content library for ongoing campaigns.
Big Takeaway: Authenticity scales faster than perfection. Let your customers and creators tell the story for you.

The Smarter Path to DTC Diversification

For Amazon-only sellers, Andrew recommends a step-by-step approach instead of jumping straight into a full website build:

  1. Start with your Amazon storefront – Run Sponsored Brand Ads to test conversion potential.
  2. Drive external traffic – Use Meta or TikTok ads to push traffic to your storefront.
  3. Create a landing page – Offer both an on-site checkout and an “Available on Amazon” button.
  4. Gradually build your site once you’ve proven your ability to convert off-Amazon audiences.
Core Idea: Don’t leap into DTC, validate every step so your investments build momentum, not friction.

What Amazon Sellers Get Wrong About Websites

Andrew points out that many sellers sabotage their DTC potential with low-quality websites:

  • They ignore design, trust signals, and UX.
  • They don’t replicate their Amazon-level content (images, infographics, A+ storytelling).
  • As a result, even strong brands look untrustworthy off-Amazon.
Lesson Learned: You built credibility on Amazon—carry that same trust and polish into your website experience.

Connect with Andrew Maff:

Final Thoughts

Andrew Maffettone challenges sellers to think bigger: Amazon is an incredible acquisition engine, but it shouldn’t be your entire business. By blending off-Amazon marketing with Amazon strategy, brands can build a resilient, data-rich ecosystem that compounds growth over time.

Catch more episodes of The eCom Growth Show for practical strategies that help you grow smarter, on and off Amazon.