Is Selling on Amazon Too Saturated in 2025? The FULL Truth Revealed
Why This Question Matters
One of the most frequently asked questions in the Amazon seller community right now is: "Is selling on Amazon too saturated in 2025?" And to be completely transparent with you, I’m going to give it to you straight—no, Amazon is not too saturated. In fact, if you’re looking to hit six figures or even more with an Amazon business in 2025, there are still massive opportunities for you.
I’m not just saying this based on theory. After running my own Amazon business and mentoring over 600 students, I’ve seen it firsthand: It’s possible. It’s not just possible to succeed, it’s not only possible to make consistent profits—it’s possible to scale.
I've been consistently hitting over $100,000 in revenue every month with my personal Amazon store. But how? Is it because I got in early? Is it because I’m lucky? Absolutely not. It’s because the data tells me that Amazon continues to grow, and with the right mindset, anyone can break into this market and dominate.
Let me break it down for you so you understand why this opportunity is far from over, and how you can take advantage of the massive potential that Amazon still offers.
Key Takeaways:
The mindset that Amazon is “too saturated” is a limiting belief that stems from scarcity, not reality.
Amazon continues to experience growth, and the data proves there's plenty of room for sellers to thrive.
My personal experience and the success of my mentorship students prove that you can still build a profitable Amazon business even in 2025.
By understanding key metrics, such as the Best Seller Rank (BSR), you can make more informed decisions and discover untapped opportunities.
Table of Contents:
Why This Question Matters
The Saturation Myth: A Mindset Problem
What the Wealthiest People Know About Opportunity
Amazon’s Growth: Data to Back the Claims
The Power of Best Seller Rank (BSR)
How Many Opportunities Are Really Out There?
The 70/30 Rule: How to Diversify Your Product Listings
Abundance Over Scarcity
The Growing Trend of Amazon’s Sales
Understanding Amazon’s Marketing Dominance
Succeeding on Amazon in 2025
Don’t Fall for The “Saturated” Myth
The Saturation Myth: A Mindset Problem
Let’s address the most important part of the conversation first—the belief that Amazon is too saturated.
The reality is that saturation is a mindset issue. You’ve probably heard someone say, “Selling on Amazon doesn’t work anymore. There are too many sellers. It’s too competitive.” This statement comes from a place of fear, not fact.
Let me put this in perspective. Over the past four years, I’ve coached over 600 students on how to sell successfully on Amazon. If it was as saturated as people say, how could I keep producing successful case studies year after year?
Take Ray, for example, who made $100,000 in just 12 months with his Amazon business.
Or Aru, who just started last week and already made her first few sales. These people followed the same systems I teach, which go beyond just surface-level tips.
The reality is that people who claim that Amazon is too competitive either don’t have the experience or are focused on the wrong things. And even if they do have experience, they might not know how to navigate a crowded market, which is what sets successful Amazon sellers apart from the rest.
What the Wealthiest People Know About Opportunity
Let’s step back for a moment and think about the mindset of the world’s wealthiest people. When you think of billionaires like Jeff Bezos, or renowned investors like Warren Buffett and Charlie Munger, do you think they viewed their industries as too competitive when they were starting out? Of course not.
They had an abundance mindset. They understood that opportunities are everywhere. And it’s the same for you as an Amazon seller in 2025.
When you have a scarcity mindset, you start thinking, “It’s too saturated. It’s too competitive.” But when you flip that to an abundance mindset, you realize there are more opportunities than you can count. This is the same mindset I teach my students, and it’s the same mindset that’s led to my success.
Take someone like Grant Cardone or Tony Robbins—you hand them any business idea or product, and they’ll find a way to monetize it. Why? Because they view the world as full of opportunities, not competition. They see the world’s resources as abundant.
So, let me ask you this: What’s the difference between you and those people? The only difference is how you’re viewing the opportunity in front of you. If you think it’s too saturated, it will be. But if you believe there are infinite opportunities, you will find ways to succeed.
Amazon’s Growth: Data to Back the Claims
Now, let’s talk about data. Because data doesn’t lie, and this is where I can really show you that the idea of saturation is not only unfounded but completely false.
I’m not just talking about some surface-level analysis. I’m going deep into the numbers. According to a report from ClearTheShelf.com, we can clearly see the Best Seller Rank (BSR) and the volume of products sold on Amazon. For example, if a product in a category has a BSR of 1, that product is selling better than any other product in that category. If it has a BSR of 100, it’s at the bottom of the category.
But the interesting part? You can access this data for every product.
Take a product like the Magic Bullet. If you scroll down on its Amazon listing, you’ll find its BSR in the kitchen and dining category. In this case, it’s around 15,800. Now, this might sound high, but it’s actually an excellent number.
Why? Because it’s still within the top 5% of products in its category. In a category like kitchen and dining, which has 169 million products, that’s a pretty hot-selling product.
The Power of Best Seller Rank (BSR)
The BSR is an essential tool for Amazon sellers. It tells you how well a product is selling within its category, and it’s publicly available for anyone to see.
Let’s use the Home and Kitchen category as an example. This category has 169 million products sold on Amazon in the U.S. When you know this, you realize just how many products are out there, but also just how many hot opportunities exist.
If you look at the BSR for a product in the Top 5%, you’re looking at products with a BSR that’s in the range of 1 to 83,000. Even a product with a BSR of 15,000 is doing great.
Now, let’s take a step back and look at the overall picture. There are over 900 million different products sold on Amazon right now—that’s right, 900 million. If you want a slice of that pie, it’s out there. And no, it’s not too saturated.
When someone tells you that Amazon is saturated, what they’re really saying is that they’ve either missed the boat or haven’t figured out how to tap into these 900 million opportunities. But that doesn’t mean you have to.
How Many Opportunities Are Really Out There?
Let’s break it down even further. According to the statistics I’m referencing from ClearTheShelf.com, Amazon’s Home and Kitchen category alone has 169 million products. That’s just one category! With categories like Beauty and Personal Care, Office Products, and Patio, Lawn and Garden, you can quickly see just how much room there is for profitable products.
If you want to sell in appliances, for instance, there are over 1.66 million products to compete with, but there are also countless niches and subcategories to explore. The key here is not to limit yourself to just one narrow product category but to spread your focus across multiple categories—this gives you a much wider pool of potential sales.
The 70/30 Rule: How to Diversify Your Product Listings
This is where I introduce the 70/30 Rule, one of the core strategies I teach my mentorship students.
Here’s the idea: 70% of the products you sell should be in major, high-demand categories like Home and Kitchen, Health & Personal Care, Beauty, Office Products, and so on. The other 30% should be in more seasonal or niche categories.
This helps you diversify your product offerings while also ensuring you don’t narrow yourself down into a specific niche that might eventually limit your growth.
For example, if you’re selling just appliances, you’re only exposed to about 1.66 million products.
But…
if you expand into categories like Beauty, Office Products, and Patio & Garden, you open up a massive array of opportunities! It’s all about expanding your reach and making more informed listing decisions based on solid data.
Abundance Over Scarcity
The bottom line is this: Amazon is not saturated in 2025. The opportunities are endless for those who understand the data and approach the market with the right mindset. If you believe Amazon is too competitive, it will be. But if you believe there’s plenty of room for you to succeed, you’ll find your way.
By using the right tools—like BSR data, understanding product categories, and following strategies like the 70/30 Rule—you can carve out a profitable niche and make your mark on this massive marketplace.
Remember, the wealthiest people in the world don’t see competition as a reason to back down—they see it as a reason to dive in and thrive. So, if you’re ready to take action, the opportunities are waiting for you. And I’m here to help you succeed along the way.
The Growing Trend of Amazon's Sales
The second part of our discussion focuses on diving deeper into the remarkable figures behind Amazon's growth and why selling on Amazon is still a promising opportunity, even in a competitive landscape.
If selling on Amazon were overly saturated or competitive, we would expect to see a downward trend in their net sales. However, the reality is quite the opposite. Amazon has experienced consistent growth in its annual consolidated net sales, as evident in recent reports. For instance, in 2023, Amazon made a staggering $574.8 billion in sales.
What’s particularly notable is that third-party sellers, like myself, are responsible for over 60% of this revenue. This shows just how much Amazon relies on external sellers to generate its income, which speaks volumes about the opportunity still available for new sellers.
Amazon’s growth is not limited to just annual sales. Looking at quarterly figures, we can see a consistent upward trend in sales year over year. In Q3 of 2024 alone, Amazon's net sales hit $18.8 billion, an 11% increase from Q3 2023.
This continuous growth, quarter after quarter, proves that Amazon’s platform is not oversaturated. The increase in sales shows that there’s still a rising demand for products on the platform, and the competition doesn’t seem to be slowing down anytime soon.
Understanding Amazon’s Market Dominance
In 2023, Amazon captured a remarkable 62.7% of the total e-commerce market share, which further demonstrates its dominance in the industry. With over 236 million people shopping on Amazon each month, the pool of potential customers is vast. If you believe the marketplace is overcrowded, take a moment to reconsider — with over 236 million shoppers, there’s plenty of room for your products to gain traction.
What’s more, Amazon is home to the largest online third-party marketplace, with 1.9 million small and medium-sized businesses selling products through its platform.
In 2023 alone, Amazon’s third-party sellers moved $4.5 billion worth of goods. If you’re wondering about the scale of opportunity, keep in mind that third-party sellers are constantly adding to the platform’s revenue — and you could be one of them.
Succeeding on Amazon in 2025
Now that we understand the potential of Amazon’s platform, let’s shift focus to what I’m personally doing to stay ahead in this growing market.
Focus on Account Health: Taking care of your Amazon account health is crucial for long-term success. This is something that many new sellers overlook, but it’s as vital as maintaining your physical health. If you neglect your account health, you risk not being able to sell on the platform. In 2025, I will be optimizing my account health metrics to ensure my business remains competitive.
Expand Supplier Networks: Diversifying suppliers is essential for gaining access to a variety of products and variations. For example, one supplier may offer a gold-colored water bottle, while another might have a pink version. By expanding my suppliers, I can ensure my Amazon store offers a wide array of products and cater to different customer preferences.
Embrace AI for Efficiency: AI is revolutionizing the way businesses operate. For my Amazon business, I plan to incorporate AI tools to streamline tasks such as product research and customer service. The advancements in AI can help make the process more efficient and keep my business ahead of the curve. Leveraging AI tools, like ChatGPT, will help automate redundant tasks and allow me to focus on scaling my business.
Don’t Fall for the “Saturated” Myth
With all the data and growth trends in mind, it’s clear that Amazon is not oversaturated or overly competitive. The numbers speak for themselves — there are millions of shoppers and thousands of sellers on Amazon, but the opportunity to succeed is still vast. It comes down to mindset and strategy. If you have the right approach, Amazon is still a goldmine.
So, if you're thinking about selling on Amazon in 2025, don't let the notion of saturation discourage you. Focus on building a solid strategy, maintaining your account health, expanding your suppliers, and using technology to your advantage. There’s no reason why you can’t be a part of the growing success on Amazon.
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