Original article published November 1, 2021.
At Qore Performance, Inc. (QPI), we believe that if you don't own your customer relationship, you don't own your business. On January 27, 2026, we reaffirmed our commitment: we do not sell on Amazon, and we have no plans to return.
While many brands view Amazon as an "inevitable" channel, we view it as a threat to Brand Integrity and Enterprise Value. Here is the absolute truth about why we walked away from the world's largest marketplace to build a more resilient, independent direct-to-consumer (D2C) brand.
The Catalyst: A Matter of Principle
The decision was catalyzed by a single $95.08 A-to-z Guarantee claim. Despite clear email documentation proving the customer was at fault, Amazon granted the claim and denied our appeal.
To some, $95 is a rounding error. To us, theft is inexcusable. We favor action over rhetoric, so we immediately removed all products from the platform. But the decision went deeper than a single transaction; it was about Channel Integrity.
Why "Volume at Any Cost" is a B-Player Strategy
For a "commodity" brand, Amazon is a drug. For a high-performance innovation company like QPI, it is a "commodity trap."
1. Data Ownership: On Amazon, you don't have customers; Amazon has customers. By moving 100% of our digital sales to our own platform, we own 100% of the data. This allows us to provide a superior, tailored experience for the "exceptional people" we serve.
2. Pricing Power and Brand Equity: Amazon's algorithm creates a race to the bottom. Our products—like the ICEPLATE® and ICEVENTS®—are precision tools, not commodities . Owning our channel prevents the brand dilution and "authorized seller" chaos that plagues the platform.
3.
Direct Accountability: We aim to create the customer experience we want for ourselves . When a customer interacts with us, they interact with QPI stakeholders, not a faceless fulfillment algorithm.
The Result: A High-Performance Sales Vehicle
By exiting Amazon, we didn't lose growth—we gained quality. Our recent +281.8% surge in YouTube-driven site sessions proves that customers will seek out excellence. We have replaced "lazy volume" with "intentional growth," keeping our overhead flat while increasing our net operating income and profitability.
Theft is inexcusable to us. However, we are ones who favor action over mere rhetoric. We immediately removed all of our products from Amazon.
Then there is this: Amazon and their stance on individual liberty:
For those of you who are new to our brand, our position on personal freedom and individual liberty has been clear from the start.
0 comments