Is it worth it to sell or resell on Amazon in 2026?

What does it cost to sell on Amazon in 2026?

Amazon's own fee pages, checked on 7 October 2026:

How much do Amazon sellers actually keep?

Less than most first-time sellers assume. Marketplace Pulse's 2023 analysis of a typical seller's costs put the referral fee at 15%, FBA fees (with storage) at 20 to 35%, and advertising and promotions at up to 15%: more than 50% of revenue in total, up from 40% five years earlier. Some sellers reported paying 60 to 70%.

Illustration using those shares, not a quote: on $100 of sales, about $15 goes to referral fees, $20 to $35 to FBA and up to $15 to ads. What is left, under $50, has to pay for the product, freight to Amazon, returns, software, staff and profit.

Costs are what sellers worry about. In Jungle Scout's survey of nearly 1,500 sellers and brands (January 2025), 38% named higher shipping costs as a top challenge, 34% the rising cost of goods and 32% growing advertising costs.

Is it worth it to resell on Amazon?

Reselling (wholesale, retail arbitrage, or buying and reselling on Amazon) can work, but the rules are tighter than they were. What Amazon requires:

• Approval for some products and brands. If a product needs it, Seller Central shows an Apply to sell button.
• Proof of a legitimate source: a purchase invoice from a manufacturer or distributor, or a brand authorization letter on the brand's letterhead dated within 180 days.
• Amazon barcodes on every unit. Since 31 March 2026, sellers who are not the brand's representative must use Amazon barcode stickers even when the product has a UPC.
• Price competition for the Featured Offer on a shared ASIN, against every other reseller and often the brand itself.

Used goods have their own route: Amazon's condition guidelines, and FBA Grade and Resell for returned units, which Amazon expanded to watches, jewelry, luggage, shoes and apparel in February 2026.

Our view: reselling is a thin-margin trading business. Building your own brand is slower to start but keeps the listing, the reviews and the pricing power.

Who is selling on Amazon worth it for?

Amazon's 2025 Small Business Empowerment Report says more than 75,000 independent sellers passed $1 million in sales in its store in 2025 (worldwide, up 36%), the average US independent seller sold more than $375,000, and selling partners account for more than 60% of sales in Amazon's store. Those are Amazon's own figures.

In our experience, Amazon tends to be worth it for:

• Brands with a registered or pending trademark and 50%+ gross margin before Amazon fees.
• Products that are light, compact and repeat-purchased, where FBA fees are a small share of price.
• Sellers ready to fund advertising from day one and to manage stock to avoid storage fees.

In our experience it is usually not worth it for low-priced heavy items, products that need constant price matching, or anyone who cannot afford to hold 60 to 90 days of inventory in Amazon's network.

How do you decide if Amazon is worth it for your product?

1. Find the fee category. Check the referral fee for your category on sell.amazon.com/pricing. Amazon notes the fee category may differ from the category shoppers see.
2. Run the Revenue Calculator. Enter dimensions, weight and price for the FBA and storage fees on your actual product.
3. Budget ads at 10 to 15% of sales. This matches the up to 15% Marketplace Pulse found for advertising and promotions.
4. Check approvals. Search the product in Seller Central: Apply to sell means you need approval first.
5. Decide your contribution margin. If less than 15 to 20% of the price is left after product cost, fees and ads, rethink the price, the pack size or the channel.