I own a dozen brands that sell primarily on Amazon, and I have to say that this whole issue seems quite overstated, especially with regard to its impact on consumers. I don't get the impression that the person writing this actually sells things on Amazon, which seems to be par for the course with these critiques.

People love to complain about Amazon fees, but when I read things like "In 2014, this was about 19% of sales. But today, many sellers hand close to half of every sale to Amazon. Half!" I wonder why people who are so lacking in subject matter expertise decide to write these articles.

The main reason that Amazon charges so many fees is that they provide a truly mind-boggling amount of infrastructure for you. The main reason the percent you pay to Amazon has gone up is because they've added more services. The author of the post notes that only the referral fee is mandatory, but doesn't manage to quite put together why going from only referral fee to a bunch of extra services means that Amazon now takes more of every dollar.

Once upon a time, you'd list your stuff on Amazon, and when someone ordered a product, you'd ship it yourself. Then Amazon decided to allow third party sellers to use Amazon's storage and fulfillment. Now suddenly the percentage of each sale's revenue that went to Amazon doubled! And yet, this was 100% positive for merchants, because Amazon's storage and fulfillment prices are cheaper than almost any alternative. When you move from a 3PL to Amazon's fulfillment, you pay Amazon more, but your profit margins increase. (There are exceptions for some product types, but the overwhelming majority of the time you save money.)

Of course, Amazon's fulfillment centers started running out of storage, so they'd limit how many units people could store there. That meant larger sellers would still have to maintain their own storage solution for anything that wouldn't fit at Amazon. But then Amazon introduced AWD, an upstream storage solution where you can store basically an infinite amount of stuff still packed by the case, and it ships to FBA warehouses when needed. More money for Amazon! But AWD is cheaper than basically any 3PL's storage, so more money for me too.

Amazon then introduced a service that let you book freight in the US with them to get things to their warehouses. Then they introduced freight to get things into the US from overseas. Then they introduced even cheaper AWD warehouses in China. You're not required to use these things, but Amazon wins a lot of business with them because they're cheaper than competitors.

This is not to say that everything Amazon does is great or that all of their fee increases have been net positive. First they introduced a fee if your products sit in FBA warehouses more than six months, then they introduced a fee if your inventory gets too low relative to demand. These are annoying! (Though also I have almost never been affected by them, because the amount of inventory Amazon wants you to have is basically the optimal amount from a planning perspective anyway.)

There's advertising, which, yes, is very annoying to have to pay for, but y'know what? You have to pay for that on your own site too! I have one brand where I do a healthy business on my own Shopify site, but I keep less of every dollar on there than on Amazon because I have to spend more on Meta ads to get a sale than I do on Amazon ads.

People love to hate on Amazon (and, again, lots of valid reasons for this!), but at the end of the day they collect an enormous amount of money because they provide an enormous amount of value.