Launching My Private Label – Seeking Advice on Google Ads and Fulfillment Service

Hello,
I am excited to share that I am launching my own private label soon. The launch will be on both Shopify and Amazon FBA. As I embark on this venture, I would greatly appreciate your guidance on two matters:
Since I will also be launching the product on my own website, should I direct the traffic from Google Ads to my Shopify website or Amazon? What rationale should I consider in making this decision?
Based on my projections, I anticipate my sales to be distributed as follows: 70% from Shopify and 30% from Amazon. Given this, would you recommend that I use FBA as my primary fulfillment service? Alternatively, are there other vendors you would suggest I consider?
Thank you!