What is the typical sales ratio between Amazon and specialty online retailers like Whiskey Exchange?

Members shared mixed ratios depending on their scale and product positioning. Amazon typically dominates online channel sales, but the specific ratio varies:

- **Amazon vs Whiskey Exchange (TWE)**: One member reported TWE at approximately 5% of their Amazon sales volume - **Amazon vs broader specialty trade**: Another member noted Amazon is roughly 4–5 times larger than their combined specialty retailer sales

**Important caveat**: Members acknowledged difficulty in accurately segmenting and tracking sales data across channels, particularly distinguishing between different specialty retailers. The ratios are heavily dependent on brand size, product positioning, and how effectively you're distributed across specialty channels. One member noted that much of the online volume spike came during lockdown periods.

**Commission consideration**: Members also flagged that specialty retailers charge significant commissions (25–35%), which can make smaller volume partnerships unprofitable even with promotional support.