How 2025 changed Amazon and what is in store for 2026

2025 didn’t reshape Amazon through one defining update, despite visible changes such as Amazon Fresh store closures and quieter shifts in how products are both discovered and ranked. It changed through a series of quieter shifts that, together, raised the bar for brands selling on the platform. Some adapted quickly. Others struggled to keep up. As we head into 2026, the direction of travel is clear.

What worked in 2025

Shoppers became more deliberate. They compared more, read reviews more carefully, and expected listings to clearly explain why a product was right for them. Brands that led with clear USPs, strong creative, and credible social proof were rewarded.

Perhaps the biggest differentiator, was preparation. Brands that planned early for Prime events and Q4 consistently outperformed those reacting late. Inventory readiness, tested campaigns, and refreshed creative mattered more than ever.

The challenges brands faced

Marketplace saturation increased again this year. More sellers, more lookalike products, and higher competition made visibility harder to maintain. Broad keywords and generic positioning stopped delivering the same results.

Rising costs also exposed weak foundations. Higher CPCs didn’t hurt everyone equally, they punished poor catalogue structure, weak differentiation, lack of Buy Box control, and messy PPC accounts. 2025 made one thing clear: Amazon no longer rewards “set and forget” strategies. Momentum, consistency, and ongoing optimisation are now, more than ever, essential (if you are looking to grow you account in 2026, please do drop us a message).

Where Amazon is heading

Amazon is becoming more performance-led and more selective in practice. Visibility is increasingly tied to relevance, conversion, availability, pricing consistency, and trust signals such as reviews. Short-term tactics can still drive spikes, but sustainable growth now depends on structure and control.

Why Q1 matters more than most brands think

January and Q1 are no longer quiet periods, particularly for health-conscious and lifestyle categories. This is when routines reset, habits form, and new brands are trialled. It’s also when businesses reassess suppliers and channel strategies. Momentum built in Q1 tends to compound, while a slow start is difficult to recover from.

Looking ahead at 17VERDE

At 17VERDE, we’re heading into 2026 working on some significant projects with ambitious brands. There’s a lot happening behind the scenes, and we’re looking forward to sharing more soon.

If 2025 was about understanding how Amazon has changed, 2026 is about executing strategy with even more clarity and confidence.

For support with your brand on Amazon, contact the 17VERDE team.