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TODAY’S MAZE
Happy Friday! A routine code update sent Amazon’s checkout into a standstill yesterday. Shoppers faced broken pages while marketplace listings and images vanished across the platform.
This glitch proves even the most robust retail systems are vulnerable to human error. Is your business prepared with a backup plan for when a major sales channel fails?
In today’s MarketMaze focus:
Amazon checkout system outage
TikTok Shop enters Mexico
Costco digital sales surge
The zero-click search era
Amazon's retail loss economics
+Handpicked recent news you need to know
LET’S ENTER THE MAZE!
- Artur Stańczuk, MarketMaze Founder
MAZE STORY
The Maze: Botching a software update sent Amazon into a tailspin yesterday, breaking checkout and confusing shoppers with erratic pricing. Tens of thousands of users faced error pages as the site struggled to recover.
Reports of issues peaked at over 22,000 users as shoppers found themselves unable to log in, view account information, or complete purchases through Amazon Fresh services.
Marketplace sellers lost significant revenue as product images vanished and listings went offline, while Amazon confirmed deploying software code triggered the site-wide failure.
The company clarified that its cloud services remained operational, despite recent drone strikes targeting data centers in Bahrain and the UAE earlier in the week.
Why it matters: Even robust retail infrastructures remain vulnerable to human error during routine updates. Brands must maintain secondary sales channels to mitigate the risk of sudden marketplace blackouts.
After recent Amazon checkout outages that blocked purchases and disrupted listings, which alternative sales channel should sellers prioritize most to reduce reliance on one marketplace?
- 🌐 Own webshop (independent e-commerce stores built on platforms like Shopify or WooCommerce)
- 📱 Social commerce (sales through TikTok Shop, Instagram Shopping, or similar platforms)
- 🛍️ Other marketplaces (platforms such as Walmart Marketplace, eBay, or Allegro)
- 🏬 Retail distribution (selling through physical retail chains or wholesale partners)
- 📦 Subscription channels (direct recurring sales through memberships or product subscriptions)
☝️ Vote to see results!
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MAZE STORY
The Maze: TikTok is inviting U.S. merchants to join its new US-MX Program, which enables reaching Mexican customers with American credentials. This initiative simplifies expansion by removing local legal entity requirements.
Sellers bypass traditional hurdles like establishing physical operations or inventory sites because the platform provides the logistics support necessary for international shipping.
Previous international expansions usually required brands to partner with regional operators to manage complex compliance requirements before accessing new customer bases.
Merchants can scale their reach across the border without the overhead costs typically associated with infrastructure investment in the growing Latin American market.
Why it matters: Removing the barrier of local registration transforms Mexico into a friction-free growth engine for American brands looking to diversify revenue. This move positions TikTok as a serious competitor to established regional marketplaces.
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MAZE STORY
The Maze: Costco reported a 22.6% increase in digital sales during Q2 2026, proving that even warehouse giants can master the mobile-first landscape by blending in-store value with online convenience. earnings release
Total app visits jumped 63% as the retailer introduced modernized product display pages and personalized marketing carousels to drive higher member engagement during the quarter.
New automated pay stations allow members to complete pre-scan orders in roughly eight seconds, significantly boosting warehouse checkout speed and employee productivity levels.
CEO Ron Vachris intends to return court-ordered tariff refunds to members through lower prices on categories like textiles and cookware to maintain the brand's value leadership.
Why it matters: Costco's success demonstrates that digital transformation isn't just for D2C brands; legacy retailers can unlock massive growth by removing friction and doubling down on member-centric value.
DATA TREASURE
The Maze: Traditional search is losing influence in B2B tech. 42% of UK and US CMOs say performance from classic search channels is declining as AI and zero click results reshape discovery. Visibility now happens inside answers.
42% report AI driven and zero click search is changing how buyers evaluate brands, reducing direct website visits but increasing reliance on summarized results.
35% cite competitive pressure as rivals adapt to generative engine optimization, forcing faster strategic shifts.
17% note AI systems prioritize trusted media and analysts, signaling authority and credibility now drive algorithmic inclusion.
Why it matters: Ranking is not enough. Brands must earn trust signals that AI systems surface. Search is evolving from keyword game to credibility game.
DATA TREASURE
The Maze: Amazon’s retail machine runs at a loss on products alone. In 2025 cost of sales and fulfillment reached $465B versus $296B in product sales revenue, implying a $169B loss without services. Services fund the empire.
Retail economics show product margins cannot cover fulfillment and logistics at Amazon scale, reinforcing that low prices are strategic not accidental.
High margin services such as advertising, AWS, subscriptions, and seller fees offset retail losses and generate overall profitability.
This structure enables aggressive pricing, fast shipping, and ecosystem lock in that competitors without service layers struggle to match.
Why it matters: Platform economics beat pure retail economics. If you do not monetize services, competing on price and speed alone becomes a losing game.
BRIEFING
🏬 Everything else in Ecommerce & Big Tech
🇨🇳 JD.com reported its first quarterly loss in nearly four years, shifting its primary growth strategy toward European expansion as a fierce price war continues in China.
🇪🇺 Shein is seeing a slowdown in Europe, with active user growth decelerating to 6.9% between August and January, suggesting the platform is nearing market saturation.
🇺🇸 TikTok confirmed that Sofia Hernandez, the global head of marketing and commercial partnerships, is leaving after six years, marking a major leadership shift for its ad business.
🇺🇸 24 US States filed a lawsuit to block newly imposed 15% global tariffs, arguing the executive branch lacks the constitutional authority to levy them without congressional approval.
🌍 Middle East Conflicts disrupted B2B supply chains, with shipping costs for some textile sectors surging by 400% and causing significant delays in cross-border payments.
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