Amazon Seller Trends to Watch in 2026

Updated: May 2026



Amazon in 2026 is a very different platform from what it was a few years ago. The marketplace has matured, competition has intensified, and the sellers who are growing are the ones adapting to a new set of rules. AI tools are changing how listings are built and managed, video content is becoming essential for conversions, advertising costs keep climbing, and Amazon is enforcing stricter pricing policies. Here are the trends that matter most for UK sellers this year, and what you should be doing about them.

Is Amazon Getting More Expensive for Sellers?

The short answer is that it depends on how you look at it. Amazon actually reduced fees in 2026, lowering referral fees in several categories and cutting FBA fulfilment costs for parcels. But at the same time, advertising costs continue to rise. According to Marketplace Pulse, over 70% of Amazon sellers now use Amazon Ads to drive visibility, up from roughly 40% five years ago. More advertisers mean more competition for the same ad placements, which pushes CPCs higher.

The practical impact is that organic visibility alone is no longer enough for most sellers. You need a paid advertising strategy alongside your listing optimisation. That does not mean blindly throwing money at Amazon PPC. It means building efficient campaigns that target profitable keywords and monitoring them closely to keep your ACOS under control.

How is AI Changing Amazon Selling?

AI tools are now widely used for product research, keyword optimisation, pricing, and inventory management. Amazon itself has introduced AI-powered listing tools, such as Enhance My Listing, which uses machine learning to suggest improvements to titles, bullets, and descriptions. Third-party tools like Helium 10 and Jungle Scout have integrated AI features that analyse competitor data and predict demand patterns.

For sellers, this means two things. First, the bar for listing quality is rising as more sellers use these tools to optimise their content. A listing you built manually in 2023 is now competing against listings refined by AI-assisted research and copywriting. Second, sellers who combine AI tools with genuine product expertise and a real understanding of customers are outperforming those who rely solely on AI. The tools are powerful, but they are only as good as the strategy behind them.

At Kangaroo UK, we use AI tools as part of our research and analysis process, but every listing we produce is reviewed and refined by our Amazon team. The technology speeds up the data work, but the strategic decisions and the brand voice come from people who understand the client's products and market.

Why Is Video Content Now Essential?

Amazon's algorithm increasingly favours listings with video content. Listings with product videos consistently achieve higher click-through and conversion rates than those with static images alone. This is not surprising when you think about the shopper's experience. A 30-second video showing a product in use answers questions that even the best images cannot.

If you are enrolled in Amazon Brand Registry, you can add video to your product detail pages, your Amazon Brand Story, and your Sponsored Brands campaigns. The good news is that the videos do not need to be cinematic productions. Short, clear product demonstrations filmed on a decent camera or smartphone consistently outperform polished brand films because shoppers want to see the product, not watch an advert.

If you are not using video yet, this is the single easiest way to improve your listing performance in 2026. Start with your best-selling products and work outward.

What Are Amazon's Stricter Pricing Rules?

Amazon has introduced new Amazon pricing rules in spring 2026 that change how your RRP and Was Price are validated. The key change is the 50% rule: if your product sells below its standard price for more than half of a 90-day window, Amazon counts those discounted days when calculating your baseline price. This directly affects your ability to run profitable deals during Prime Day and other events.

For sellers who have been running constant promotions, this is a wake-up call. The days of permanently discounting and then claiming a Prime Day "deal" from an inflated starting point are over. You need a deliberate pricing strategy that protects your baseline in the weeks before major events.

Is Brand Building More Important Than Ever?

Yes. Amazon is rewarding brand-registered sellers with better tools, better ad formats, and better analytics. According to Thunderbit's Amazon FBA Statistics report, over 800,000 brands are now enrolled in Amazon Brand Registry, a 20% increase from the previous year. Sellers with Brand Registry get access to A+ Content, Brand Story, Sponsored Brands ads, Brand Analytics data, and Amazon's new AI listing tools.

The shift is clear: Amazon is moving from a marketplace of anonymous products to a marketplace of recognisable brands. Sellers who invest in building their brand presence on Amazon through quality listings, a consistent visual identity, and a strong Amazon flywheel of reviews and sales velocity are the ones gaining market share.

If you are selling on Amazon without Brand Registry, getting registered should be a priority. It unlocks too many competitive advantages to ignore.

Is Sustainability Affecting Amazon Sales?

Increasingly, yes. Amazon's Climate Pledge Friendly badge is gaining traction among shoppers, particularly in categories such as home, kitchen, grocery, and personal care. Products with sustainability certifications are getting a visible trust signal in search results that competitors without the badge do not have.

This does not mean every seller needs to become an eco-brand overnight. But if your products genuinely have sustainable attributes, whether that is recyclable packaging, organic ingredients, or carbon-neutral manufacturing, getting certified and displaying the badge is a low-effort way to differentiate your listing. Amazon has partnered with multiple certification bodies to make the process straightforward.

What Should UK Sellers Focus On Right Now?

If you are selling on Amazon UK in 2026, here is where to put your energy:

Get your listings to a higher standard. AI-assisted competitors are raising the bar. Every listing needs optimised titles, keyword-rich bullets, A+ Content, Brand Story, and video. If your listing looks the same as it did two years ago, it is falling behind.

Build efficient advertising campaigns. PPC is no longer optional for most sellers. But the goal is profitable campaigns, not just visibility. Track your ACOS, use negative keywords aggressively, and make sure your listings convert before you scale your ad spend.

Protect your pricing baseline. Understand the new pricing rules and plan promotional blackouts before major events. Constant discounting is no longer a viable strategy.

Invest in your brand. Get Brand Registry if you do not have it. Build your Brand Story. Use video. The sellers winning on Amazon in 2026 are the ones shoppers recognise and trust.

Stay on top of fee changes. Amazon updates its fee structure annually. Know your margins, use the Revenue Calculator, and adjust your pricing whenever fees change.

How Can Kangaroo UK Help You Stay Ahead?

Our Amazon account management team stays on top of every platform change, fee update, and policy shift so our clients do not have to. We manage listings, PPC, pricing strategy, Brand Story, A+ Content, and video strategy as part of a single joined-up service. When Amazon changes the rules, we adapt our clients' accounts before the changes take effect.

Want to make sure your Amazon strategy is up to date?

Our Amazon specialists will review your account and show you where the opportunities are.

Book a free Amazon account review or call us on 01530 560177.

Author

Abhilav Vishwakarma, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He keeps clients ahead of platform changes, fee updates, and emerging trends so they can focus on growing their business rather than chasing Amazon's latest announcements.