No, of course not.  Most people that are successful online, especially selling on Amazon, don’t put themselves out there publicly and are more behind-the-scenes in their business. 

 Can it help you if you’re willing to put yourself out there?  Yes, as you can likely relate more to potential customers, build a deeper relationship, and create a following.  

Is it required?  No, there are many marketing strategies that can help you sell or succeed without putting your face out there, so you can remain private or anonymous.