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Monthly recap

State of Amazon

What actually shifted for third-party sellers this month. Marketplace share, fees, ad spend, and policy. Every number links to the source that reported it.

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July 202610 data points

State of Amazon: July 2026

What actually shifted in the Amazon seller ecosystem in July 2026: the post-Prime Day read, the EU's record DSA fine on AliExpress, Rufus rewriting product discovery, and Amazon Business crossing $60B. Sourced from Amazon, the European Commission, Marketplace Pulse, Retail Dive, and Fortune.

$26.4B

US online spend across Prime Day 2026 (June 23-26)

+9.3%

year-over-year growth in Prime Day online sales

4 days

Prime Day 2026 ran June 23-26, not July

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