Noah

So Amazon isn't just focused on just the selling platform that is Amazon Marketplace.

They're also focused on all of the fulfillment capabilities that they have.

the ability to send inventory globally around the entire planet and how much it's actually growing.

They're seeing that people who use MCF have a 19% sales increase on average.

They even talked about how by the end of 2026, Amazon Global Logistics will provide shopping services that cover more than 95% of all FBA volume worldwide.

It's a huge, huge stack.

And so you look at things like this and you see, and you're seeing that Amazon is growing.

And in fact, one of the major things to see is that in 2024, for instance, we saw a record 1.35 million new sellers onto the platform, 839,000 2024 and 1.35 million in 2025.

This is huge, right?

Like that's a ton of new people on the platform.

It's a ton of new potential competition as well.

And currently speaking, there's about 1.9 million active Amazon sellers on the platform just in the US alone.

And so looking at that, there's tons and tons of competition.

But I think the biggest thing to think about whenever there is competition, any niche doesn't have to just be Amazon or a specific category on Amazon.

It's the idea of product and brand and differentiation, whether or not what you are going to be selling is going to be differentiated enough to make that difference, whether you're going to be reinvesting your profits into scaling your company or whether you're trying to just make a quick buck.

And I think those are the primary differentiators when we're looking as to whether or not Amazon is

dying in 2026.

And I think we are anything from a dying state as far as Amazon goes.

In fact, I think Amazon is becoming more of a staple and almost a monopoly within the e-commerce scope as a whole.

As of this past year.