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This week’s Selling on Giants goes deep on one of the most important updates sellers have seen this year, Amazon’s so-called “temporary” three point five percent fulfillment surcharge and what it actually means for your business.

This is not just another fee update. This is a continuation of a pattern.

If you are operating on Amazon, this episode breaks down what is really happening behind the scenes and how to respond like an operator, not a spectator.

Main focus this week:

• Amazon introduces a 3.5% fulfillment surcharge
  Positioned as temporary, but sellers know how this plays out. Costs increase, margins compress, and the burden shifts downstream.
• Margin pressure compounds across the board
  Rising ad costs, tighter competition, and pricing sensitivity are already limiting flexibility. This adds another layer of pressure.
• Seller control vs platform control
  Amazon continues to centralize decision-making across fulfillment, data, and expansion tools, while sellers absorb more variability.

What serious operators should be doing now:

• Reduce fulfillment costs at the unit level
  Packaging optimization, dimensional adjustments, and SIPP qualification all directly impact fee exposure.
• Reevaluate fulfillment strategy
  Fulfilled by Merchant becomes more relevant for specific SKUs where FBA economics no longer make sense.
• Control participation in promotions
  Prime Day and other events require discipline. More volume does not always equal more profit.
• Test pricing, don’t guess
  Incremental price adjustments paired with conversion monitoring become critical in a constrained environment.
• Diversify beyond Amazon
  Walmart continues to expand reach, TikTok offers lower acquisition costs, and DTC provides control. Dependency is now a risk.

Additional shifts shaping the market:

• Amazon tightens ecosystem control
  From fulfillment standardization to guided expansion tools and closed data environments, control continues to consolidate.
• Discovery moves beyond search
  Reddit, AI-driven answers, and community-driven content are influencing visibility before customers reach product pages.
• AI moves from reporting to decision-making
  Systems are starting to execute on pricing, inventory, and campaign decisions, shifting the role of the operator.
• Product data becomes infrastructure
  PIM systems and structured listings are now required to scale across Amazon, Walmart, and emerging channels.
• AI-driven advertising emerges
  Early signals show product feeds and shopping placements entering AI environments, creating new acquisition channels.
• Regulatory complexity increases
  State-level regulations introduce more fragmentation, adding operational overhead and compliance challenges.

The bigger picture:

• Costs are rising
• Control is consolidating
• Discovery is shifting
• Complexity is increasing

The edge is not in hacks. It is in execution. Clean data. Clear systems. Fast decisions.

If you are an eCommerce brand selling on Amazon, Walmart, or scaling across channels, this episode gives you a clear, operator-level breakdown of what matters right now and how to respond with confidence.

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