This is it, the year is almost over and retailers are hoping to capture the last few weeks before Christmas. Overall November has been a growth month, with many sellers improving their sales. For many sellers November results is a good indication how well they will do in December, the most important month in retail.

November had Black Friday and Cyber Monday as part of 5-day long shopping weekend, this year Amazon sellers generated over $1 billion sales based on our estimate that Amazon captured 25% or more of all online sales during the long weekend.

In October it was all about Halloween, but it immediately switched to Christmas gifts buying once the month was over. Sellers like JAF GIFTS or Christmas Central are first to have massive growth because of it. Or Cards Against Humanity, LLC which sells only a dozen products, but always has a surge before Christmas.

We expect the upcoming December list to be dominated by Christmas sales. The first three weeks of December are key before it is too late to ship products in time for Christmas.

The trend we are noticing is sellers focused on a specific category of products, like Christmas gifts, having the best pricing and products. Big sellers with thousands of brands are having a hard time competing with so many niche sellers. Amazon built the marketplace because it realized that it can never have as many good deals as thousands of smaller retailers could achieve, now years later big sellers are growing so large that the cycle is repeating with new small sellers taking their sales.

We used feedback growth as a method to estimate how much a seller has been able to grow their sales. Feedback growth is calculated by comparing feedback ratings amount on November 1st and November 30th. The table below is top 100 sellers ranked by the growth rate.

Click here to read the previous October 2016 Report.