Amazon Celebrates 25 Years with Sellers — The Good, the Bad, and the Ugly
Twenty-five years ago, Amazon made a bold move that reshaped retail: opening its doors to independent sellers. What started as an experiment has since generated over $2.5 trillion in cumulative sales, created 2 million U.S. jobs, and shifted the balance of eCommerce power forever. Today, more than 60% of all Amazon sales come from third-party sellers — proof of how central entrepreneurs have become to the platform’s success.
The Good
Amazon’s announcement was designed to celebrate that success story. Over the years, programs like FBA, Brand Registry, and Amazon Ads have helped small brands scale faster than ever. The platform’s growing suite of AI tools — including its new agentic Seller Assistant — now supports sellers in creating listings, generating creative assets, and managing operations automatically. For many, Amazon remains the most powerful growth engine in retail history, transforming side hustles into global brands.
The Bad
Still, many sellers didn’t join in the celebration. In the YouTube comments under Amazon’s anniversary video, hundreds voiced frustration over rising fees, storage limits, delayed reimbursements, and opaque policy changes. Longtime partners argue that the relationship feels increasingly one-sided — with Amazon prioritizing customer satisfaction and platform profits at the expense of seller margins and autonomy.
The Ugly
Some comments cut deeper, describing the platform as “a monopoly,” “a mafia,” and “an abuser of its partners.” Sellers accused Amazon of using their data to source and undercut products, while others cited unfair listing suspensions and blocked inventory removals. The general sentiment: Amazon’s public gratitude doesn’t match the day-to-day experience of many who helped build the platform from the ground up.
Seller Takeaway
Amazon’s 25-year milestone highlights both the power and the pressure of selling on the world’s largest marketplace. The opportunity remains massive, but so do the challenges. Sellers who treat Amazon as one part of a broader channel strategy — diversifying into DTC, Walmart, and emerging marketplaces — will be best positioned to balance growth and control.
Amazon Introduces A+ Shoppable Collections — A New Era for Product Discovery
Amazon is phasing out the static Brand Story module in favor of a more dynamic, conversion-focused format: A+ Shoppable Collections. This update allows registered brand owners to showcase curated, clickable carousels within the “From the Brand” section of their listings — a powerful new lever for product visibility and cross-selling.
What’s Changing
The new Shoppable Collections module turns the Brand Story space into an interactive shopping experience. Instead of telling your brand’s story in a static layout, you can now feature 6–10 product cards highlighting best sellers, highly rated items, or seasonal collections. Each card links directly to its product page or your Brand Store, helping customers browse and buy without leaving the listing.
Amazon also now automatically applies deal badges, pricing, and out-of-stock replacements, reducing the need for manual updates. These features are positioned to boost discoverability and conversion by placing related products front and center — a major upgrade for brand storytelling and catalog cohesion.
Why It Matters for Sellers
This rollout effectively merges branding and sales strategy. Sellers who adapt quickly can turn this space into a cross-selling engine, increasing average order value and keeping shoppers within their ecosystem longer. Those who don’t update risk losing control of one of the highest-visibility areas of their listings, as Shoppable Collections will replace existing Brand Stories once activated.
How to Navigate the Update
- Prioritize best sellers or top-rated products for stronger click-through and conversion.
- Use lifestyle images or short videos to demonstrate real-world use cases and increase engagement.
- Keep headlines clear and concise — treat each card as a micro-ad for your brand.
- Design for flow: mix templates and use background colors that align with your brand palette.
- Audit your existing Brand Story modules now — if they’re live, plan a phased transition to Shoppable Collections to avoid downtime or lost placement.
Team Note
For our clients, this update is an opportunity to refresh A+ content strategy and leverage existing brand visuals more effectively. As we update listings, our focus should shift from storytelling alone to guided product discovery — showing shoppers what to buy next, not just who the brand is.
Walmart Tightens Product Categorization and Attribution Rules — Here’s What Sellers Need to Know
Walmart Marketplace is sharpening how it classifies and attributes product data — a move designed to improve search visibility, catalog accuracy, and how items appear both on Walmart.com and in external search results like Google. While these changes streamline customer experience, they also put more responsibility on sellers to get categorization right from the start.
What’s Changing
When listing products — whether individually or in bulk — sellers must now correctly define three levels of classification: Product Category, Product Type Group, and Product Type. These determine which item attributes are required and how Walmart’s algorithm classifies the product across search, browse, and shelving.
- Product Category: Broad classification (e.g., Animals)
- Product Type Group: Sub-category with shared properties (e.g., Animal Grooming)
- Product Type: Specific item type that drives required attributes (e.g., Animal Shampoo)
If your listing ends up in a Default or Miscellaneous category, you’ll need to request reclassification through Seller Center under Growth → Listing Quality → Report Issue.
Why It Matters for Sellers
Accurate item attribution is now directly tied to search ranking and discoverability. Products missing or misclassified attributes are less likely to appear in key search placements and could be buried in irrelevant categories. Walmart’s internal classification may override what sellers choose during setup — meaning the platform ultimately decides your item’s placement unless your data matches its standards.
Attributes like color, material, size, and product type also play a growing role in how Walmart populates comparison charts and filters. Incomplete or generic data not only hurts visibility but may also reduce eligibility for promotions, ad placements, and SEO indexing on Google.
How to Navigate These Updates
- Audit product types and attributes regularly — especially across top-performing SKUs.
- Reference Walmart’s Content Standards Overview before item setup to confirm category mapping.
- Use high-quality, keyword-aligned attributes consistently in your title, key features, and description.
- Leverage the Listing Quality Dashboard to flag and correct default classifications.
- Register your brand in Walmart’s Brand Portal to gain content priority and reduce overrides.
Team Note
For BellaVix clients, this means a renewed focus on data precision. As Walmart automates more of its content curation, sellers with clean, attribute-rich data will gain stronger organic visibility. When managing catalog uploads or optimizations, ensure category, type, and attribute mapping align with Walmart’s taxonomy — this is now foundational to performance.
NRF Predicts 2025 Holiday Sales to Surpass $1 Trillion for the First Time
The National Retail Federation (NRF) is forecasting a record-breaking holiday season, projecting that U.S. retail sales in November and December will top $1.01–$1.02 trillion — the first time in history that holiday spending crosses the trillion-dollar threshold.
The NRF expects growth between 3.7% and 4.2% over 2024, signaling that despite ongoing inflation and a soft labor market, consumers are still spending. Last year’s sales rose 4.3% to $976.1 billion, making this another strong year for retailers.
Why It Matters for Sellers
Even as consumer confidence remains mixed, shoppers continue prioritizing gifting and experiences, reallocating spending from nonessential categories. Retailers who lead with value messaging, competitive pricing, and early promotions will likely capture share from price-sensitive shoppers.
The NRF also predicts lower seasonal hiring this year — between 265,000 and 365,000 jobs compared to 442,000 in 2024 — as many retailers staffed up earlier to support October’s “pre-holiday” sales events. This underscores how major players like Amazon and Walmart are extending holiday campaigns earlier each year, pushing sellers to adjust ad pacing and inventory readiness before November.
Headwinds to Watch
Persistent inflation and new tariff-driven price pressures remain concerns, with retailers absorbing costs to maintain price stability. Additionally, the ongoing federal government shutdown could dent short-term consumer confidence and delay spending if it drags deeper into Q4.
Key Takeaways for eCommerce Sellers
- Frontload campaigns: With early retail events shaping demand, sellers should align inventory, ads, and fulfillment well before Black Friday.
- Highlight affordability: Value-based messaging, bundles, and flexible pricing can capture cautious but motivated shoppers.
- Leverage gifting language: Optimize titles, bullets, and storefront banners for “holiday,” “gift,” and “seasonal” search terms starting mid-November.
- Stay flexible: Monitor sales velocity weekly; adjust bids and budgets dynamically based on demand spikes and stock levels.
Seller Outlook
While macro uncertainty lingers, the trillion-dollar milestone reflects the strength of U.S. consumer spending and the continued rise of online retail. For Amazon, Walmart, and Shopify sellers alike, the opportunity this season is clear — those who plan early, price smartly, and execute cleanly stand to win big.
Amazon Launches “Haul” Holiday Sale to Counter Alibaba’s 11.11 Festival
Amazon is making a strategic move to capture early holiday traffic — and to take a swing at Alibaba’s annual 11.11 Global Shopping Festival — with an aggressive new round of ultra-low pricing through its Amazon Haul storefront and app.
What’s New
The “Amazon Haul” sale, running through November 11, offers products for as little as $0.11, a subtle nod to Alibaba’s 11.11 “Singles Day.” The event spans fashion, home, lifestyle, and electronics categories, all priced under $20. Amazon Haul operates as a dedicated discount destination with its own search, cart, and checkout experience — effectively functioning as Amazon’s response to Temu and Shein.
Since its launch in late 2024, Haul has expanded to 25 global markets (under the “Amazon Bazaar” name in select regions) and now features tiered incentives:
- 5% off orders over $50
- 10% off orders over $75
- Free shipping on orders over $25
This pricing strategy positions Amazon to capture value-conscious consumers looking for deals amid inflation and tariff-driven cost increases.
Why It Matters for Sellers
This is Amazon’s most direct attempt yet to compete in the ultra-budget space, appealing to shoppers traditionally targeted by Chinese marketplaces. While Haul primarily features low-margin items, it signals Amazon’s broader intent to reclaim price-sensitive market share and retain shoppers drawn to Temu-style pricing and discovery-based shopping.
Sellers should view Haul as a testbed for clearance inventory, low-cost giftables, and trend-driven microproducts that can scale through high volume rather than high margin. However, brand owners should note that Haul listings differ from standard Amazon storefront visibility, with slower fulfillment windows (1–2 weeks) and separate merchandising.
Strategic Takeaways for eCommerce Brands
- Consider participation selectively: Haul favors volume-based sellers with lightweight, low-cost SKUs. Premium brands may want to avoid potential pricing dilution.
- Leverage microbundles: Group low-cost complementary products under gift or “under $20” collections to ride the trend without eroding brand positioning.
- Watch global expansion: Haul’s rollout in 25+ markets (as Amazon Bazaar) could reshape how budget products enter international ecosystems in 2026.
- Prepare for compression: Haul’s existence puts downward pressure on pricing expectations, especially in home, fashion, and consumer goods — even outside the platform.
Seller Outlook
Amazon’s $0.11 promotion isn’t just marketing flair; it’s a statement. The marketplace giant is signaling that price competition is back at the forefront of eCommerce strategy — and this time, it’s fighting Temu and Alibaba on their home turf.
Walmart Opens Walmart+ Badge to Self-Fulfilled Sellers
Walmart is officially allowing Marketplace sellers who self-fulfill to display the Walmart+ badge on their listings — a major change that mirrors Amazon’s Seller-Fulfilled Prime model and expands visibility for non-WFS sellers.
What’s New
Sellers no longer have to use Walmart Fulfillment Services (WFS) to access the Walmart+ shopper base. The Walmart+ badge — long reserved for WFS listings — can now appear on products fulfilled directly by sellers who meet performance and delivery standards.
To qualify, sellers must:
- Be U.S.-based
- Offer free shipping to Walmart+ members within 3 calendar days or less
- Maintain 90%+ On-Time Delivery and a Seller Cancellation Rate below 2.5%
Walmart says the badge signals trust and reliability, helping listings rank higher in search and gain inclusion in promotional events. The program gives sellers access to Walmart’s most loyal, high-intent shoppers, without requiring full WFS integration.
Why It Matters for Sellers
This change levels the playing field for high-performing third-party sellers who prefer to manage their own fulfillment or use 3PL partners. By combining free, fast shipping with the Walmart+ badge, sellers can boost both discoverability and conversion — two key levers historically dominated by WFS accounts.
It also signals Walmart’s push to expand its Prime-style ecosystem without overloading its logistics network. The move could help the retailer compete with Amazon’s same-day capabilities while keeping its marketplace flexible for sellers with diverse fulfillment setups.
Best Practices for Sellers
- Audit your logistics setup to confirm 3-day nationwide delivery is achievable.
- Use the new shipping calculator in Seller Center to compare carrier rates and speeds for cost control.
- Monitor performance metrics closely — missed delivery SLAs could risk badge removal.
- Highlight “Free for Walmart+ Members” in your creative assets to drive conversion lift.
Team Note
For BellaVix clients, this is an important shift. High-performing 3PL or hybrid-fulfillment sellers can now compete directly with WFS listings for visibility, especially during Q4. As Walmart continues rewarding operational excellence, our focus should remain on fast fulfillment, low cancellation rates, and free shipping thresholds to help listings qualify.
Regex in Google Search Console Reveals ChatGPT-Driven Queries
A growing share of Google searches now originates from ChatGPT’s browsing mode and agentic AI tools, prompting marketers to look closer at how their sites appear in these AI-driven query patterns. Ann Smarty’s recent analysis shows how sellers and SEO teams can identify these signals directly inside Google Search Console (GSC) and Google Analytics 4 (GA4) using regular expressions (regex).
What’s New
ChatGPT and similar AI models increasingly pull data from Google to answer user prompts — often conducting multiple, detailed searches per prompt. These “agentic” searches are generally longer, more structured, and transactional, often focused on reviews, pricing, and comparisons.
How to Spot Them in GSC
Sellers can filter likely AI-generated queries using regex patterns under Performance → Add Filter → Query → Custom (regex).
Examples include:
Long queries:
([^” “]*\s){10,}?
- This detects queries longer than 10 words — typical of ChatGPT prompts.
Transactional or review-focused queries:
\b(review|reviews|reddit|rating|feedback|price|buy|cheap|discount|order|compare|vs|versus)\b
Informational queries (how-to, guides, etc.):
\b(guide|tutorial|how to|step by step|tips|tricks|definition)\b
Using GA4 to Track ChatGPT Traffic
You can pair GSC data with GA4 to identify which pages ChatGPT cites most often:
- Go to Reports → Engagement → Pages and Screens
- Filter by Session source/medium → Contains “chatgpt”
- Apply and export results for deeper correlation with your GSC data
This reveals which URLs are generating visibility in AI summaries and which types of content attract LLM queries (e.g., reviews, guides, or comparisons).
Why It Matters for eCommerce Sellers
Understanding how AI tools source content will become essential for SEO strategy and brand visibility. Sellers whose content answers detailed prompts — like “best value home gym sets” or “compare natural face cleansers vs chemical” — are more likely to be surfaced by ChatGPT when it builds product recommendations or price analyses.
Action Plan
- Audit long-tail keyword data: Use regex to segment AI-style queries from human ones.
- Create “citable” content: Guides, product comparisons, and tutorials now double as AI training fodder.
- Optimize for context: Include clear product specs, prices, and verified brand data to improve LLM trust.
- Monitor referral patterns: GA4’s ChatGPT traffic filter can confirm when your content is being surfaced in AI answers.
Team Note
This development reinforces the value of educational and comparison-driven content. As ChatGPT becomes a discovery layer for shopping research, eCommerce brands that produce authoritative and structured content — especially within Amazon and DTC blogs — can gain outsized exposure even before the user reaches a traditional search result.
Amazon Sues Perplexity Over AI Shopping Agents — Draws Line on Agentic Commerce
Amazon has filed a lawsuit against Perplexity AI, alleging its Comet shopping agents accessed and made purchases on Amazon’s platform without authorization — essentially impersonating real users. The suit, filed in Northern California, claims Comet disguised itself as a Chrome browser and misused Prime benefits, violating computer fraud and abuse laws.
What Happened
After issuing a cease-and-desist letter, Amazon accused Perplexity of covertly bypassing its systems to automate purchases and scrape listings for pricing data. The company argues that these actions pose security risks and distort price accuracy, undermining the shopping experience.
Perplexity countered that Amazon’s position “threatens user choice,” asserting consumers should be free to use assistants to shop on their behalf. It also accused Amazon of prioritizing ads and upsells over fair comparison shopping.
Amazon’s Position
Amazon says it isn’t rejecting AI-driven commerce — it’s rejecting unauthorized use. CEO Andy Jassy recently voiced optimism about agentic shopping, referencing Rufus, Amazon’s internal AI shopping assistant, as a sign of its commitment to the space. Still, he emphasized that any third-party partnerships must ensure “a good customer experience” with accurate pricing, personalization, and delivery data.
Why It Matters for Sellers
This lawsuit represents one of the first major legal tests around AI shopping agents, which autonomously search, compare, and purchase products online. If Amazon prevails, it could limit how third-party AI agents interact with its marketplace — centralizing control of AI-driven discovery under Amazon’s own systems.
For sellers, that means:
- Tighter API controls and bot detection to prevent unauthorized data scraping.
- Increased visibility for Amazon-approved AI integrations (like Rufus) while external agents lose access.
- A potential delay in cross-platform agentic commerce, where AI tools freely recommend products across marketplaces.
Editorial Perspective: Amazon’s Closed Approach May Be a Strategic Misstep
In my view, this move feels mis-timed. While Amazon doubles down on Rufus and lawsuits to control the ecosystem, Walmart is moving in the opposite direction — and winning early.
According to Digiday, roughly 20% of Walmart’s referral traffic — and as high as 31% in some reports — is now being driven by ChatGPT and other conversational agents. Walmart isn’t fighting this trend; it’s leaning into it. By embracing open chat ecosystems, it’s capturing discovery-level traffic from shoppers searching through AI platforms before they ever reach a retail site.
Amazon, meanwhile, is tightening access, betting that Rufus alone can compete with open-agent networks. That strategy may protect short-term control, but it risks missing the broader shift toward AI-assisted discovery and external referral growth — the very channels driving Walmart’s surge.
For Sellers, This Means:
- Amazon sellers should optimize listings for Rufus integration, using detailed specs, pricing clarity, and conversational keywords.
- Walmart sellers have an emerging advantage — listings with rich metadata and natural-language copy are already surfacing in ChatGPT-led discovery.
- The future of retail discovery is conversational, not search-based. Brands that prepare for this shift now will win visibility across the next wave of AI-powered shopping.
Final Take
Amazon’s lawsuit shows how seriously it’s guarding its walled garden — but it may be guarding it too tightly. As conversational commerce grows, platforms like Walmart that welcome AI intermediaries could redefine the discovery funnel. Rufus might keep Amazon competitive, but it won’t be enough to stop the momentum of open-agent ecosystems already reshaping where — and how — shoppers start their journeys.
U.S. Ports Signal a “Goods Recession” as Tariff Tensions Slow Imports
New data from Descartes Systems Group and the National Retail Federation show a clear slowdown in U.S. container imports heading into the holidays — a warning sign that retail supply chains are bracing for softer consumer demand and ongoing tariff uncertainty.
What’s Happening
In October, U.S. ports handled 2.31 million TEUs, down 0.1% from September and 7.5% year-over-year, marking only the second October in the past decade to show a month-over-month decline. The NRF and Hackett Associates forecast even sharper drops of 14.4% in November and 17.9% in December, potentially making December 2025 the weakest import month since March 2023.
Experts attribute the slowdown to rising tariffs, regulatory unpredictability, and front-loaded shipments earlier in the year. Many retailers accelerated imports before anticipated tariff hikes, resulting in well-stocked shelves now but a significant pullback in new orders.
Why It Matters for Sellers
This cooling import activity is part of what logistics analysts are calling a “goods recession.” Demand for physical products — especially discretionary categories like apparel, toys, and furniture — is easing as inflation and tariff-driven costs weigh on consumers. Retailers, meanwhile, are being cautious with inventory after a year of overcorrection.
For brands selling on Amazon, Walmart, and other marketplaces, this signals a few key shifts:
- Inventory over agility: Sellers should optimize for leaner inventory turns rather than bulk imports. Avoid overstocking ahead of uncertain Q1 2026 demand.
- Diversify sourcing: The U.S.–China tariff volatility continues to create cost risk. Brands with secondary suppliers in Vietnam, Mexico, or India will be better positioned if duties rise again.
- Plan for slower freight: With fewer container movements and weaker port volumes, carriers are likely to reduce capacity and adjust rates in early 2026.
Resilience Amid Volatility
While import softness suggests weaker goods demand, not every segment is cooling. The AI and data infrastructure boom is driving growth in electronics and component shipments, while essential categories like food and healthcare remain stable.
Port executives, like Mario Cordero of the Port of Long Beach, remain cautiously optimistic:
“We’re looking forward to a moderate increase in cargo in 2026, though much depends on tariff policy and consumer prices.”
Still, Hackett Associates warns that 2026 could begin with another 9–17% year-over-year decline in imports, continuing a trend of subdued freight demand.
The Takeaway for eCommerce Sellers
Sellers should treat this as a recalibration year — where operational precision and cash flow management matter more than aggressive expansion. With “goods recession” signals emerging, brands that stay light, diversified, and data-driven will maintain an edge through uncertainty.
Amazon Expands Prime Video Ads With Location-Based Interactivity
Amazon is bringing a local edge to streaming ads with its newest Prime Video ad format — one that lets viewers interact directly with offers tailored to where they live.
What’s New
Advertisers can now run interactive video ads on Prime Video that include on-screen calls to action, such as “Sign up today” or “Send to phone.” The feature uses location-based targeting, ensuring that viewers only see offers they can actually access in their area.
For example, a car dealership can run an ad showing local inventory, an insurance provider can push quotes to nearby customers, or a restaurant can promote its nearest location.
Amazon describes this as part of a broader effort to “democratize access to premium streaming environments,” bringing local relevance to what was previously a national ad experience.
Why It Matters for Brands and Sellers
Prime Video now reaches more than 300 million monthly ad-supported viewers in the U.S., giving brands unprecedented access to localized streaming audiences. For businesses with physical footprints — from auto dealers to regional restaurant chains — this opens a new pipeline for direct engagement.
For eCommerce sellers, this signals Amazon’s growing investment in interactive, conversion-focused ad formats that blur the line between entertainment and shopping. The platform’s expanding CTV (connected TV) suite — including private auctions, dynamic pricing, and shoppable video — continues to evolve into a full-funnel performance channel.
Strategic Takeaways for Sellers and Advertisers
- Local Targeting Meets Streaming Scale: Prime Video’s new format bridges the gap between national exposure and regional reach, allowing advertisers to layer local context on high-value impressions.
- Interactive Engagement: Features like “send to phone” integrate cross-device continuity, connecting viewers directly to mobile experiences or product pages.
- Lower Entry Barrier: Amazon’s localized ad tools democratize streaming ad access, enabling smaller or regional businesses to compete alongside national brands.
- Omnichannel Opportunity: Sellers can sync these ads with Amazon DSP or Sponsored Display campaigns to retarget viewers later in the purchase journey.
The Bigger Picture
Amazon’s latest update shows it’s continuing to blur the boundaries between retail media and streaming television, turning Prime Video into a local commerce engine as much as a content platform. With 300 million ad-supported viewers and an expanding suite of interactive formats, it’s clear Amazon sees video as the next frontier of retail advertising.
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