In 2025, new Amazon seller registrations fell to their lowest point in a decade. While this may sound like a setback for newcomers, it actually signals a shift that strategic sellers can use to their advantage.
The latest data reveals that fewer sellers are entering the marketplace, but those who are have a significant advantage. With more than 100,000 sellers generating over $1 million annually, it’s clear that Amazon is becoming a platform for the experienced and operationally efficient.
But what does this mean for you, the seller?
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The Key Takeaways from the 2025 Data
- Traffic per seller increased by 31%.
- Revenue concentration is growing: More than 100,000 sellers now make $1M+, up from 60,000 in 2021.
- Fewer new entrants mean increased competition and higher operational expectations.
The reality is that Amazon is rewarding sellers who can optimize their listings, manage advertising, and optimize inventory effectively.
For those who can adapt, this is an opportunity to rise above the noise.
Why Amazon’s Shifting Marketplace Is Important for Sellers
The market is consolidating around high-quality sellers. Here’s why it matters:
- Less Competition: While fewer new sellers are entering, this actually increases your visibility if you focus on optimization.
- Higher Conversion: Optimized listings and PPC campaigns get more clicks and higher conversion.
- Sustained Growth: Revenue is concentrated among top sellers. Fewer sellers are now controlling the majority of the marketplace traffic.
How Big Internet Ecommerce Helps You Stay Ahead
We specialize in helping sellers optimize their listings, improve PPC campaigns, and streamline inventory management. With over 15 years of experience in the Amazon space, we know how to get your products in front of the right customers — and keep them there.
We help you navigate the changing marketplace, keep your strategy ahead of the competition, and ensure you get the best results possible.
Book a call with us today to learn how we can help you scale in this evolving Amazon landscape.
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