Goals, challenges, and strategies for selling on Amazon in 2025.

Jungle Scout’s annual survey of nearly 1,500 entrepreneurs, brands, and businesses that have leveraged the massive global retail platform of Amazon.

This research examines the current state of selling on Amazon, covering businesses ranging from individual sellers and SMBs to large global brands. It explores what they’re selling, how they’re advertising, and how their strategies are changing in response to ecommerce growth and global economics.

With insights into different business models, fulfillment strategies, profit margins, and product categories, this report provides a clearer view of the competitive forces shaping the Amazon marketplace. Learn how third-party sellers, macroeconomic forces, and Amazon’s own initiatives are influencing the broader retail landscape — and what it means for your brand’s strategy.

KEY FINDINGS

of brands, retailers, and SMBs are worried about 3P sellers on Amazon.

of businesses cite rising costs as a top challenge for selling on Amazon in 2025.

fewer businesses are sourcing from China, while sourcing from the U.S. has nearly doubled.

KEY INSIGHT | TOP CHALLENGES

More than one-third of brands selling on Amazon are worried about rising costs in 2025

From shipping to advertising, inflated expenses have nearly 40% of enterprise brands concerned about their profitability this year.

38% cite higher shipping costs as a top challenge

34% are struggling with the rising cost of goods

32% say growing advertising expenses are a concern

DEMOGRAPHICS

Who we surveyed

Ecommerce professionals at every level — spanning all genders, ages 18 to 65+, and more than 20 countries..

42% ecommerce professionals at large brands and retailers

36% Amazon sellers, brand owners, founders, and CEOs

22% ecommerce resellers, agencies, and investors

STATE OF THE AMAZON SELLER 2025

See how brands are competing on Amazon

About the Report

Methodology

Between January 10, 2025 – January 27, 2025, Jungle Scout surveyed nearly 1,500 Amazon sellers and businesses, including prospective and former sellers. In total, respondents represent more than 20 countries and all relevant Amazon product categories. They are from ages 18 to 80+ and all genders and levels of education. This report focuses on two tiers of Amazon businesses: solo sellers and small-to-midsize businesses (SMBs), and enterprise brands and retailers. The survey was conducted in English only. See the full report for more details.

Using the data

We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout” and a link to this page.