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During the ASK 2025 conference in Marburg, leading manufacturers and brand owners came together for a panel discussion on the current state of the Amazon Vendor business.

The discussion revealed a shared reality: growth on Amazon is increasingly tied to complex trade-offs between profitability, centralization, and international expansion. Rising margin pressure, the growing cost of advertising, and logistical challenges in cross-border distribution are shaping how brands operate – and how they plan for the future.

Backed by anonymized data from thousands of ASINs and enriched with the perspectives of over 100 industry participants, this report highlights the structural tensions that define the current Vendor landscape – and the decisions that will shape its next chapter.