Over the final few a long time, Amazon has experienced a calm transformation—one that most dealers haven’t completely recognized however. Whereas the features center on developing competition, moving calculations, and rising advertisement costs, the genuine information tells a somewhat diverse story.
Amazon is now less crowded than it was in 2021. And for serious, long-term sellers, that could be a golden opportunity.
Let’s unpack what’s really happening on the platform—and what it means for those of us building sustainable brands on Amazon.
The Seller Landscape is Shifting
It might show up abnormal, but without a doubt in show disdain toward of the truth that almost a million unused sellers select on Amazon each year, less of them are remaining around. Between 2021 and 2025, the number of energetic Amazon merchants dropped from 2.4 million to underneath 1.9 million. That’s a essential decline—nearly half a million less merchants competing for thought.
Why the drop?
Amazon is no longer the “easy money” marketplace it once appeared to be. The days of slapping up a private-label product and watching the sales roll in are long gone. Today’s Amazon requires real strategy, better branding, consistent optimization, and smarter advertising. Many new sellers simply aren’t prepared for that level of commitment—and they quietly exit.
More Traffic, Fewer Sellers
Here’s where it gets interesting.
Because there are fewer active sellers, but more shoppers than ever, each seller is seeing more potential traffic. In 2021, the average Amazon seller attracted about 2,162 visits per month. By 2025, that number has jumped to 2,837. That’s a 31% increase in visibility—without having to do anything differently.
In other words, if you’re still active and optimized, you’re likely seeing more traffic just by staying in the game.
And this uptick isn’t just theoretical. Amazon’s revenue tells the same story. The company’s sales grew from $470 billion in 2021 to $638 billion in 2024—a 36% increase. That growth has to go somewhere, and increasingly, it’s flowing to third-party sellers.
The Rise of Third-Party Sellers
Third-party sellers—individuals and businesses who utilize Amazon’s commercial center to offer their claim products—now account for 62% of all things sold on Amazon. That’s the most noteworthy it’s ever been.
It’s a clear sign that Amazon proceeds to move its center toward empowering venders, not fair overwhelming with its claim brands. Whereas competition remains furious, Amazon is clearly inclining into its part as a facilitator of ecommerce instead of fair a retail mammoth.
This too implies the obstruction between victory and disappointment is presently how you sell—not whether you’re on Amazon at all.
Longevity is a Serious Advantage
One of the most overlooked insights in the current Amazon landscape is this: 60% of the top 10,000 sellers joined before 2019.
This statistic says a lot. It tells us that long-term sellers who’ve learned to adapt, evolve, and ride the platform’s many changes are the ones still thriving. They’ve built review equity, brand recognition, and operational resilience—advantages that newer sellers struggle to catch up to.
Success on Amazon has always been a moving target. But it’s also become more rewarding for those willing to stay consistent, keep learning, and keep showing up.
What This Means for Sellers in 2025
The takeaway here isn’t that Amazon has suddenly become easy again. It hasn’t. If anything, it’s more complex than ever.
But it is less saturated. And for committed sellers with a clear strategy, this environment offers more upside than we’ve seen in years.
That might mean revisiting your product catalog to focus on higher-margin SKUs. It could mean doubling down on advertising efficiency or re-optimizing your listings for mobile and voice search. It definitely means building a real brand—because brand is what gives you leverage over time.
Personally, I’m treating this data as confirmation: the sellers who stay sharp and stay consistent will see increasing rewards. The window of opportunity is still open—but only for those treating Amazon like the serious business it has become.
Final Thoughts
Amazon is evolving fast. Yes, the platform is tougher than it was in 2021—but it’s also more mature, more scalable, and more rewarding for sellers who adapt.
If you’re willing to invest in real strategy, long-term thinking, and customer experience, there’s more opportunity today than there was four years ago.
So here’s the question:
Are you treating your Amazon business like a short-term hustle—or like a brand that’s built to last?
