U.S. e-commerce grew 9.8% year over year in the first quarter of 2026, nearly double the rate posted in each of the prior four quarters. It was the strongest quarter in over two years, yet weaker than it sounds.
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Amazon's average traffic per active seller climbed 25% in the past year to 3,544 monthly visits, accelerating sharply from the 31% rise the metric posted across the prior four years combined.
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Amazon Haul, Amazon's direct-from-China section for items under $20, has reached over 3,000 sellers since launching in November 2024, establishing itself as a credible competitor to Temu and Shein, though still smaller in scale.
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Fewer than 8,000 sellers now generate half of Amazon's estimated $300 billion in U.S. third-party GMV – roughly 68% of total U.S. sales – representing just 1.6% of the active seller base.
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ust 165,000 new sellers launched their first product listing on Amazon.com in 2025 - the lowest annual total since Marketplace Pulse began tracking active new sellers in 2015, and down 44% from 2024.
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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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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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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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