Amazon.com registered just 165,000 new sellers in 2025, the lowest annual total since Marketplace Pulse began collecting data in 2015 and down 44% from 2024, continuing Amazon's transformation into an infrastructure for established, well-capitalized operators.
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Widespread predictions of disrupted U.S. holiday sales due to escalating tariffs proved unfounded. According to Adobe Analytics, online spending on Cyber Monday hit $14.25 billion, up 7.1% year over year, while Black Friday reached $11.8 billion, up 9.1%.
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Over 780 Chinese sellers changed their Amazon legal entity to Hong Kong in November 2025 alone – a dramatic response to Beijing's first-ever mandate requiring platforms to report quarterly seller revenue data.
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Walmart's advertising business is growing at six times the rate of its overall retail sales. Walmart Connect, the company's U.S. retail media platform where sellers and brands buy sponsored placements, grew 33% in the third quarter while U.S. retail sales grew just 5%.
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Just two years ago, the battle lines in e-commerce seemed clear. Amazon dominated through speed and convenience, Temu and Shein disrupted through price. Today, both sides are sprinting toward what the other perfected, driven by evolving regulations worldwide and the realization that modern retail demands supply chain flexibility, not purity.
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Amazon's introduction of API fees for third-party developers represents another margin squeeze on sellers, this time arriving indirectly through the software tools that have become essential to operate on the platform.
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Amazon's retail business now accounts for just 40.5% of the company's total revenue, marking a new milestone in its evolution from an online bookstore to a commerce infrastructure provider.
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The conventional narrative fixates on gross merchandise volume as the ultimate indicator of marketplace potential. By that logic, Amazon's U.S. marketplace, with an estimated $305 billion in third-party GMV, dwarfs everything, and the conversation ends there.
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Additional tariffs imposed by the Trump administration caused U.S. customs revenue to surge to $215.24 billion in fiscal year 2025, an increase of nearly $120 billion compared to 2024 and almost $100 billion higher than the 2022 peak of $117.49 billion.
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Thrasio's collapse doesn't prove that consolidating Amazon brands was a bad idea; it demonstrates that executing the strategy during an unprecedented capital bubble made success nearly impossible.
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