Decent sales on Amazon but should I also focus on the actual e-commerce store website and optimize it? earn by blogging adsense income

So my dad sells a line of health products on Amazon (FBA) and sells about 400-500 units a month. However, he also does have a Woocommerce website that has been in existence for about 2 years now but is barely ranking for any keywords and driving any traffic. My question is - if he's already getting 400-500 sales on Amazon (he is satisfied but he wants his product sales to double and increase his brand awareness), should he even bother trying to work on his e-commerce brand website and try to optimize it for SEO? or should I just tell him to continue focusing on his Amazon efforts without the need of an actual e-commerce website? He gets like 1-2 sales per month on the actual brand/store website, but not surprised at all. People are buying it on amazon.

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