Does anyone feel like Amazon PPC is taking too much of the profit?

Recently I’ve been going through my numbers more carefully and something started to bother me a bit. When I calculated all the costs of selling on Amazon, I realized the PPC ad spend alone is taking close to 15% of my profit. I know ads are necessary, especially in competitive categories, but it still feels kind of high. I’ve been trying to optimize campaigns and cut waste where I can, but it’s still a pretty big chunk. And that’s on top of the referral fees, FBA costs, and everything else.

Because of that I’ve been thinking more about whether I should build my own store outside Amazon. Over the past year I’ve been running a few social media accounts for the brand and managed to get a small but decent following. Nothing huge, but enough that I started wondering if it makes sense to slowly direct some of that traffic to my own website instead.

The idea would be to reduce reliance on Amazon ads and commissions over time, and also have more control over branding and customer data. But I’m honestly not sure how realistic that is in practice.

If you have relevant experience, could you give me some suggestions? Thanks very much.