{"id":7649,"date":"2026-04-08T10:58:10","date_gmt":"2026-04-08T10:58:10","guid":{"rendered":"https:\/\/www.zonwizard.com\/blog\/?p=7649"},"modified":"2026-04-08T10:58:10","modified_gmt":"2026-04-08T10:58:10","slug":"amazon-q4-2025-quarterly-report-all-the-data-and-news-for-sellers","status":"publish","type":"post","link":"https:\/\/www.zonwizard.com\/blog\/amazon-q4-2025-quarterly-report-all-the-data-and-news-for-sellers\/","title":{"rendered":"Amazon Q4 2025 Quarterly Report: all the data and news for sellers"},"content":{"rendered":"<p data-path-to-node=\"0\"><b data-path-to-node=\"0\" data-index-in-node=\"0\">Amazon<\/b> has published its <b data-path-to-node=\"0\" data-index-in-node=\"25\">financial results<\/b> for the <b data-path-to-node=\"0\" data-index-in-node=\"51\">fourth quarter of 2025<\/b> and the full fiscal year. The numbers leave no room for doubt. The marketplace is growing at a sustained pace, driven by <b data-path-to-node=\"0\" data-index-in-node=\"195\">AI<\/b>, <b data-path-to-node=\"0\" data-index-in-node=\"199\">cloud services<\/b>, and an increasingly widespread <b data-path-to-node=\"0\" data-index-in-node=\"246\">logistics infrastructure<\/b>.<\/p>\n<p data-path-to-node=\"1\">In this article, we will analyze the most relevant data for <b data-path-to-node=\"1\" data-index-in-node=\"60\">sellers<\/b>. We will look at <b data-path-to-node=\"1\" data-index-in-node=\"85\">AI innovations<\/b> and the <b data-path-to-node=\"1\" data-index-in-node=\"108\">expansion of logistics<\/b>. Then, we will discuss how the <b data-path-to-node=\"1\" data-index-in-node=\"162\">shopping experience<\/b> is changing and the impacts on <b data-path-to-node=\"1\" data-index-in-node=\"213\">visibility and conversions<\/b>.<\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\tvar gCaptchaSibWidget;\n                        var onloadSibCallbackInvisible = function () {\n\n                            var element = document.getElementsByClassName('sib-default-btn');\n                            var countInvisible = 0;\n                            var indexArray = [];\n                            jQuery('.sib-default-btn').each(function (index, el) {\n                                if ((jQuery(el).attr('id') == \"invisible\")) {\n                                    indexArray[countInvisible] = index;\n                                    countInvisible++\n                                }\n                            });\n\n                            jQuery('.invi-recaptcha').each(function (index, el) {\n                                grecaptcha.render(element[indexArray[index]], {\n                                    'sitekey': jQuery(el).attr('data-sitekey'),\n                                    'callback': sibVerifyCallback,\n                                });\n                            });\n                        };\n\t\t\t\t\t<\/script>\n\t\t\t\t\t                <script src=\"https:\/\/www.google.com\/recaptcha\/api.js?onload=onloadSibCallbackInvisible&render=explicit\" async defer><\/script>\n\t\t\t\t\n\t\t\t<form id=\"sib_signup_form_4\" method=\"post\" class=\"sib_signup_form\">\n\t\t\t\t<div class=\"sib_loader\" style=\"display:none;\"><img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-includes\/images\/spinner.gif?w=650&#038;ssl=1\" alt=\"loader\"><\/div>\n\t\t\t\t<input type=\"hidden\" name=\"sib_form_action\" value=\"subscribe_form_submit\">\n\t\t\t\t<input type=\"hidden\" name=\"sib_form_id\" value=\"4\">\n                <input type=\"hidden\" name=\"sib_form_alert_notice\" value=\"Please fill out this field\">\n                <input type=\"hidden\" name=\"sib_form_invalid_email_notice\" value=\"Your email address is invalid\">\n                <input type=\"hidden\" name=\"sib_security\" value=\"7a525c64de\">\n\t\t\t\t<div class=\"sib_signup_box_inside_4\">\n\t\t\t\t\t<div style=\"\/*display:none*\/\" class=\"sib_msg_disp\">\n\t\t\t\t\t<\/div>\n                                            <div id=\"sib_captcha_invisible\" class=\"invi-recaptcha\" data-sitekey=\"6LcMN7gUAAAAAD-_qJb0nFTTZqsPjxY-UjJ2aAoa\"><\/div>\n                    \t\t\t\t\t\r\n<div class=\"form-container\">\r\n        <h2 class=\"form-title\"><strong>Subscribe to Newsletter<\/strong><\/h2>\r\n        <p>Articles, mini-guides and updates on Amazon world from leading insiders.<\/p>\r\n        <div>\r\n            <div class=\"form-input\">\r\n                <input type=\"text\" class=\"sib-NOME-area\" name=\"NOME\" placeholder=\"Name\" required=\"required\">\r\n            <\/div>\r\n            <div class=\"form-input\">\r\n                <input type=\"email\" class=\"sib-email-area\" name=\"email\" placeholder=\"Email\" required=\"required\">\r\n            <\/div>\r\n            <div class=\"checkbox-alignment\">\r\n                <input type=\"checkbox\" name=\"terms\" required=\"required\"> I accept the <a class=\"text-white\" href=\"https:\/\/www.zonwizard.com\/privacy\"><u> privacy policy<\/u><\/a>\r\n            <\/div>\r\n        <\/div>\r\n\r\n        <input type=\"text\" class=\"sib-LANGUAGE-area\" name=\"LANGUAGE\" value=\"en\">\r\n\r\n        <input type=\"submit\" id=\"invisible\" class=\"sib-default-btn\" value=\"Subscribe to Newsletter\">\r\n    <\/div>\t\t\t\t<\/div>\n\t\t\t<\/form>\n\t\t\t<style>\n\t\t\t\tform#sib_signup_form_4 {background-color: #727cf5;padding: 30px;border-radius: 30px;margin: auto; -moz-box-sizing:border-box; -webkit-box-sizing: border-box; box-sizing: border-box; color:white; margin-bottom:20px } form#sib_signup_form_4 input[type=text],form#sib_signup_form_4 input[type=email], form#sib_signup_form_4 select { width: 100%; border: 1px solid #bbb; height: auto; margin: 5px 0 0 0; background-color:#e7e9fd;} form#sib_signup_form_4 .sib-default-btn { width:100%; margin: 5px 0; padding: 10px 12px; color:#727cf5; background-color: #fff; border: 2px solid #fff; font-size: 14px; font-weight:400; line-height: 1.4285; text-align: center; cursor: pointer; vertical-align: middle; -webkit-user-select:none; -moz-user-select:none; -ms-user-select:none; user-select:none; white-space: normal; border-radius: 500px; } form#sib_signup_form_4 .sib-default-btn:hover { background-color: #727cf5;color: #fff;border: 2px solid #fff;} form#sib_signup_form_4 p{ margin: 10px 0 0 0; } form#sib_signup_form_4 .sib-LANGUAGE-area{ display: none; } .form-input { width: 47%; margin-bottom: 10px; display:inline-block; } .text-white{color:white} .form-container { max-width: 400px; margin: auto; color: white; text-align: center } .form-title { margin-bottom: 0px; margin-top: 0px }form#sib_signup_form_4 p.sib-alert-message {\n    padding: 6px 12px;\n    margin-bottom: 20px;\n    border: 1px solid transparent;\n    border-radius: 4px;\n    -webkit-box-sizing: border-box;\n    -moz-box-sizing: border-box;\n    box-sizing: border-box;\n}\nform#sib_signup_form_4 p.sib-alert-message-error {\n    background-color: #f2dede;\n    border-color: #ebccd1;\n    color: #a94442;\n}\nform#sib_signup_form_4 p.sib-alert-message-success {\n    background-color: #dff0d8;\n    border-color: #d6e9c6;\n    color: #3c763d;\n}\nform#sib_signup_form_4 p.sib-alert-message-warning {\n    background-color: #fcf8e3;\n    border-color: #faebcc;\n    color: #8a6d3b;\n}\n\t\t\t<\/style>\n\t\t\t<\/span><\/p>\n<h2 data-path-to-node=\"3\">The numbers for the last quarter of 2025<\/h2>\n<p data-path-to-node=\"4\">Let\u2019s start, as always, with the numbers. <b data-path-to-node=\"4\" data-index-in-node=\"42\">Q4 2025<\/b> closed with <b data-path-to-node=\"4\" data-index-in-node=\"62\">net sales<\/b> of <b data-path-to-node=\"4\" data-index-in-node=\"75\">$213.4 billion<\/b>, up <b data-path-to-node=\"4\" data-index-in-node=\"94\">14% year-over-year<\/b>. This result exceeded analyst expectations and confirmed <b data-path-to-node=\"4\" data-index-in-node=\"170\">Amazon&#8217;s structural solidity<\/b> as a global commercial platform.<\/p>\n<p data-path-to-node=\"5\">The figures by segment clearly show where the growth is concentrated:<\/p>\n<ul>\n<li data-path-to-node=\"6,0,0\"><b data-path-to-node=\"6,0,0\" data-index-in-node=\"0\">North America:<\/b> +10% to $127.1 billion<\/li>\n<li data-path-to-node=\"6,1,0\"><b data-path-to-node=\"6,1,0\" data-index-in-node=\"0\">International:<\/b> +17% to $50.7 billion (+11% at constant currency)<\/li>\n<li data-path-to-node=\"6,2,0\"><b data-path-to-node=\"6,2,0\" data-index-in-node=\"0\">AWS:<\/b> +24% to $35.6 billion, the fastest growth in the last 13 quarters.<\/li>\n<\/ul>\n<p data-path-to-node=\"7\">Looking at the <b data-path-to-node=\"7\" data-index-in-node=\"15\">full year 2025<\/b>, total revenues reached <b data-path-to-node=\"7\" data-index-in-node=\"54\">$716.9 billion (+12%)<\/b>. <b data-path-to-node=\"7\" data-index-in-node=\"77\">Net income<\/b> was <b data-path-to-node=\"7\" data-index-in-node=\"92\">$77.7 billion (+31% compared to 2024)<\/b>. Annual <b data-path-to-node=\"7\" data-index-in-node=\"138\">operating income<\/b> hit <b data-path-to-node=\"7\" data-index-in-node=\"159\">$80 billion<\/b>, a significant increase over the $68.6 billion in 2024.<\/p>\n<p data-path-to-node=\"8\">So far, no major surprises for sellers. <b data-path-to-node=\"8\" data-index-in-node=\"40\">Amazon&#8217;s financial health<\/b> has long been synonymous with a platform that continues to invest heavily in <b data-path-to-node=\"8\" data-index-in-node=\"143\">infrastructure, technology, and logistics<\/b>. These are areas that directly impact the shopping experience and the performance of those who sell.<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"7572\" data-permalink=\"https:\/\/www.zonwizard.com\/blog\/it\/trimestrale-amazon-q4-2025\/amazon-trimestrale\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?fit=1408%2C768&amp;ssl=1\" data-orig-size=\"1408,768\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"amazon trimestrale\" data-image-description=\"&lt;p&gt;amazon trimestrale&lt;\/p&gt;\n\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?fit=300%2C164&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?fit=650%2C355&amp;ssl=1\" class=\"aligncenter size-full wp-image-7572\" src=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?resize=650%2C355&#038;ssl=1\" alt=\"amazon trimestrale\" width=\"650\" height=\"355\" srcset=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?w=1408&amp;ssl=1 1408w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?resize=300%2C164&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?resize=1024%2C559&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?resize=768%2C419&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?resize=809%2C441&amp;ssl=1 809w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-trimestrale.png?w=1300&amp;ssl=1 1300w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/p>\n<h2 data-path-to-node=\"9\">Rufus and AI shopping: 300 million customers are changing how they search for products<\/h2>\n<p data-path-to-node=\"10\">The most relevant news for sellers from this quarterly report comes from the data on <b data-path-to-node=\"10\" data-index-in-node=\"85\">Rufus<\/b>, Amazon&#8217;s <b data-path-to-node=\"10\" data-index-in-node=\"101\">AI shopping assistant<\/b>. In 2025, it was used by over <b data-path-to-node=\"10\" data-index-in-node=\"153\">300 million customers<\/b> and generated nearly <b data-path-to-node=\"10\" data-index-in-node=\"196\">$12 billion in annualized incremental sales<\/b>.<\/p>\n<p data-path-to-node=\"11\">These numbers are of great interest. <b data-path-to-node=\"11\" data-index-in-node=\"37\">Rufus<\/b> is no longer a niche tool; rather, it should be considered an integral part of the <b data-path-to-node=\"11\" data-index-in-node=\"126\">customer journey<\/b> for hundreds of millions of people. With the <b data-path-to-node=\"11\" data-index-in-node=\"188\">Buy For Me<\/b> function (which allows the AI to navigate other sites and complete purchases on behalf of the customer), Amazon is effectively expanding its reach far beyond the traditional marketplace.<\/p>\n<p data-path-to-node=\"12\">For <b data-path-to-node=\"12\" data-index-in-node=\"4\">sellers<\/b>, this translates into the need to prioritize <b data-path-to-node=\"12\" data-index-in-node=\"57\">product listing optimization<\/b>. Listing content can no longer only consider traditional <b data-path-to-node=\"12\" data-index-in-node=\"143\">keywords<\/b> for the internal search engine. Instead, it is necessary to start thinking in <b data-path-to-node=\"12\" data-index-in-node=\"230\">conversational terms<\/b>.<\/p>\n<p data-path-to-node=\"13\"><b data-path-to-node=\"13\" data-index-in-node=\"0\">Rufus<\/b> responds to very specific questions, suggesting products and solutions for inquiries such as:<\/p>\n<ul>\n<li data-path-to-node=\"14,0,0\"><i data-path-to-node=\"14,0,0\" data-index-in-node=\"0\">What is the best drill for a beginner?<\/i><\/li>\n<li data-path-to-node=\"14,1,0\"><i data-path-to-node=\"14,1,0\" data-index-in-node=\"0\">I need an inexpensive gift for my grandmother.<\/i><\/li>\n<\/ul>\n<p data-path-to-node=\"15\">Therefore, listings containing <b data-path-to-node=\"15\" data-index-in-node=\"31\">clear descriptions<\/b>, well-structured <b data-path-to-node=\"15\" data-index-in-node=\"67\">technical specifications<\/b>, explicit <b data-path-to-node=\"15\" data-index-in-node=\"102\">use cases<\/b>, and answers to <b data-path-to-node=\"15\" data-index-in-node=\"128\">frequently asked questions<\/b> will be favored by this new type of search.<\/p>\n<p data-path-to-node=\"16\">Adoption of <b data-path-to-node=\"16\" data-index-in-node=\"12\">Lens<\/b> (Amazon&#8217;s visual search tool) also grew <b data-path-to-node=\"16\" data-index-in-node=\"57\">45% year-over-year<\/b>. <b data-path-to-node=\"16\" data-index-in-node=\"77\">Visual search<\/b> is becoming increasingly common. Having <b data-path-to-node=\"16\" data-index-in-node=\"131\">high-quality images<\/b>, clean backgrounds, and multiple angles is now a vital competitive necessity.<\/p>\n<a href=\"https:\/\/www.zonwizard.com\/features?utm_source=blog&amp;utm_medium=banner&amp;utm_campaign=ProfitTool_LearnMore#profit\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2422 size-large\" title=\"Advanced tools for calculating margins, profits, reviews of your Amazon business\" src=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG-1024x250.png?resize=650%2C159&#038;ssl=1\" alt=\"Measure the real profit from your Amazon sale with the ZonWizard Profit tool \" width=\"650\" height=\"159\" srcset=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=1024%2C250&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=810%2C198&amp;ssl=1 810w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=1140%2C278&amp;ssl=1 1140w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=700%2C171&amp;ssl=1 700w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=300%2C73&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=768%2C187&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=1536%2C375&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?resize=1200%2C293&amp;ssl=1 1200w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?w=1640&amp;ssl=1 1640w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2023\/02\/banner-ZW-Profit-Tool-ENG.png?w=1300&amp;ssl=1 1300w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/a>\n<h2 data-path-to-node=\"18\">Logistics and delivery speed: Amazon accelerates, sellers benefit (but must keep up)<\/h2>\n<p data-path-to-node=\"19\"><b data-path-to-node=\"19\" data-index-in-node=\"0\">2025<\/b> was a record-breaking year for Amazon logistics: the company stated it delivered at its <b data-path-to-node=\"19\" data-index-in-node=\"93\">highest speed ever<\/b> for <b data-path-to-node=\"19\" data-index-in-node=\"116\">Prime members<\/b> globally. Specific data supports these claims:<\/p>\n<ul>\n<li data-path-to-node=\"20,0,0\"><b data-path-to-node=\"20,0,0\" data-index-in-node=\"0\">Same-day deliveries<\/b> in the <b data-path-to-node=\"20,0,0\" data-index-in-node=\"27\">USA<\/b> grew <b data-path-to-node=\"20,0,0\" data-index-in-node=\"36\">70% year-over-year<\/b>.<\/li>\n<li data-path-to-node=\"20,1,0\">The service is now used by nearly <b data-path-to-node=\"20,1,0\" data-index-in-node=\"34\">100 million customers<\/b>.<\/li>\n<li data-path-to-node=\"20,2,0\"><b data-path-to-node=\"20,2,0\" data-index-in-node=\"0\">Same-day grocery delivery<\/b> now covers over <b data-path-to-node=\"20,2,0\" data-index-in-node=\"42\">2,300 American cities and towns<\/b>.<\/li>\n<li data-path-to-node=\"20,3,0\"><b data-path-to-node=\"20,3,0\" data-index-in-node=\"0\">Same-day pharmacy<\/b> is available in <b data-path-to-node=\"20,3,0\" data-index-in-node=\"34\">3,000+ US cities<\/b>.<\/li>\n<li data-path-to-node=\"20,4,0\">In <b data-path-to-node=\"20,4,0\" data-index-in-node=\"3\">rural areas<\/b>, the average number of customers receiving same-day deliveries has nearly <b data-path-to-node=\"20,4,0\" data-index-in-node=\"89\">doubled<\/b>.<\/li>\n<\/ul>\n<p data-path-to-node=\"21\"><b data-path-to-node=\"21\" data-index-in-node=\"0\">Amazon Now<\/b>, the ultra-fast service with delivery in <b data-path-to-node=\"21\" data-index-in-node=\"52\">30 minutes or less<\/b>, is also expanding in <b data-path-to-node=\"21\" data-index-in-node=\"93\">India, Mexico, and the UAE<\/b>, and is being tested in parts of the <b data-path-to-node=\"21\" data-index-in-node=\"157\">UK<\/b>.<\/p>\n<p data-path-to-node=\"22\">Sellers using <b data-path-to-node=\"22\" data-index-in-node=\"14\">FBA (Fulfillment by Amazon)<\/b> should benefit. Better delivery speeds are a <b data-path-to-node=\"22\" data-index-in-node=\"87\">competitive advantage<\/b> over sellers managing logistics independently. Furthermore, <b data-path-to-node=\"22\" data-index-in-node=\"169\">conversion rates<\/b> on Amazon are strongly correlated with the <b data-path-to-node=\"22\" data-index-in-node=\"229\">promised delivery speed<\/b>. The faster the estimated arrival date shown to buyers, the higher the probability of a purchase.<\/p>\n<p><strong>&gt;&gt;&gt; You can also read our article <a href=\"https:\/\/www.zonwizard.com\/blog\/amazon-intensifies-the-war-against-fake-reviews-legal-actions-and-ai-technology\/\"><b data-path-to-node=\"23,0,0,0\" data-index-in-node=\"30\">Amazon intensifies war against fake reviews: legal actions and AI technology<\/b><\/a>\u00a0 &lt;&lt;&lt;<\/strong><\/p>\n<h2 data-path-to-node=\"24\">Advertising: +22% growth and new opportunities for brands<\/h2>\n<p data-path-to-node=\"25\">In the statement accompanying the quarterly numbers, <b data-path-to-node=\"25\" data-index-in-node=\"53\">Andy Jassy<\/b> explicitly cites <b data-path-to-node=\"25\" data-index-in-node=\"81\">advertising<\/b> as one of the main growth drivers, with a <b data-path-to-node=\"25\" data-index-in-node=\"135\">22% year-over-year increase<\/b>.<\/p>\n<p data-path-to-node=\"26\">This data is significant for both Amazon and those selling on the platform. <b data-path-to-node=\"26\" data-index-in-node=\"76\">Amazon advertising<\/b> is an increasingly central pillar of commercial strategies; ignoring it means yielding visibility to competitors.<\/p>\n<p data-path-to-node=\"27\">The growth of <b data-path-to-node=\"27\" data-index-in-node=\"14\">Amazon&#8217;s advertising<\/b> reflects a structural trend. Advertisers are shifting budgets from other channels to Amazon because it offers <b data-path-to-node=\"27\" data-index-in-node=\"145\">targeting with purchase intent<\/b> that is difficult to replicate elsewhere. A user searching for a product on Amazon is already in the <b data-path-to-node=\"27\" data-index-in-node=\"277\">buying phase<\/b>. In contrast, those who intercept a user on social media typically do so when the user is in the <b data-path-to-node=\"27\" data-index-in-node=\"387\">discovery phase<\/b>.<\/p>\n<p data-path-to-node=\"28\">For sellers, the practical implications are twofold:<\/p>\n<ol>\n<li data-path-to-node=\"29,0,0\">Competition in <b data-path-to-node=\"29,0,0\" data-index-in-node=\"15\">ad auctions<\/b> will continue to increase, making it more expensive to maintain visibility solely with <b data-path-to-node=\"29,0,0\" data-index-in-node=\"114\">Sponsored Products<\/b> campaigns.<\/li>\n<li data-path-to-node=\"29,1,0\">Amazon is developing <b data-path-to-node=\"29,1,0\" data-index-in-node=\"21\">advanced advertising formats<\/b> integrated with new <b data-path-to-node=\"29,1,0\" data-index-in-node=\"70\">AI features<\/b>, offering opportunities for those willing to experiment. Closely monitoring <b data-path-to-node=\"29,1,0\" data-index-in-node=\"158\">TACoS (Total Advertising Cost of Sales)<\/b> and optimizing campaigns with updated data is now a priority to protect <b data-path-to-node=\"29,1,0\" data-index-in-node=\"270\">margins<\/b>.<\/li>\n<\/ol>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"7573\" data-permalink=\"https:\/\/www.zonwizard.com\/blog\/it\/trimestrale-amazon-q4-2025\/amazon-2026\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?fit=1408%2C768&amp;ssl=1\" data-orig-size=\"1408,768\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"amazon 2026\" data-image-description=\"&lt;p&gt;amazon 2026&lt;\/p&gt;\n\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?fit=300%2C164&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?fit=650%2C355&amp;ssl=1\" class=\"aligncenter size-full wp-image-7573\" src=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?resize=650%2C355&#038;ssl=1\" alt=\"amazon 2026\" width=\"650\" height=\"355\" srcset=\"https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?w=1408&amp;ssl=1 1408w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?resize=300%2C164&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?resize=1024%2C559&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?resize=768%2C419&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?resize=809%2C441&amp;ssl=1 809w, https:\/\/i0.wp.com\/www.zonwizard.com\/blog\/wp-content\/uploads\/2026\/03\/amazon-2026.png?w=1300&amp;ssl=1 1300w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/p>\n<h2 data-path-to-node=\"30\">Amazon Haul and the low-cost segment: how to position yourself?<\/h2>\n<p data-path-to-node=\"31\">A signal that should not go unnoticed is the expansion of <b data-path-to-node=\"31\" data-index-in-node=\"58\">Amazon Haul<\/b>. Amazon&#8217;s <b data-path-to-node=\"31\" data-index-in-node=\"80\">low-cost channel<\/b> now has over <b data-path-to-node=\"31\" data-index-in-node=\"110\">1 million products under $10<\/b> (many under $5) and is available in more than <b data-path-to-node=\"31\" data-index-in-node=\"185\">25 countries and regions<\/b>. The move is clearly a competitive response to <b data-path-to-node=\"31\" data-index-in-node=\"257\">Temu and Shein<\/b>, repositioning Amazon in a price bracket where it traditionally did not compete.<\/p>\n<p data-path-to-node=\"32\">Unsurprisingly, the report mentions that <b data-path-to-node=\"32\" data-index-in-node=\"41\">Amazon<\/b> was named the <b data-path-to-node=\"32\" data-index-in-node=\"62\">online retailer with the lowest prices in the USA<\/b> for the ninth consecutive year, with prices on average <b data-path-to-node=\"32\" data-index-in-node=\"167\">14% lower<\/b> than other major American retailers.<\/p>\n<p data-path-to-node=\"33\">For sellers, those operating in the <b data-path-to-node=\"33\" data-index-in-node=\"36\">budget range<\/b> will face increasing competitive pressure, including from products directly selected or sponsored by Amazon for <b data-path-to-node=\"33\" data-index-in-node=\"161\">Haul<\/b>. Conversely, those dealing with <b data-path-to-node=\"33\" data-index-in-node=\"198\">higher value-added products<\/b> (differentiated by quality, brand, uniqueness, or service) have less reason for direct concern but must ensure their <b data-path-to-node=\"33\" data-index-in-node=\"343\">perceived value<\/b> is clearly communicated in the listings.<\/p>\n<p><b>&gt; Read also our article <a href=\"https:\/\/www.zonwizard.com\/blog\/fba-or-fbm-how-to-calculate-the-optimal-stock-level\/\">FBA or FBM, how to calculate the optimal stock quantity<\/a> \u00a0<\/b><b>&lt;&lt;&lt;<\/b><\/p>\n<h2 data-path-to-node=\"35\">AI and Infrastructure Investments: $200 billion in 2026<\/h2>\n<p data-path-to-node=\"36\">Perhaps the most relevant data for understanding <b data-path-to-node=\"36\" data-index-in-node=\"49\">Amazon&#8217;s future trajectory<\/b> is the investment figure. The company announced its intention to spend approximately <b data-path-to-node=\"36\" data-index-in-node=\"161\">$200 billion in capital expenditure in 2026<\/b>. A significant portion of this capital is destined for <b data-path-to-node=\"36\" data-index-in-node=\"260\">Artificial Intelligence<\/b>. Consequently, <b data-path-to-node=\"36\" data-index-in-node=\"299\">free cash flow<\/b> dropped from <b data-path-to-node=\"36\" data-index-in-node=\"327\">$38.2 to $11.2 billion<\/b> due to this investment intensity.<\/p>\n<p data-path-to-node=\"37\">These investments are reflected throughout the marketplace. Amazon&#8217;s <b data-path-to-node=\"37\" data-index-in-node=\"69\">Trainium and Graviton chips<\/b> now have an annual revenue exceeding <b data-path-to-node=\"37\" data-index-in-node=\"134\">$10 billion<\/b>. The <b data-path-to-node=\"37\" data-index-in-node=\"151\">AI Project Rainier<\/b> computing cluster (composed of over <b data-path-to-node=\"37\" data-index-in-node=\"206\">500,000 Trainium2 chips<\/b>) is used by <b data-path-to-node=\"37\" data-index-in-node=\"242\">Anthropic<\/b> to train <b data-path-to-node=\"37\" data-index-in-node=\"261\">Claude models<\/b>.<\/p>\n<p data-path-to-node=\"38\">For sellers, this means <b data-path-to-node=\"38\" data-index-in-node=\"24\">AI features<\/b> on the platform (from search to advertising, recommendations, and inventory management) will become increasingly <b data-path-to-node=\"38\" data-index-in-node=\"149\">sophisticated and pervasive<\/b> over the next 12-24 months. Preparing today means having <b data-path-to-node=\"38\" data-index-in-node=\"234\">quality data<\/b> (optimized listings, professional images, genuine reviews), as these are the inputs that feed the <b data-path-to-node=\"38\" data-index-in-node=\"345\">algorithms<\/b>.<\/p>\n<p><strong>&gt;&gt;&gt; Read also our article <a href=\"https:\/\/www.zonwizard.com\/blog\/what-is-roi-and-how-is-it-calculated\/\"><b data-path-to-node=\"39,0,0,0\" data-index-in-node=\"22\">What is ROI and how is it calculated?<\/b><\/a>\u00a0&lt;&lt;&lt;<\/strong><\/p>\n<h2 data-path-to-node=\"40\">What to expect in Q1 2026: Amazon&#8217;s guidance<\/h2>\n<p data-path-to-node=\"41\">Amazon provided <b data-path-to-node=\"41\" data-index-in-node=\"16\">guidance<\/b> for the <b data-path-to-node=\"41\" data-index-in-node=\"33\">first quarter of 2026<\/b> with:<\/p>\n<ul>\n<li data-path-to-node=\"42,0,0\"><b data-path-to-node=\"42,0,0\" data-index-in-node=\"0\">Net sales<\/b> expected between <b data-path-to-node=\"42,0,0\" data-index-in-node=\"27\">$173.5 and $178.5 billion<\/b>.<\/li>\n<li data-path-to-node=\"42,1,0\"><b data-path-to-node=\"42,1,0\" data-index-in-node=\"0\">Growth<\/b> between <b data-path-to-node=\"42,1,0\" data-index-in-node=\"15\">11% and 15%<\/b> compared to <b data-path-to-node=\"42,1,0\" data-index-in-node=\"39\">Q1 2025<\/b>.<\/li>\n<li data-path-to-node=\"42,2,0\"><b data-path-to-node=\"42,2,0\" data-index-in-node=\"0\">Operating income<\/b> projected between <b data-path-to-node=\"42,2,0\" data-index-in-node=\"35\">$16.5 and $21.5 billion<\/b>.<\/li>\n<\/ul>\n<p data-path-to-node=\"43\">Worth noting is the explicit mention of investments in <b data-path-to-node=\"43\" data-index-in-node=\"55\">quick commerce<\/b> and even more <b data-path-to-node=\"43\" data-index-in-node=\"84\">competitive prices<\/b> for international stores, which will impact <b data-path-to-node=\"43\" data-index-in-node=\"147\">operating margins<\/b> in the short term. It is clear that Amazon is willing to accept <b data-path-to-node=\"43\" data-index-in-node=\"229\">tighter margins<\/b> to gain share in markets where it feels pressure.<\/p>\n<p data-path-to-node=\"44\">Summarizing <b data-path-to-node=\"44\" data-index-in-node=\"12\">Amazon&#8217;s Q4 2025 results<\/b>, we see a platform in strong growth, becoming increasingly dependent on <b data-path-to-node=\"44\" data-index-in-node=\"109\">AI<\/b> and <b data-path-to-node=\"44\" data-index-in-node=\"116\">ultra-fast logistics<\/b>. For sellers, this translates into several concrete priorities:<\/p>\n<ul>\n<li data-path-to-node=\"45,0,0\"><b data-path-to-node=\"45,0,0\" data-index-in-node=\"0\">Optimize listings for AI\/conversational search:<\/b> clear descriptions, explicit use cases, integrated FAQs.<\/li>\n<li data-path-to-node=\"45,1,0\"><b data-path-to-node=\"45,1,0\" data-index-in-node=\"0\">Maintain visual quality<\/b> of products to capture <b data-path-to-node=\"45,1,0\" data-index-in-node=\"47\">visual search (Lens +45%)<\/b>.<\/li>\n<li data-path-to-node=\"45,2,0\"><b data-path-to-node=\"45,2,0\" data-index-in-node=\"0\">Leverage FBA<\/b> to access the <b data-path-to-node=\"45,2,0\" data-index-in-node=\"27\">record delivery speeds<\/b> Amazon is building.<\/li>\n<li data-path-to-node=\"45,3,0\"><b data-path-to-node=\"45,3,0\" data-index-in-node=\"0\">Monitor and optimize advertising campaigns<\/b> with a focus on <b data-path-to-node=\"45,3,0\" data-index-in-node=\"59\">TACoS<\/b>, in a context of rising <b data-path-to-node=\"45,3,0\" data-index-in-node=\"89\">CPCs<\/b>.<\/li>\n<li data-path-to-node=\"45,4,0\"><b data-path-to-node=\"45,4,0\" data-index-in-node=\"0\">Differentiate clearly<\/b> in value communication, especially for those not competing on pure price.<\/li>\n<li data-path-to-node=\"45,5,0\"><b data-path-to-node=\"45,5,0\" data-index-in-node=\"0\">Keep an eye on Haul&#8217;s expansion<\/b> and its impact on <b data-path-to-node=\"45,5,0\" data-index-in-node=\"50\">low-cost product segments<\/b>.<\/li>\n<\/ul>\n<p data-path-to-node=\"46\"><b data-path-to-node=\"46\" data-index-in-node=\"0\">2026<\/b> promises to be a year of <b data-path-to-node=\"46\" data-index-in-node=\"30\">major transformation<\/b> for the marketplace. Those who adapt to the <b data-path-to-node=\"46\" data-index-in-node=\"95\">new tools<\/b> and the <b data-path-to-node=\"46\" data-index-in-node=\"113\">new expectations<\/b> of buyers\u2014who are increasingly accustomed to <b data-path-to-node=\"46\" data-index-in-node=\"175\">speed, AI, and competitive prices<\/b>\u2014will have a structural advantage over those who continue to operate with the logic of the past.<\/p>\n<div class=\"cta-container\">\r\n<h2 class=\"cta-h2\"><strong>Try the Profit Tool for free<\/strong><\/h2>\r\n<p class=\"\">Take full control of your Amazon Business. You will see with clarity real profits, margins, ROI, orders, costs and have a balance for each European marketplace. If you are not yet familiar with ZonWizard's Profit Tool, find out how it can help you manage and grow your business.<\/p>\r\n<p class=\"\"><a class=\"button cta-button\" href=\"https:\/\/www.zonwizard.com\/features?utm_source=blog&amp;utm_medium=CTA&amp;utm_campaign=ProfitTool_LearnMore#profit\">Learn more<\/a><\/p>\r\n\r\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Amazon has published its financial results for the fourth quarter of 2025 and the full fiscal year. The numbers leave no room for doubt. The marketplace is growing at a sustained pace, driven by AI, cloud services, and an increasingly widespread logistics infrastructure. In this article, we will analyze the most relevant data for sellers.&hellip;<\/p>\n","protected":false},"author":179014712,"featured_media":7621,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[75,1],"tags":[125,1096,1361,1474],"class_list":["post-7649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-profit","tag-amazon","tag-amazon-seller","tag-q4","tag-rufus"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon Q4 2025 Quarterly Report: all the data and news for sellers - ZonWizard<\/title>\n<meta name=\"description\" content=\"A look at Amazon&#039;s Q4 2025 quarterly report and all the latest news for sellers operating on the platform.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.zonwizard.com\/blog\/amazon-q4-2025-quarterly-report-all-the-data-and-news-for-sellers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Q4 2025 Quarterly Report: all the data and news for sellers - ZonWizard\" \/>\n<meta property=\"og:description\" content=\"A look at Amazon&#039;s Q4 2025 quarterly report and all the latest news for sellers operating on the 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