The global e-commerce sector continues to evolve at a rapid pace, presenting both challenges and opportunities for sellers. While TikTok faces ongoing regulatory uncertainties in the U.S., Amazon prepares for its Prime Day event and implements new platform policies that could significantly impact seller operations.
TikTok Ban Extension: Persistent Uncertainty for Marketers
The Trump-era executive order targeting TikTok has been extended for another 90 days, pushing the deadline to December 16. While diplomatic discussions continue between governments, the lack of concrete resolution leaves marketers who rely on the platform in a state of uncertainty. Businesses utilizing TikTok for customer acquisition and brand building are advised to develop contingency plans and diversify their marketing channels.
U.S. Retail Resilience: E-Commerce Growth Continues
August retail sales data revealed surprising strength in the U.S. market, with a 0.6% month-over-month increase, slightly above the previous 0.5% growth. E-commerce sales reached $129.8 billion, marking a 2% monthly and 10.1% annual increase - the highest monthly figure this year. The back-to-school shopping season contributed significantly to this growth, demonstrating continued consumer spending power despite inflationary pressures.
Amazon Prime Day 2025: Global Sales Event Announced
Amazon has officially scheduled its 2025 Prime Day event for October 7, expanding to 15 countries including first-time participants Ireland and Mexico. The global sales extravaganza will cover major markets across North America, Europe, and Asia, offering sellers a critical opportunity to boost annual revenue. Preparation for inventory management, pricing strategies, and promotional campaigns should begin immediately to maximize results.
Key Amazon Policy Updates Sellers Need to Know
Virtual Multipack Feature: New Sales Tool
Amazon's U.S. marketplace now offers a Virtual Multipack (VMP) pilot program, enabling sellers to combine single FBA inventory items into bundled listings without physical packaging changes. This innovation particularly benefits sellers of consumable products and sets, potentially increasing conversion rates while reducing operational complexity.
FBA Damaged Inventory Policy Changes
The updated FBA return assessment policy introduces new "Damaged Inventory Ownership" options. Under the default setting, Amazon assumes responsibility for inventory damaged during storage and shipping, automatically processing claims without seller intervention. Alternative configurations allow for partial ASIN coverage or complete seller responsibility, with careful consideration recommended before modifying defaults.
Enhanced Brand Authorization Requirements
Amazon has intensified brand authorization verification across European markets, requiring documented proof of legitimate supply chains for certain branded products. Sellers must provide recent invoices showing minimum purchase quantities and complete supplier information. Non-compliance may result in listing removals and inventory disposal, particularly affecting electronics and appliance categories.
Temu Penalty: Regulatory Warning for E-Commerce
The U.S. Department of Justice and Federal Trade Commission imposed a $2 million fine on Temu operator Whaleco Inc. for violations of the 2023 INFORM Consumers Act. This first major enforcement action under the new legislation signals heightened scrutiny of e-commerce platform transparency and consumer protection measures.
Strategic Recommendations for E-Commerce Sellers
In this dynamic environment, sellers should consider these key strategies:
- Diversify marketing investments across multiple channels beyond TikTok
- Maintain strict compliance with all platform policies and regulations
- Monitor policy updates and adjust operations accordingly
- Focus on product quality and customer service excellence
- Leverage data analytics to optimize performance
- Remain adaptable to industry changes and technological innovations
The e-commerce landscape continues to offer substantial growth potential for sellers who can effectively navigate its complexities. By staying informed, maintaining operational flexibility, and focusing on customer value, businesses can position themselves for long-term success in this competitive marketplace.