Here’s the deal. 2025 is going to be a pivotal year for Amazon, and the chessboard is already set. Let me give you my unfiltered take on what’s coming.
Amazon’s Next Moves: A Giant Wakes Up
For years, Amazon has operated like an untouchable titan in eCommerce, a monopolistic juggernaut without any real competition. But, competition forces innovation — whether you like it or not.
And now? Enter TikTok, Temu, and Shein. These challengers are making Amazon sweat.
Did you catch how quickly Amazon rolled out Haul to take on Temu? It’s proof that even the biggest elephants can dance when they’re pushed.
And TikTok? It’s not going anywhere. Sure, there’s chatter about bans, but at most, you’re looking at a brief pause.
My prediction? An American corporation—think Elon, think Zuck (with Dana White now a board member at Meta)—steps in with a stake.
Heck, could Bezos also be in the game here? (By the way, have you noticed the sudden bromance vibes between Bezos and Elon recently? Interesting times ahead!)
The End of Vendor Central?
Now, here’s the billion-dollar question: Will Vendor Central survive 2025?
I see 3 possibilities:
1. Amazon shuts it down entirely, forcing all brands to transition to Seller Central with FBA taking over.
2. Vendor Central shrinks to support only the elite brands pulling in $20M+ annually.
3. Amazon merges the two into a unified portal—let’s call it Supplier Central. Depending on your login, you’re routed to Seller or Vendor tools.
My money’s on Option 3.
Honestly, Vendor Central feels outdated. Bezos built it back when owning the supply chain was everything.
But today? Seller Central with FBA already delivers on the promise of the largest selection, lowest prices, and fast delivery—all without the operational bloat of 1P.
Goodbye to Paid Programs Like AVS and SAS
Let’s talk about the elephant in the room: Amazon Vendor Services and Strategic Account Services.
Charging brands extra for basic platform support? That’s a bad look, especially with competition heating up.
I predict Amazon will phase out these programs— because let’s face it, you can’t charge a fee to do something that should be part of the platform.
Amazon Advertising: The Crown Jewel
Here’s where the real action will be: Amazon Advertising.
Expect massive innovation here. If you’re working at Amazon, this is your cue—investments will flow to the advertising teams, and with them, the biggest growth opportunities.
Seller Central and Vendor Central? They’ll get upgrades, sure, but the real gold rush will be in ad tech followed by Seller Central.
Seller Central: It’s Time for a Revamp
At SalesDuo, we have seen Amazon’s Seller Central and Vendor Central has been a headache for brands for far too long. All those “Contact Us” cases, content updates, image uploads, UPC changes—fixing these should be trivial for Amazon. They already have the Brand Registry data. It’s just laziness.
Here’s what’s going to happen: Amazon will streamline Seller Central (can’t comment that about Vendor Central).
Imagine a world where every content update gets instantly verified—brand owner submissions get auto-approved, and the rest are tossed.
Clean. Efficient.
Chinese Sellers: The Silent Revolution
Let’s not ignore the seismic shift in Amazon’s seller base. Back in 2019, 28% of sellers were Chinese. By 2023, that number hit 63%. By 2024, we’re likely in the 65–70% range.
What does this mean for American brands? Will they adapt, fight back, or get pushed out?
I don’t have a clear prediction here, but I’ll be watching closely.
2025: A Year of Disruption
Amazon in 2025 is going to be a battlefield.
Competition is fierce, and innovation will follow. The platforms will change, new challengers will rise, and American brands will have to fight harder than ever to stay relevant.
I, for one, am ready to sit back, grab some popcorn, and see how this all unfolds.
Let’s make it happen. 🚀
Frequently Asked Questions
About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
