In 2026, Amazon is no longer a platform for quick flips and viral stunts. According to Marketplace Pulse’s latest Amazon Marketplace Trends Report, the platform is consolidating—favoring sophisticated, data-driven sellers while filtering out casual players. While Gross Merchandise Volume (GMV) continues to rise, the number of active sellers is shrinking, revealing a stark truth: success on Amazon now demands operational excellence.
The Winners: Systems, Not Stunts
Million-dollar sellers are multiplying, but they’re not winning by chance. Today’s top Amazon operators rely on systems: clean catalogs, accurate inventory, disciplined advertising, and analytics that translate signals into action.
“Easy money” is over. In its place is a marketplace that behaves like a performance filter—elevating brands that play the long game.
U.S. Still the Smartest Launchpad
Despite global reach, the U.S. remains the best launchpad for new Amazon brands—especially those in niche categories. Fast review velocity, buyer trust, and depth of demand create early traction that compounds into better rankings, cash flow, and ad performance.
While cross-border growth remains underused, sellers who localize effectively and build compliant logistics systems unlock blue ocean opportunities in Europe, Canada, and beyond.
China’s Rise and U.S. Seller Resilience
Chinese sellers are growing in share, thanks to vertically integrated manufacturing-to-marketplace pipelines. Yet U.S. sellers still lead in revenue per seller and customer retention, fueled by stronger brand-building, better storytelling, and tighter feedback loops between data and action.
The 2026 Playbook
- Treat inventory accuracy as your ad budget’s foundation
- Use data to iterate—don’t guess
- Localize if you expand
- Build patience into your strategy—it compounds
Amazon is now a retail ecosystem, not a gold rush. Those who master its complexity will own the next decade of ecommerce.
