What is the right Amazon sales strategy for brand owners?

No one needs to offer all their products on Amazon. Acquaint yourself with Amazon by just putting up a few products to start. Putting up a few products at the beginning allows you to learn some Amazon processes, so you can ultimately rationalize or eradicate them while scaling up. It is likely you are training people for Amazon sales strategy or going through an Amazon-specific process for the first time. Give yourself a chance to be successful by understanding what you are doing before you try to improve it.