Amazon is pulling sellers back into its ecosystem. ⤷ As native capabilities impr
By Will Haire · April 2, 2026 · Curated by George's Blog
Amazon is pulling sellers back into its ecosystem.
⤷ As native capabilities improve, reliance on third-party tools is starting to decline.
→ What’s happening:
🔸 ~60% of sellers are cutting or consolidating tools
🔸 Cost pressure + stack simplification are driving the shift
🔸 Amazon is expanding across analytics, ads, and operations
🔸 Overlap between third-party tools and native features is growing
→ What’s not changing:
🔹 Top brands still rely on third-party tools for deeper insights and automation
🔹 Amazon’s native tools don’t fully replace specialized capabilities… yet
🔹 Data access and customization remain limited
→ What to do:
• Audit your stack for ROI
• Cut redundancy, not capability
• Use native tools where they add value
• Avoid over-simplifying at the expense of visibility
This isn’t about fewer tools.
⤷ It’s about using the right ones. On purpose.
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