Amazon Trends to Watch in 2026

2025 was a hard year for many Amazon sellers. Tariffs, the end of de minimis, higher fees and fast changes in how shoppers find products. As we plan 2026 with our clients, a few trends stand out. Here are the ones we think will matter most.

1. AI shopping becomes normal

Rufus is now part of everyday shopping on Amazon, and AI shopping tools outside Amazon are growing fast. More shoppers will ask questions instead of typing keywords. Listings that answer real questions clearly will win more often. We wrote about this in October in our post on AI shopping.

What to do: audit your top listings for clear answers, complete attributes and honest claims.

2. Profit over growth

With higher costs, more brands are focused on profit per unit instead of revenue at any cost. Expect tighter ad budgets and more attention on TACoS and contribution margin.

What to do: set ACoS targets by product, cut ad waste every week and track profit monthly per ASIN.

3. Costs stay high

Tariffs and fees are unlikely to drop much soon. Inventory planning will stay complex, with capacity limits, placement fees and low inventory fees all in play.

What to do: plan steady replenishment, keep a 3PL buffer and recheck margins every quarter.

4. Video everywhere

Video is now part of search ads, product pages, streaming TV and social media. Brands with a library of short, honest product videos have a real advantage.

What to do: build a simple video library: overview, how to use, size and scale, and problem and solution.

5. Reviews are read by machines

AI review summaries and Rufus surface the patterns in your reviews. One recurring complaint can shape how your product is described. We explained this in July in our post on review quality in the AI era.

What to do: group reviews by theme every month and fix root causes.

6. More channels, more complexity

TikTok Shop, Walmart and brand websites continue to grow. Many brands will sell in more places, which makes pricing and inventory harder to manage.

What to do: keep prices consistent across channels and plan stock as one pool. Read our view on cross-marketplace selling.

7. Global expansion with eyes open

Canada, Mexico and Europe still offer growth, often with less competition than the US. But compliance rules like GPSR and EPR in Europe mean expansion needs real planning.

What to do: test new markets with a few proven products before going all in.

The bottom line

2026 will reward brands that run tight, profitable operations and make their listings genuinely helpful for both people and AI. If you want help planning your 2026 strategy, request a free audit or see our services.

FAQs

What is the biggest Amazon trend for 2026?

AI shopping. More shoppers are asking questions through tools like Rufus, so listings that answer questions clearly will have an edge.

Will Amazon fees go down in 2026?

It is unlikely that overall costs will fall much. Plan for high costs and focus on efficiency and margin.

Should I expand to new Amazon marketplaces in 2026?

It can be a good growth path. Test a few proven products first and plan for local compliance rules, especially in Europe.