If 2025 taught ecommerce leaders anything, it’s this: growth didn’t vanish, it got more expensive, more operational, and far less forgiving.
On the surface, Amazon ecommerce delivered another year of expansion. Industry revenue grew 5.5%, proving demand is still there. But underneath that topline number, the mechanics of growth changed in ways that caught many brands off guard.
Growth came from selling more units, not charging more. Units rose 10.2%, while average selling price fell 4.3%, even as discounting eased materially. In other words, brands discounted less and still realized lower prices. Competitive pressure and mix shifts did the rest.
This wasn’t a year where brands could rely on promotions or traffic spikes to carry results. 2025 forced a different discipline.
