STATE OF THE AMAZON SELLER 2025
Goals, challenges, and strategies for selling on Amazon in 2025.
Access the report
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
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.
For more information, specific data requests or media assets, or to reach the report’s authors, please contact us at [email protected].
Jungle Scout for brands & retailers
Jungle Scout Cobalt empowers brands and retailers with a powerful suite of ecommerce tools designed to drive growth, maximize sales, and optimize digital shelf performance on Amazon. Comprehensive data analytics, built-in advertising automation, and intuitive visualizations provide straightforward answers to critical ecommerce questions, turning insights into action.
Jungle Scout Data Cloud gives big box retailers and investors access to millions of Amazon data points including sales estimates, historical search volume, share of voice, product insights, and more. Data Cloud offers needed scalability and flexibility by providing a way to get Jungle Scout’s industry-leading data, with the ability to analyze and visualize that data using the tools of their choice.
Jungle Scout for sellers & SMBs
Jungle Scout is the leading platform for first-time and established ecommerce sellers, supporting more than $50 billion in annual Amazon revenue. Founded in 2015 as the first Amazon product research tool, Jungle Scout today features a full suite of best-in-class business management and market intelligence solutions to help sellers jumpstart and grow their ecommerce business.
Jungle Scout Competitive Intelligence helps sellers and brand owners identify and outperform key competitors on Amazon, ensuring that every minute and dollar invested in their business is focused on effectively increasing sales.