Amazon’s Dual Strategy: Shifting Costs While Investing in Logistics

Amazon is navigating rising operational expenses by implementing a dual approach: passing certain costs onto third-party sellers while simultaneously resisting price increases from its suppliers. This strategy is meeting with pushback, as some brands have already withdrawn their products from the Amazon marketplace in response.

New Surcharge for Third-Party Sellers

A central element of this cost-management effort is a new 3.5% surcharge for sellers using the Fulfillment-by-Amazon (FBA) service, set to take effect on April 17, 2026. The company cites persistent volatility in global energy prices and the impact of geopolitical tensions on fuel costs as the primary reasons. Amazon states it has absorbed these expenses internally until now but can no longer do so under current economic conditions.

The surcharge will initially apply to FBA sellers in the United States and Canada, as well as merchants using remote fulfillment to ship to Mexico and Brazil. From May 2, 2026, the fee will extend to “Buy with Prime” and Multi-Channel Fulfillment orders. For the average U.S. seller, this translates to an estimated additional cost of 17 cents per item shipped. While officially labeled as temporary, no end date for the surcharge has been announced. This move follows a similar 5% fee introduced by Amazon in 2022.

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Supplier Relations Under Strain

In a parallel development, Amazon is refusing to accept higher purchase prices from its direct suppliers, many of whom are seeking to pass on their own increased production and logistics costs. Reports from April 7 indicate that several brands have reacted by pulling their products from Amazon’s platform. The exact number of affected suppliers and whether Amazon is engaging in renegotiations on a case-by-case basis remains unclear.

Sustained Capital Expenditure Amid Cost Pressures

Despite these short-term measures to control expenses, Amazon continues to commit significant capital to long-term logistics infrastructure. The company plans to invest $4 billion by the end of 2026 to expand its rural delivery network, aiming to reduce its reliance on external carriers.

However, a complete shift away from partners is not planned. Amazon will continue to route over one billion packages annually through external delivery services. As part of this evolving network strategy, the volume handled by the United States Postal Service (USPS) is expected to decrease by approximately 20% compared to previous levels.