- Perfality
- August 21, 2026
- 10:00 am
- Read Time: 5 mintues
A record 75,000-plus independent sellers surpassed $1 million in sales in Amazon’s store in 2025, according to Amazon’s newly published 2025 Small Business Empowerment Report. That’s a 36% jump from 2024, and it’s not a fluke — U.S. sellers averaged more than $375,000 in annual sales last year, and over 11,000 U.S.-based sellers grew their sales by more than 10x.
For sellers running an Amazon FBA management agency relationship or handling everything in-house, the report is a useful signal: the sellers pulling ahead in 2025 weren’t just lucky with demand. They leaned hard into AI-powered tools, cleaner catalogs, and tighter logistics — and the gap between those sellers and everyone else is widening.
The Numbers Behind Amazon’s 2025 Seller Growth
Amazon’s report, published by Mary Beth Westmoreland, VP of Worldwide Selling Partner Experience, breaks down a genuinely strong year for independent sellers:
- More than 75,000 independent sellers surpassed $1 million in sales in Amazon’s store — a 36% increase from 2024
- S. sellers averaged more than $375,000 in annual sales, up nearly 30% year over year
- Over 11,000 U.S.-based sellers grew their sales by more than 10x in a single year
- Independent sellers now account for more than 60% of all sales in Amazon’s store
- New sellers using Amazon’s redesigned onboarding experience generated more than $18 billion in sales in 2025
None of this happened by accident. Amazon is pointing squarely at its AI tooling as the growth driver, and that’s worth sitting with if you’re still running your account the way you did in 2023.
What’s Actually Driving the Growth
Three tools show up repeatedly in Amazon’s own numbers. Seller Assistant, Amazon’s agentic AI tool, had more than 230,000 monthly users in 2025, with sellers accepting its recommended actions over 90% of the time. Independent sellers also created more than 12 million sales-ready listings using Amazon’s generative AI listing tools — a huge shift from manually writing bullet points and titles one SKU at a time.
Product Opportunity Explorer, Amazon’s demand-and-trend research tool, was the third major driver. Sellers used it to spot unmet demand before investing in new SKUs, cutting research time that used to take days down to minutes.
The Common Thread: Clean Data In, Better Results Out
Every one of these AI tools performs better against a catalog that’s already well-organized. Amazon’s own listing AI, its ad tools, and its Rufus shopping assistant all lean on the same underlying signals — accurate attributes, current pricing, and a steady flow of reviews. Sellers with messy or outdated listings simply get less value out of the same AI stack everyone else has access to.
What This Means for Sellers
If you’re a growing brand chasing your own $1 million milestone, partnering with an Amazon FBA Management Agency can make the difference between plateauing and scaling into 2027. That’s the model behind Perfality’s own work as an Amazon FBA Management Agency: sellers get one accountable partner instead of three disconnected vendors handling content, ads, and operations separately.
There’s no shortage of firms calling themselves an Amazon FBA Agency, an Amazon FBA Marketing Agency, or even the Best Full-Service Amazon Agency in their own marketing. What separates a Full Service Amazon Marketing Agency that actually moves the needle is whether it can operate across the full stack — inventory, content, and paid media — the same way Amazon’s own AI tools are increasingly designed to. Perfality was built as an Amazon Full Service Agency for exactly that reason, and we hold ourselves to the same bar sellers should hold any Best Full Service Amazon Agency to: measurable growth, not just activity.
Perfality Note: Amazon’s AI tools reward clean, complete catalogs. A quick listing and account health audit is the fastest way to see if you’re leaving growth on the table.
Listing Optimization Now Matters More Than Ever
Sellers who invest in Amazon Listing Optimization Services now — before their catalog scales past a few hundred SKUs — tend to convert AI-driven traffic more efficiently. Working with an Amazon Listing Optimization Agency means your titles, bullet points, and A+ Content are built to satisfy both human shoppers and Amazon’s AI assistant, Rufus, in one pass.
An Amazon Product Listing Optimization Service should be auditing your top movers monthly, not just at launch, and an Amazon Listing Optimization Service should treat every new SKU launch as a listing audit opportunity, not an afterthought.
Whether you’re looking for the Best Amazon Product Listing Service Agency to fix an underperforming catalog, or an Amazon Product Listing Service Provider to build out net-new ASINs for Q4, the goal is the same: clean, compliant, keyword-rich listings that convert. Perfality’s Amazon Product Listing Optimisation Service — including its USA-based Amazon Product Listing Optimisation Service USA team — works directly inside Seller Central to keep pace with Amazon’s evolving content requirements. That’s exactly the gap an Amazon Product Listing Service should close before Q4 traffic arrives.
PPC and Account Management Discipline
On the advertising side, an Amazon PPC Management Service should be doing more than bidding on keywords — it should be reading Amazon’s own seller data the way Amazon reads it. Perfality’s Amazon PPC Management Service Agency uses the same kind of trend and demand signals Amazon highlighted in its own report to plan campaigns before a spike happens, not after.
If you’re comparing providers, look for the Best Amazon PPC Management Service track record: falling ACOS alongside rising sales, not just impressions. A PPC Management Service For Amazon that can’t show that trade-off line isn’t the right fit. And an Amazon FBA Management Service that only touches fulfillment while ignoring content or ads is leaving growth on the table.
How Perfality Would Approach This
Say you’re a seller doing $600,000 a year and want to be in next year’s $1 million cohort. We’d start with a full catalog and account health audit — the same signals Amazon’s AI tools are already scoring you on. From there, Full Service Amazon Management means fixing listing gaps, tightening PPC around your best-converting ASINs, and building a Q4 inventory plan before peak season pricing kicks in. For sellers who want a true team extension rather than a piecemeal vendor list, this pairing of operations, content, and advertising under one roof is what actually compounds.
Perfality functions as an Amazon Ecommerce Company built around this model, and clients often ask how we compare to the Best Amazon Account Management Services they’ve used before. The honest answer is usually visibility: we report the same growth metrics Amazon itself highlighted in its 2025 report — sales velocity, listing quality, and ad efficiency — inside a single dashboard, instead of three separate vendor reports that don’t talk to each other.
Getting Ready for Amazon’s Next Growth Wave
Amazon says it’s continuing to invest in AI-powered capabilities, logistics, and seller tools heading into 2026 and beyond. That means the gap between sellers who adopt these tools early and those who wait is likely to keep widening, the same way it did in 2025.
If you want a second set of eyes on where your account stands against these benchmarks, or you’re planning your push toward your own $1 million milestone, you can book a free strategy call with Perfality to talk through what a full-service approach could look like for your brand.
