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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OpenAI's Instant Checkout feature turns ChatGPT into a direct and instant threat to Amazon's most profitable business segment as it launches what will almost certainly be a billion-dollar GMV marketplace shortly after launching.
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Chinese sellers now represent 50.03% of Amazon's global active seller base, marking the first time they've crossed the 50% threshold across all of Amazon's international marketplaces. But while Chinese sellers have won the numbers game, American sellers maintain an edge in revenue generation.
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If agentic is the future of AI-driven commerce, Amazon just took yet more significant strides ahead of its competition. Its newly enhanced Seller Assistant has evolved from a reactive support system to an autonomous business co-pilot, marking Amazon's most ambitious leap into agentic commerce yet.
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Amazon's recent earnings report reveals its fundamentally different approach to artificial intelligence compared to Shopify's platform strategy. Amazon predominantly builds AI to optimize the experience of its customer – the shopper, whereas Shopify builds AI to optimize performance for its customer – the merchant.
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