A channel-prioritization principle: route external/outside traffic (organic, paid, influencer, etc.) to a higher-margin owned channel — e.g., a Shopify site — rather than to Amazon listings, even when Amazon is a valid destination for that traffic.
The stated rationale is margin, not exposure: a sale captured on an owned site avoids Amazon's referral/FBA fees, so the same unit of outside traffic nets more profit off-platform than on it. This is a deliberate choice for a seller who treats Amazon primarily as demand capture rather than acquisition — contrast with Amazon as the True Bottom of Funnel, where outside traffic is intentionally sent to Amazon.