Amazon reported $800 billion in GMV for 2025. But here's the number that matters
By Liranhirschkorn · February 11, 2026 · Curated by George's Blog
Amazon reported $800 billion in GMV for 2025. But here's the number that matters more for sellers.
New seller registrations hit a decade low — just 165,000 in 2025. Down 44% from last year.
Amazon has evolved from sellers starting private label brands with just $5k to an infrastructure for serious operators.
What changed:
• Higher barriers to entry (compliance, capital, expertise)
• Better enforcement against bad actors
• Advertising complexity
• Tariff pressures
The winners going forward aren't the ones who "figured out Amazon" in 2016. They're the ones who achieve excellence in supply chain, brand protection, advertising strategy, and omnichannel thinking.
If you're already established on Amazon, the moat just got deeper.
If you're thinking about launching, the bar is higher than ever — but so is the upside if you do it right.
Amazon isn't getting easier. It's getting more serious.