Amazon News 07/2025
Hello,
from us to you: The most important topics about Amazon. Everything that was important this month, you'll find as always in our newsletter.
Amazon Q2/2025 quarterly results
In Q2 2025, Amazon was able to clearly stop the downward trend of recent periods. Total revenue increased by 13% to $167.7 billion.
In the Retail segment, sales in North America increased by 11% and in international business by 16%. This development was supported by improved logistics coverage, customs changes & less cheap competition. New US customs regulations, for example, slowed down platforms like Temu or Shein, and Amazon benefited directly.
The Third-Party Seller business also showed clear growth: Revenue from services for third-party providers – including fulfillment, shipping, and commissions – increased by 11.5% to $40.3 billion. The share of these sellers in globally paid units remained constant at 62%. Technologically, Amazon is increasingly relying on automated processes and internal efficiency improvements.
The Advertising segment also showed strong results: Ad revenue grew by 23% to $15.7 billion. Retail media formats and video ads on Amazon's own platforms were particularly successful. Additionally, new AI tools were applied, such as automated improvement of product listings and more targeted customer communication.
More information on this topic can be found here.
Prime Day 2025: Revenue impulses across Amazon
This year's Prime Day, which took place from July 8-11, caused significant revenue increases across the entire US online retail sector. According to Adobe Analytics, e-commerce revenue in the campaign week was 30.3% higher than the previous year – totaling around $24.1 billion. Amazon spoke of its biggest Prime Day to date but did not publish specific growth figures.
Dynamics spread over four days
According to Carbon6, the start of the event was more subdued (-41% YoY), before there was a strong increase of +165% on the third day. The average order value was around $53; about two-thirds of orders were for products under $20. The use of "Buy Now, Pay Later" also increased during the event.
Development with broad impact
An analysis by Momentum Commerce estimates revenue growth on Amazon at 4.9%. The increase is thus lower than the industry average, which is also attributed to the extension of the campaign period. Also noticeable is the broad participation of other retailers during the same period. This creates new connection points for brands and providers, both within and outside the Amazon ecosystem.
Price reductions in bulk now made easy
Amazon now offers a new bulk template that allows you to create or edit price reductions for up to 500 SKUs simultaneously. The template is particularly suitable for campaigns with multiple products or variants and enables you to upload discounts and quantity limitations bundled.
Targeted correction of existing discounts
Already created price reductions can also be efficiently adjusted with the template. You can export your discounted SKUs, make changes directly in the file, and upload the revised version again, for example, in case of incorrect entries or existing warnings.
You can find the new function in the "Price Reductions" section in Seller Central.
ASK 2025 and we're back with it!
On September 24 and 25, 2025, the Amazon industry meets again for the most important event of the year: The Amazon Sales Congress goes into its 17th round. This time in the elegant Leonardo Hotel in Weimar. We at REVOIC are once again partners this year and look forward to creating two days full of insights, strategies, and networking together with sellers, brands, and service providers.
Colleague Maik Busch takes over the moderation together with Toni Neidhold and leads through a program that is close to practice and full of relevant topics.
Our managing director Stephan Bruns brings his popular workshop on "The Right Sales Channel on Amazon: Vendor, Seller, Hybrid or Broker?" with clear recommendations on which strategy fits which brand. You can particularly look forward to the exclusive book premiere of his new specialist book about Amazon Advertising, which will be presented live for the first time.
And for the perfect start to the ASK days, we invite you together with AMALYTIX to the legendary warm-up event on the evening before.
Register now and secure your spot. We look forward to seeing you!
New box sizes for FBA: More flexibility for long products
Since June 20, 2025, Amazon has increased the permissible box length for "Fulfilled by Amazon" shipments in Germany, France, Italy, Spain, and the United Kingdom from the previous 63.5 cm to 91.4 cm. This allows you to use longer boxes for FBA in the future without any problems and also cross-channel. This not only simplifies logistics, especially for bulky or elongated products, but above all brings you closer to common industry standards.
Updated limits for standard boxes
The new maximum dimensions for FBA boxes are now 91.4 cm length, 63.5 cm width, 63.5 cm height and a weight of up to 22.7 kg. If you have already shipped packages with these dimensions, they will be accepted as standard boxes without objection and without additional fees.
New tools for more clarity and less friction
Amazon has rolled out several features in recent weeks that are designed to make your daily work in Seller Central easier – from more transparent fees to better image management and more control over external campaign links.
Track fees and upload images efficiently
With the new Fee Explainer, you now get an overview of formulas and definitions for return, refund, disposal, and subscription fees directly in Seller Central. This helps maintain a quick overview, especially with complex fee models. Bulk image upload has also been improved: Valid files are now processed – even if others in the package are faulty. Faulty images are listed in a separate report.
Brand ideas via AI and an important link note
For the Brand Name Generator, Amazon has introduced a new field where you can describe the desired brand personality. This allows the tool to provide more creative and brand-appropriate name suggestions. Important for all who direct external traffic to their listings: According to Carbon6, it can happen that links without SMID (Seller ID) are redirected to competitor offers. Tools like PixelMe recognize this automatically and add missing IDs – a small detail with big impact.
Amazon introduces "Final Sale" products
Amazon is currently testing a new category of heavily discounted products that cannot be returned, so-called Final Sale items. These offers are primarily aimed at clearance sales and are usually available at lowest price. Whether a product is affected can be seen directly on the product page under the seller name.
Since returns are excluded, you should look carefully before buying, especially with clothing or technology. Some credit cards like American Express or Chase offer return protection if you don't want to keep a product. Conditions vary by card.
For bargain hunters, it now means: Buy cheap, but decide consciously.
Q4 planning: Amazon starts early into the hot phase
Amazon is preparing particularly early for the fourth quarter this year and expects the same from its vendors. The first Purchase Orders will be sent as early as September and October. The goal is the most stable and predictable supply chain possible in the highest revenue period of the year. Vendors should align their sales forecasts with the Amazon Forecast, ensure a fill rate of at least 95%, and make sure that all shipments are ready by 8:00 AM at the latest on the Freight-Ready Date. POs must be confirmed within 24 hours and shipping dates should be booked as early as possible.
Additionally, Amazon recommends updating warehouse addresses and contacts in Vendor Central and planning with sufficient safety stock to avoid out-of-stock risks. Those who act early can minimize supply bottlenecks in the Christmas business and secure smooth processes, because in Q4 every day counts.
New chargeback rule "In Full Delivery" active since July
Since July 21, 2025, Amazon has a new chargeback category called "In Full Delivery". This merged the previous reasons "Not Filled", "Overage" and "Down Confirmed" into a unified regulation – with clearly defined fees for each deviation.
Specifically: Missing units ("Not Filled") are charged 5% of the order value, over-deliveries ("Overage") with 100% of COGS and reduced quantities after previous confirmation ("Down Confirmed") with 3%. Particularly relevant: A mismatch between confirmed quantity, shipping notice (ASN) and invoice now automatically triggers a chargeback. Vendors should therefore closely coordinate their processes around PO confirmation, shipping, and billing to avoid unnecessary fees.
Price perception in focus: Amazon under pressure
A report by the Wall Street Journal has caused discussions: In the analysis of over 1,200 cheap household products, Amazon scored partly higher than the competition in price comparison. In particular, Walmart had lowered prices according to the report, while Amazon had become more expensive for many items. Amazon rejected the allegations and referred to its own dynamic pricing. Nevertheless, the debate shows how sensitive the topic of price is now perceived.
Demand shifts to core needs
Despite ongoing purchasing restraint, US retail sales rose by 0.6% in June. The focus was mainly on fashion, food, and other core products. International trends are also emerging: In the UK, the second-hand market grew to £4.3 billion and is expected to reach around £4.8 billion in 2025.
Amazon Nova: AI content at the push of a button
With Amazon Nova, content creation becomes easier than ever. You describe your idea, for example "a cozy mountain hut in watercolor style" and Nova transforms it into impressive images or even entire videos, including music, animations, and voiceover.
Nova thereby changes the way visual content is produced: faster, cost-effective, and accessible to a broad user group. Whether for advertising campaigns, product presentations, or social media content: With a few clicks, professional images and videos are created without expensive equipment or external service providers being necessary.
Access is via Amazon Bedrock, where Nova is available as part of the AI-based tools.
€5.7 billion: Record year for German SMEs on Amazon
According to the current SME Report 2025, over 47,000 small and medium-sized enterprises from Germany sold on Amazon in 2024 – more than 80% of them internationally. Export revenue reached a new high of 5.7 billion euros. Particularly many of these companies come from rural regions and benefit from Amazon's infrastructure to become globally visible.
AI and Advertising as growth drivers
Amazon supports SMEs with AI-based tools such as automatic text creation, translation, and image generation. Companies like Alphatrail use these technologies specifically to launch products faster. Amazon Ads also helps with growth: Cup Verde, for example, gained over 1,000 subscribers through targeted advertising. Programs like "Quickstart Online" or the "Seller University" additionally show how Amazon specifically promotes the middle class.
Your guide to Amazon Ads - Available from August
What really makes successful advertising on Amazon? This question has accompanied me for over ten years and that's exactly why I've bundled my experiences, strategies, and best practices in a new specialist book. "Amazon Advertising – Increase Sales and Visibility" will be published on August 7, 2025 and is aimed at everyone who not only wants to understand advertising but also wants to use it specifically for their own success.
On more than 500 pages, you'll find everything from the basics of Retail Readiness to targeting strategies to performance optimization of Sponsored Ads. It was important to me not to write a superficial marketing book, but a real work tool. With clear structures, practical examples, and concrete recommendations. I'm curious how you like the book and what impulses you take from it for your campaigns.
