TL;DR: Amazon’s unit growth, promotional intensity, and advertising gains fueled its outperformance of the broader retail market in 4Q, while fulfillment and cost efficiencies are poised to drive sustained growth and profitability improvements in 2025.
3 minute read
Amazon remains the fastest-growing platform at-scale for brands, outperforming the broader retail market by 3.6x in the fourth quarter. In 2025, its key areas of focus—fulfillment efficiency, retail media growth, and profitability through logistics innovations—offer brands an opportunity to drive their own share gains while optimizing performance on the site.
Key Insights & Action Items
