Concentration Risk Is Real
Amazon controls 35.7% of US e-commerce. That's dominant, but it means 64.3% of online spending happens elsewhere. Sellers who put all their eggs in the Amazon basket face fee increases, policy changes, and algorithm shifts with no fallback. The brands growing fastest in 2026 are the ones selling on Amazon and building a Shopify presence for direct customer relationships. Use Custom Breakdowns to segment your Amazon performance by product line, marketplace, or brand and identify where you're most profitable.
Shopify Brands Are Your New Competitors
Shopify's growth means more DTC brands are building loyal audiences outside Amazon, then using Amazon as an additional channel. They bring brand equity, customer data, and marketing sophistication. If you're competing purely on price and listing optimization, you're fighting with one hand tied behind your back. Track your product performance across metrics that matter.
Amazon Profit Clarity Becomes Essential
As competition intensifies from Shopify brands entering the Amazon marketplace, knowing your exact Amazon margins at the SKU level matters more than ever. Seller Central gives you top-line numbers, but it doesn't show true profitability after fees, ad spend, and returns. Use P&L analytics to understand where your margin actually comes from and where you're leaking money. Our Seller Central guide covers what Amazon's native tools can and can't tell you.
