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.