Reasons why it's better to sell products on your own website rather than sites like Amazon.

As an entrepreneur, your always looking for cost effective and cheaper (but quality) ways to get your resources, that's why we can be independent and start our own selling platforms such as sores and online stores rather  than working under someone else, you are self-employed aren't you?

If you are unsure about this strategy, you should not try it unless you are already having a good source of income and you are ready to invest in something or lose some money, selling online with a website requires alot of work, so you can start it once you are having a good amount of sales where you are already selling your products.

Costs are less.
less costs equals more profits if you can actually make make a sale ofcource. Once you have your own E-commerce website set up, you will not have to pay any fees on your sales and you will be in full control (customer has control too).

Website traffic can be turned into cash.
If you have a website that has a good amount of traffic, why let it go to waste? you can monetize it with ad networks such as adsence and make more money, securing your costs and giving you backup incase your store fails, there are also other ways to make money from your website traffic.

You choose how you will attract customers.
Once you have your own website, you have the choice of how you will prmote your product, which gives you another option of how you will get your target market.

You can sell the website later if you want.
If your website becomes popular and starts having alot of customers, you can sell your website for a good amount of money and invest in something else that would require less effort and then you can retire.

You could possibly build a brand/name for youself.
If your website is growing, you might start to recieve offers for big companies, and that would make life abit easier for you because in such partnerships, both parties benefit if all goes well, you can also make offers yourself such as negotiating with your supliers, although you can do that too if you don't have a website, it's easier when you have your own online store.

No restrictions.
There will be no restrictions on you such as what type of products you can sell and their prices, you can even make videos and blog in your website in order to promote your products just like affiliates do.