Offshelf · by Lynceus
Stop renting your US business from Amazon.
Offshelf builds foreign brands a DTC site on your own domain — and the AI-cited content engine that earns organic traffic from Google, ChatGPT, Claude, and Perplexity. So one Amazon takedown stops being existential.
Free. We come with a screen-share of your category's AI search results.
The Amazon trap
You don't own your US business. Amazon does.
Four structural problems with running a foreign brand on Amazon US.
30–50% of revenue goes to fees
PPC, FBA, storage, removal, long-term storage. Margins were never the same after the recent fee increases.
One compliance review and your inventory is frozen
Foreign brands are flagged disproportionately. A 'missing FDA US Agent' notice can turn into a 90-day takedown. We've seen it happen.
Amazon owns your customer
You can't email them, retarget them, or learn from them. Every reorder runs through Amazon's algorithm — not your brand.
Your category's AI search results are going to competitors
When someone asks ChatGPT 'what's the best in this category?', it cites the brands with content. Not the brands with the most reviews. Not yours.
The shift
Amazon should be a channel. Not your foundation.
You don't need to leave Amazon. You need to stop being captive to it.
Three things have to be true for your brand to survive a takedown:
- 01 You have a DTC site on your own domain, with your customer list, taking orders today.
- 02 Your content shows up when people search for your category — on Google and in AI answers.
- 03 You can talk to your customers directly when something goes wrong.
When all three are true, Amazon becomes one of your channels. Not the channel that ends you.
What Offshelf does
Two things. We do them well.
One-time build
DTC website build
We build your US DTC site on your own domain, on the same Edge-network architecture we use for our own brands.
- ✓Fast — Cloudflare Pages frontend, sub-second LCP
- ✓Conversion-engineered — subscription, reviews, email/SMS capture, analytics
- ✓Built for AI search — structured data, schema, semantic markup
- ✓Yours — work-for-hire transfer-on-payment
Fixed fee, from
$25,000
Ongoing retainer
Lynceus AI visibility
We build the content engine that earns organic traffic from Google and citations from ChatGPT, Claude, and Perplexity.
- ✓Pillar pages + entity-rich long-tail articles
- ✓Programmatic comparison pages
- ✓Monthly AI-citation tracking and SERP visibility reporting
- ✓Strict internal-linking discipline — ≥2 inbound links per new post
From
$4,000 / mo
12-month minimum
What we don't do: paid media, fulfillment, distribution, IOR. We don't dilute focus. We stay in the two layers that compound — your site and your content.
The engine
Why we get cited by AI search.
Most "SEO" content is written for Google and crossed-fingers it gets read by an LLM. Wrong order. LLMs cite content that is:
Entity-dense
Names the specific products, ingredients, mechanisms, conditions, and competitors that matter in your category.
Structurally clean
Schema markup (Article, FAQ, Product, MedicalCondition where appropriate), sectioned semantically, retrievable in chunks.
Authoritative in posture
Declarative claims, citations, internal links to deeper content. Written like a domain expert wrote it, because one did.
Built into a cluster
Pillar + spokes, not orphan posts. Every new cluster post ships with at least two inbound links from existing pages in the same publish.
That's what we build. Every cluster post ships with at least two inbound links from existing pages in the same publish. No orphan content.
Who this is for
Foreign brands at a specific moment.
- ● Doing $500K to $10M in annual Amazon US revenue
- ● Based outside the US — EU, UK, Switzerland, Asia, LATAM
- ● Strong product, weak DTC presence
- ● You've felt the cost of being captive — fees, ad-spend hostage, takedown scares
- ● Ready to own the next layer
Proof
We run this engine on our own brands.
Our own US grooming brand
WhollyKaw
Cited in AI search for shaving categories. Ranks organically without paid spend. Built on the same Edge-network architecture we ship to clients.
Visit the site →
Our own US tea brand
TMolecule
Same playbook. Built from zero. Entity-rich content cluster published into the tea / wellness / functional category.
Visit the site →
We're not theorists running other people's marketing. We use this engine on our own money first. Client engagements in progress — names available under NDA on the teardown call.
FAQ
What founders ask before booking.
Do we have to leave Amazon? +
No. Amazon stays as a channel. The goal is to make a takedown survivable, not to abandon a revenue source.
Do you handle fulfillment? +
No. We refer you to vetted US 3PLs. Staying out of pick/pack is how we stay focused on what compounds.
Do you handle US compliance, IOR, FDA registration? +
Not as a productized service. We can refer experts in your category. Full distribution engagements (where we double as your US distributor) are separately scoped — talk to us if that's the shape you need.
How long to launch? +
60–90 days from contract to DTC site live, depending on product photography readiness and content cluster scope.
Why 'Lynceus'? +
Offshelf is a wedge of Lynceus, our AI visibility company. Same engine, same engineers, focused offer for foreign brands selling on Amazon US.
Can we see your work? +
Yes — book a teardown and we'll walk you through WhollyKaw and TMolecule live, and any active client work we can share under NDA.
Book a teardown
30 minutes. Free. No pitch deck.
We review your Amazon listing, your category's AI search landscape, and the 60-day path to a DTC site that owns the next reorder.
We come with a screen-share of your category's AI search results.