Is it really getting harder to sell on Amazon? Or are there any other factors affecting this?
- AI’s reading into your listing images 🖥️
- Selling on Amazon isn’t getting harder—it’s getting uneven 👀
AMAZON NEWS
Amazon has introduced a new 3.5% “fuel and logistics” surcharge on FBA fees.
On its own, it seems small. But like most Amazon changes, the impact isn’t just the percentage—it’s how these increases stack over time.
👀 What actually changed
Starting April 17, Amazon will apply a 3.5% surcharge to fulfillment fees across FBA in the U.S. and Canada.This applies to pick, pack, and shipping—not product price.
On average, that’s about $0.17 more per unit. It will also extend to Buy with Prime and Multi-Channel Fulfillment in May.
Why Amazon is doing it
Amazon points to rising fuel and logistics costs. Instead of absorbing those costs, they’re passing part of it to sellers—similar to what major carriers have done across the industry
📈 On paper, this is a minor increase
In reality, it adds to existing pressure: higher ad costs, ongoing fee changes, and tight competition. Small increases matter more when margins are already thin.
How it affects sellers
For strong brands, this is manageable. For low-margin sellers, it’s harder to absorb—especially in competitive categories where raising prices isn’t easy. Over time, changes like this can determine which products remain viable.
The pattern
Amazon introduced a similar surcharge in 2022. These changes are often framed as temporary, but they tend to become part of the system sellers operate in.
The takeaway
This isn’t just about a 3.5% fee. It’s about how Amazon evolves—through small, consistent changes that gradually reshape margins.
For sellers, the focus isn’t just managing this increase. It’s building a business that can handle what comes next.
TOGETHER WITH WALMART MARKETPLACE
Lavazza partnership with Walmart Marketplace and WFS brews rapid growth
Lavazza, a coffee brand, saw more than 200% growth in Walmart Marketplace sales within 18 months of leveraging Walmart Fulfillment Services (WFS).*
Since joining WFS, Lavazza has:
- Improved efficiency
- Improved on-time delivery to customers
- Reinvested in marketing and advertising
Let WFS do the heavy lifting while you focus on scaling your way.
Join Walmart Marketplace today
*Data provided by Lavazza
BITES OF THE WEEK
- Shopify integrated its merchant catalog into ChatGPT [read more]
- Automatically Sync Shopify Promotions to TikTok Shop [read more]
- Meta testing AI shopping with one-tap checkout [read more]
- Google Merchant Center expands loyalty program [read more]
- Google Gemini doubled its referral traffic to websites [read more]
TRENDING TOPIC
Prime shipping - without Amazon?
Amazon is testing Prime shipping outside of Amazon.
Shoppers can now get Prime delivery on brand websites—without logging into their Amazon account.
At first, it looks like a small UX update. But it changes how Amazon fits into ecommerce.
What actually changed
Amazon is letting select brands offer Prime shipping directly on their own websites. Customers browse and check out like normal. There’s no Amazon login and no redirect.
But behind the scenes, Amazon still handles fulfillment and delivery.
So while the experience feels like a direct brand purchase, the infrastructure is still Amazon.
🖊️ Why this matters
For years, Amazon pulled transactions into its own platform. Now it’s starting to push its advantages outward.
By removing the login requirement, it becomes much easier for brands to adopt Prime shipping without disrupting their own customer experience.
That small change lowers friction—and makes the model easier to scale.
What this creates
Brands keep control of the front end. They own the storefront, the branding, and the customer relationship.
But Amazon controls the delivery. Which means the most critical part of the experience still runs through Amazon.
Where the shift is happening
Amazon is expanding beyond being just a marketplace. It’s positioning itself as infrastructure.
Not just where people shop, but how orders get fulfilled—even outside its own platform. That allows Amazon to grow without needing every transaction to happen on their website.
The takeaway
This isn’t just about Prime shipping. It’s about reach. Amazon doesn’t need to own the transaction anymore. It just needs to power what happens after it.
