#223 Amazon Sellers Hit Decade Low in 2025… Is Amazon still worth it in 2026?
No, it's not too late. While the number of sellers has decreased, the opportunity for serious, well-prepared entrepreneurs is actually growing. Amazon is filtering out casual sellers, which means more revenue is available for those who are disciplined and have a solid plan.
Key Takeaways
- Fewer Amazon sellers means more opportunity for serious operators.
- The Great Compression is squeezing out casual and undercapitalized sellers.
- Disciplined entrepreneurs with strong systems and capital are winning on Amazon.
- Success on Amazon in 2026 requires more preparation and less experimentation.
- Total marketplace sales on Amazon continue to grow, even with fewer sellers.
Key Takeaway 1
Fewer Amazon sellers means more opportunity for serious operators.
Key Takeaway 2
The Great Compression is squeezing out casual and undercapitalized sellers.
Key Takeaway 3
Disciplined entrepreneurs with strong systems and capital are winning on Amazon.
Key Takeaway 4
Success on Amazon in 2026 requires more preparation and less experimentation.
Key Takeaway 5
Total marketplace sales on Amazon continue to grow, even with fewer sellers.
Is selling on Amazon still a golden ticket to e-commerce success in 2026?
Is selling on Amazon still a golden ticket to e-commerce success in 2026? You might have heard that the number of new sellers is the lowest it's been in a decade, and that might sound like a reason to stay away. But I'm here to tell you that's only half the story. In fact, for the right kind of entrepreneur, this is actually good news. If you're serious about building a real, sustainable business, the changes happening on Amazon right now could be the opportunity you've been waiting for. The game is changing, and those who adapt will be the ones who come out on top.
For years, Amazon was like the wild west.
For years, Amazon was like the wild west. Anyone could throw a product up and have a decent shot at making some money. But those days are over. Amazon is actively filtering out the casual, part-time sellers. They're raising the bar, and that's a good thing for the entire marketplace. It means that the platform is becoming more professional and reliable. The sellers who remain are the ones who are truly committed to providing quality products and a great customer experience. This shift is creating a more stable and trustworthy environment for both buyers and sellers.
So, what does this mean for you?
So, what does this mean for you? It means that if you're willing to put in the work, there's a bigger piece of the pie waiting for you. With fewer sellers to compete with, the revenue is becoming more concentrated among the top operators. This is what I call the Great Compression. It's a period of rising fees, higher ad costs, and more pressure on your cash flow. It's a challenging environment, but it's also one that rewards discipline and efficiency. Those who have solid systems in place and the capital to invest in their business are the ones who are not just surviving, but thriving.
To succeed on Amazon in 2026, you need to be more than just a seller.
To succeed on Amazon in 2026, you need to be more than just a seller. You need to be a business builder. This means having a deep understanding of your numbers, a clear marketing strategy, and a relentless focus on optimization. The days of just 'winging it' are long gone. You need to be prepared, you need to have a plan, and you need to execute it flawlessly. This isn't about experimenting with a bunch of different products and hoping one sticks. It's about doing your research, validating your product ideas, and launching with a clear path to profitability.
The bottom line is this: Amazon is not dead.
The bottom line is this: Amazon is not dead. It's evolving. And for those who are willing to evolve with it, the rewards can be greater than ever. If you're ready to stop being a casual seller and start building a real business, then now is the time to get serious. The opportunity is there for the taking, but it's not going to be easy. It's going to take hard work, dedication, and a willingness to learn and adapt. If you're ready to take on the challenge, I invite you to listen to the full episode to get the complete picture of what it takes to win on Amazon in 2026. And if you're looking for a partner to help you on your journey, I encourage you to check out our Voltage Business Builders program. We're here to help serious entrepreneurs like you build the business of their dreams.
Episode Summary
Is selling on Amazon still a golden ticket to e-commerce success in 2026? You might have heard that the number of new sellers is the lowest it's been in a decade, and that might sound like a reason to stay away. But I'm here to tell you that's only half the story. In fact, for the right kind of entrepreneur, this is actually good news. If you're serious about building a real, sustainable business, the changes happening on Amazon right now could be the opportunity you've been waiting for. The game is changing, and those who adapt will be the ones who come out on top.
For years, Amazon was like the wild west. Anyone could throw a product up and have a decent shot at making some money. But those days are over. Amazon is actively filtering out the casual, part-time sellers. They're raising the bar, and that's a good thing for the entire marketplace. It means that the platform is becoming more professional and reliable. The sellers who remain are the ones who are truly committed to providing quality products and a great customer experience. This shift is creating a more stable and trustworthy environment for both buyers and sellers.
So, what does this mean for you? It means that if you're willing to put in the work, there's a bigger piece of the pie waiting for you. With fewer sellers to compete with, the revenue is becoming more concentrated among the top operators. This is what I call the Great Compression. It's a period of rising fees, higher ad costs, and more pressure on your cash flow. It's a challenging environment, but it's also one that rewards discipline and efficiency. Those who have solid systems in place and the capital to invest in their business are the ones who are not just surviving, but thriving.
To succeed on Amazon in 2026, you need to be more than just a seller. You need to be a business builder. This means having a deep understanding of your numbers, a clear marketing strategy, and a relentless focus on optimization. The days of just 'winging it' are long gone. You need to be prepared, you need to have a plan, and you need to execute it flawlessly. This isn't about experimenting with a bunch of different products and hoping one sticks. It's about doing your research, validating your product ideas, and launching with a clear path to profitability.
The bottom line is this: Amazon is not dead. It's evolving. And for those who are willing to evolve with it, the rewards can be greater than ever. If you're ready to stop being a casual seller and start building a real business, then now is the time to get serious. The opportunity is there for the taking, but it's not going to be easy. It's going to take hard work, dedication, and a willingness to learn and adapt. If you're ready to take on the challenge, I invite you to listen to the full episode to get the complete picture of what it takes to win on Amazon in 2026. And if you're looking for a partner to help you on your journey, I encourage you to check out our Voltage Business Builders program. We're here to help serious entrepreneurs like you build the business of their dreams.
Frequently Asked Questions
Is it too late to start selling on Amazon in 2026?
No, it's not too late. While the number of sellers has decreased, the opportunity for serious, well-prepared entrepreneurs is actually growing. Amazon is filtering out casual sellers, which means more revenue is available for those who are disciplined and have a solid plan.
Why does selling on Amazon feel harder now?
Selling on Amazon feels harder because of what's called the Great Compression. This means there are rising fees, increased advertising costs, and more pressure on cash flow. The platform is raising its standards, so sellers need to be more professional and efficient to succeed.
Full Transcript
Amazon seller registrations hit a decade low in 2025, but the marketplace isn’t dying. Fewer sellers don’t mean less opportunity. In this episode, Neil explains why Amazon is filtering out casual sellers, how revenue is concentrating, and what disciplined operators need to succeed. If Amazon feels harder than it used to, but demand hasn’t disappeared, this episode breaks down the data, the Great Compression happening across the platform, and what serious sellers must fix now to stay competitive as Amazon raises the bar in 2026. 🚀 Dominant is a 12-week live cohort for serious operators launching their first Amazon product. WORK with THE VOLTAGE TEAM through product discovery, validation, and launch, with the goal of reaching 25 sales per day. Text INTERESTED to 417-765-0412 or email neil@voltagedm.com to apply. In This Episode, We Cover: ✅ How Amazon is filtering out casual sellers while total marketplace sales keep growing ✅ opportunity per seller is increasing even as total sellers decline ✅ The Great Compression, rising fees, ads, capital pressure, and higher execution standards ✅ Why disciplined operators with systems and capital are gaining a compounding edge 🚀 What should I sell next? Visit: gpt.caimandata.com to generate data-driven product ideas powered by Caiman Data’s AI engine. 📍 Chapters 01:03 Amazon seller registrations hit a decade low 03:41 How revenue is concentrating among stronger operators 05:22 Why Amazon feels harder even when sales are growing 06:14 Fees, ads, cash flow pressure, and the Great Compression 06:58 Why casual and undercapitalized sellers are getting squeezed 08:36 Who still wins on Amazon in 2026 09:21 Why preparation now matters more than experimentation Follow Neil: 🔗 LinkedIn: https://www.linkedin.com/in/neiltwa/ 📸 Instagram: https://www.instagram.com/neiltwa/ 📘 Facebook: https://www.facebook.com/neiltwa/ 🐦 X/Twitter: https://twitter.com/voltagefba 🎵 TikTok: https://www.tiktok.com/@fbabusinessbuilders 🎧 Like This Episode? ✅ Subscribe for weekly conversations with real founders ✅ Share this with a brand owner or operator who needs to hear it ✅ Drop a review to help others discover the show
Is selling on Amazon still a golden ticket to e-commerce success in 2026? You might have heard that the number of new sellers is the lowest it's been in a decade, and that might sound like a reason to stay away. But I'm here to tell you that's only half the story. In fact, for the right kind of entrepreneur, this is actually good news. If you're serious about building a real, sustainable business, the changes happening on Amazon right now could be the opportunity you've been waiting for. The game is changing, and those who adapt will be the ones who come out on top. For years, Amazon was like the wild west. Anyone could throw a product up and have a decent shot at making some money. But those days are over. Amazon is actively filtering out the casual, part-time sellers. They're raising the bar, and that's a good thing for the entire marketplace. It means that the platform is becoming more professional and reliable. The sellers who remain are the ones who are truly committed to providing quality products and a great customer experience. This shift is creating a more stable and trustworthy environment for both buyers and sellers. So, what does this mean for you? It means that if you're willing to put in the work, there's a bigger piece of the pie waiting for you. With fewer sellers to compete with, the revenue is becoming more concentrated among the top operators. This is what I call the Great Compression. It's a period of rising fees, higher ad costs, and more pressure on your cash flow. It's a challenging environment, but it's also one that rewards discipline and efficiency. Those who have solid systems in place and the capital to invest in their business are the ones who are not just surviving, but thriving. To succeed on Amazon in 2026, you need to be more than just a seller. You need to be a business builder. This means having a deep understanding of your numbers, a clear marketing strategy, and a relentless focus on optimization. The days of just 'winging it' are long gone. You need to be prepared, you need to have a plan, and you need to execute it flawlessly. This isn't about experimenting with a bunch of different products and hoping one sticks. It's about doing your research, validating your product ideas, and launching with a clear path to profitability. The bottom line is this: Amazon is not dead. It's evolving. And for those who are willing to evolve with it, the rewards can be greater than ever. If you're ready to stop being a casual seller and start building a real business, then now is the time to get serious. The opportunity is there for the taking, but it's not going to be easy. It's going to take hard work, dedication, and a willingness to learn and adapt. If you're ready to take on the challenge, I invite you to listen to the full episode to get the complete picture of what it takes to win on Amazon in 2026. And if you're looking for a partner to help you on your journey, I encourage you to check out our Voltage Business Builders program. We're here to help serious entrepreneurs like you build the business of their dreams.