“Peak Amazon” is back. The recurring narrative suggests that Amazon has passed its zenith – saturated markets, slowing growth, eroding dominance. Yet with USD 717 billion in revenue in 2025, surpassing Walmart for the first time, the data paints a more complex picture.

In this family & friends news episode, Ingrid is joined by Andrea Engelmann (OnMacon) to question whether we are really seeing structural limits - or simply strategic prioritisation. The Netherlands serves as a case in point: Amazon is investing €1.4 billion in logistics, infrastructure and visibility, and has already overtaken bol in search visibility. The idea of “romantic local heroes” standing firm against global giants sounds appealing - but when Amazon decides a market matters, power dynamics shift quickly.

Beyond the Peak debate, they discuss TikTok Shop’s $100 billion GMV milestone, the rise of Roblox as a Gen Z commerce environment, Reddit exploring community-driven commerce, regulatory pressure on the Buy Box, and the open question of how AI agents will reshape platform control.

A focused conversation about shifting ecosystems - and why “peak” may be the wrong lens to assess what’s happening.

Note from the sponsor Channable:

Different feeds, different platform requirements, manual workarounds - and a lack of transparency. Does this everyday chaos in marketplace operations sound familiar? Then the next podcast episode is exactly what you need.

We talk to the drugstore brand KoRo about precisely this chaos, and how to bring it to an end. KoRo is known for its natural food products and now sells across multiple channels: brick-and-mortar retail, its own online shop, and marketplaces such as Amazon and Kaufland. Adrien Gosteli from KoRo will explain how the team structured its marketplace activities and brought operational complexity back under control. The case is supported by Lucas Bassa, Product Lead Marketplaces at Channable. If you are responsible for marketplaces, want to scale your company, or are already operating at an expert level, make sure to tune in next week - this case will be well worth it.