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Traffic costs, either those Amazon fees, cpc visitor cost or the time and money one must invest to get decent organic ranking. It can be an extremely long haul to develop a site that attracts the sort of traffic Amazon and eBay can bring in, some operators have their own sits as well that they steer repeat customers to.
If buyer history sufficient to know the average earnings per visitor, you can increase sales overnight with paid advertising cheap enough to provide a profit margin.
Some competitive fields are very difficult to to achieve decent search ranking. Try searching for the keywords most relevant to your site, compare your site to those on page one of the search results, where the majority of clicks occur. Yahoo site explorer is useful to get an idea of the number and types of backlinks these competitive sites have, sites with thousands of quality backlinks may be unbeatable.
seoMoz has good advice from smart people in their blog and some free seo tools too.
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