Noah

Google has been the king of search for well over two different decades now, and we are now seeing the changeover when it comes to online shopping that people go to Amazon first and foremost.

They aren't going to Google.

So that tells you immediately that people who buy on Amazon are likely to continue buying on that platform.

now that's over half of the searches start on amazon but that doesn't necessarily mean all of the purchase due there a lot of people will try and find their product on amazon but then they will also have to migrate over to google they'll go to shopify sites and that has shown from the aspect that shopify grew in total sales revenue over the past year i think a lot more brands are starting to get jaded as well to amazon specifically amazon fees i actually have even put out

several videos on this talking about the aspect of Amazon raises referral FBA fees in 2026 and it's this aspect that I think Amazon sellers as a whole are just getting squeezed so so tightly every single year and 2026 we are going to see even more squeeze from the lemon and there's only so much you can squeeze the lemon until the lemon is just not going to produce any juice and when it's not producing juice there are two things that are going to happen either

These are the things that brands are going to be forced to do within 2026.

And anybody who wants to start with an e-commerce, whether it's Shopify or Amazon is also going to be doing.

Now we know the fact that there are over a million new brands every single year on the platform, but there's only 1.9 million active brands, right?

And I think a lot of that comes from people going towards Amazon like it's some kind of gold rush like it was in 2020.

We're just not in that day and age anymore.

Amazon is expensive.

The fees are rising.

Sellers are feeling the pressure is more expensive than ever to get your products produced and sent into the U S due to things like tariffs.

And so we're seeing this major, major change and shift in the e-commerce ecosystem as a whole.

This now at the end of the day, e-commerce is still, I think growing and we'll be here forever, but it begs the question.

judge you as a potential brand owner or a current brand owner still focused on Amazon.

And, you know, as jaded as the name of my Amazon guy might be, my answer is going to be, it depends.

Honestly, it depends.

If your goal at the end of the day is to build and scale a brand on the platform, I think you absolutely can still do that going into 2026.

I think you can be a brand new launch brand and you can do exceptional things on Amazon.