For years, analysts had wondered when Amazon would reach a point at which its sales growth finally flattened. If the latest quarterly report from the company is any indicator, that point remains nowhere in sight. Amazon said it generated a 13 percent year-over-year increase in total sales in the third quarter of 2025, once again outdoing expectations and reinforcing its dominance in global eCommerce.
This is not about an increase in numbers but about how Amazon continuously develops its marketplace, logistics, and advertising ecosystem in such a way that it has deep impacts on third-party sellers and brands alike, worldwide.
A Closer Look at the Numbers
In all, Amazon’s third-quarter performance told a story of broad, balanced growth. Sales climbed 11 percent in North America to 106.3 billion dollars, while international markets grew even faster, up 14 percent to 40.9 billion. The real star, however, was AWS, or Amazon Web Services, which jumped 20 percent to hit 33 billion dollars in revenue.
Net income also soared 38% to $21.2 billion, showing not only strong sales but also the improved efficiency across Amazon’s operations. For context, these gains come at a time when global retail has faced economic pressure, rising ad costs, and changing consumer behavior. That Amazon could grow in that environment shows how deeply its infrastructure and innovation have become embedded in how people shop and how businesses operate.
Sellers at the Heart of Amazon’s Ecosystem
One of the key points from the report is that third-party vendors now make up 62% of all paid ads on Amazon. This number has been going up over the past few years, and it shows something important: Amazon’s growth is heavily connected to the independent sellers who use its platform.
The company is fully committed to this partnership.
Over 1.3 million active sellers are using Amazon’s new AI tools to improve product listings, write better descriptions, and create more eye-catching images. For many small and medium-sized businesses, these tools are a big help. They save time and allow for better quality without needing a large marketing team.
This move towards AI-powered creativity also shows where Amazon is headed.
It’s not just about making shipping faster or getting products to customers quicker. It’s about changing how sellers create content, run ads, and interact with buyers.
Faster Delivery and a Wider Reach
Amazon’s logistics network also continues to evolve at a pace few can match. The company expanded Same Day and Next Day delivery options to 60 percent more rural areas in Q3, a move that makes Prime’s value proposition stronger for millions of new households. It also plans to reach more than 2,300 grocery delivery locations by the end of the year, signaling a deeper investment in local fulfillment and everyday convenience.
These upgrades are not just about customer satisfaction; they directly influence seller performance. Faster delivery improves conversion rates, reduces return risk, and increases the chances of winning the Buy Box. For sellers, it’s another reminder that operations and speed matter just as much as product quality and advertising.
Beyond Amazon: Expanding the Ecosystem
The most exciting thing is perhaps how Amazon is extending beyond its website. Currently, Multi-Channel Fulfillment supports sellers selling on Walmart, Shopify, and even SHEIN today. This would allow brands to handle their products and shipping more flexibly across different locations where they sell.
At the same time, Amazon Advertising is expanding into new areas, such as Netflix, Spotify, and SiriusXM. This sort of off-Amazon advertising could fundamentally change the way sellers reach customers. It lets them show their products in places where they couldn’t reach customers before. This shows that Amazon wants to be more than just an online store—it wants to be a bigger part of media and shopping altogether.
What It Means for Sellers
For those running brands and stores on Amazon, these developments mean both opportunity and pressure. While growth is accelerating on the platform, so too is competition. Success will come from how well sellers adapt to new tools provided by Amazon, data-driven advertising, and integrated logistical systems.
The future of selling on Amazon won’t be about listing optimization or keyword bidding; it’s going to require stronger storytelling, smarter inventory management, and using AI and analytics to refine strategy continuously. The sellers who think like brands—not just merchants—will find the most room to grow.
Final Thoughts
More than a financial update, Amazon’s Q3 2025 report is a snapshot of where global eCommerce is headed: faster, smarter, and more interconnected across channels and media. To sellers, it is a very exciting-but also demanding-moment: the tools to grow have never been that strong, but using them well requires strategy and adaptability.
Only those who realize that Amazon is no longer just a marketplace but a full-scale growth ecosystem will be primed for success in the next era of digital retail.
