Is Amazon still the best place to launch a product in 2026?

In this episode, John Cavendish sits down with Tom Baker, CEO of Fordebaker, to break down how marketplace strategy is shifting, and why more brands are questioning whether Amazon should come first.

After launching his own toy brand on Amazon in 2016 and expanding into the UK, EU, and US, Tom now leads multi-marketplace growth strategies across:

• Amazon
• TikTok Shop
• Walmart

And the trend is clear: sellers are diversifying.

In Part 1, you’ll discover:

• Why rising FBA fees and PPC costs are squeezing Amazon margins
• How Walmart compares operationally to Amazon
• Why TikTok Shop is a demand creation engine
• The difference between search-driven sales and discovery-driven sales
• How creator marketing powers TikTok Shop
• Why some new brands are choosing TikTok first
• When Amazon is still the best first move
• What a modern 2026 marketplace strategy looks like

Amazon captures demand.
TikTok creates demand.
Walmart offers margin opportunity.

Understanding how these platforms fit together is critical for brand growth in 2026.

If you’re an Amazon seller thinking about expanding beyond FBA, this episode is essential.

Watch Part 2 for deeper insights into lifetime value, customer acquisition, and marketplace profitability.

Connect with Tom and Fordebaker:

Website: https://fordebaker.com

LinkedIn: https://www.linkedin.com/in/thomas-baker-amazon-agency

Connect with John Cavendish
Facebook: https://www.facebook.com/jgcuk
Instagram: https://www.instagram.com/thejohncavendish
LinkedIn: https://hk.linkedin.com/in/thejohncavendish

Know More About Seller Candy
Website: https://www.sellercandy.com
Facebook Page: https://www.facebook.com/SellerCandyPro
Instagram: https://www.instagram.com/sellercandyamz
LinkedIn: https://www.linkedin.com/company/sellercandy/
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