Many sellers say “Amazon is getting worse.” That’s a strong claim and mostly a misconception. What’s really happening is that Amazon has changed: the rules, costs, and expectations are higher. That’s not the same as “worse.” If you adapt, Amazon remains one of the largest, most powerful channels for sellers.
The short truth
- Amazon isn’t collapsing for sellers it’s maturing.
- Competition, policies, and ad costs have increased.
- Sellers who evolve their strategy still win.
Why sellers feel Amazon is “worse”
- Early entrants enjoyed easier wins; the marketplace is now more competitive.
- Advertising costs and optimization requirements have risen.
- Algorithm and policy updates can feel opaque and unfair.
- Negative stories are louder than quiet successes.
What actually changed
- Higher standards for listing quality, fulfilment, and account health.
- Increased emphasis on brand, differentiation, and data-driven advertising.
- New tools and features from Amazon that require learning and investment.
These are upgrades that raise the bar not proof that the platform is broken.
Why Amazon still works for sellers
- Massive audience and high purchase intent traffic and conversions remain strong.
- Continued investment by Amazon in seller tools: ad formats, analytics, fulfilment improvements.
- Clear winners: sellers who focus on product differentiation, metrics, and efficient advertising.
In short: opportunity remains but it’s earned, not given.
Actionable steps sellers must take
- Measure obsessively — track ACOS, CTR, conversion rate, returns, and account health daily.
- Invest in listing quality — images, A+ content, bullets that convert, and SEO-rich descriptions.
- Build a brand — packaging, brand store, and off-Amazon channels reduce commodity risk.
- Optimize ads — test creatives, adjust bids by performance, and use negative keywords.
- Control inventory & fulfilment — stockouts and late shipments kill momentum; use forecasting.
- Manage reputation — proactively solicit legitimate reviews and resolve negative feedback fast.
- Learn and adapt — treat Amazon as a dynamic channel, not a one-time setup.
Practical angle for agencies and service providers
If you help sellers, pivot your services toward adaptation: performance audits, listing overhauls, ad optimization, inventory forecasting, and brand strategy. Education and repeatable processes sell well because sellers need ongoing help not one-off fixes.
Conclusion
Labeling Amazon as “getting worse” misses the point. The marketplace has simply evolved: more competition, smarter buyers, and higher expectations. Sellers who accept this, update their playbook, and invest in fundamentals will continue to outperform. For everyone else, the platform will feel tougher but not impossible.
