Amazon vs Walmart vs Target Plus: What Changes Operationally for Sellers?
Reading Time: 11 minutes If you already sell on Amazon, adding Walmart or Target Plus…
In a major follow-up to our earlier coverage — “Amazon Confirms: ‘We’re Not Leaving USPS’ But Delivery Shake-up Looms” (December, 2025) — Amazon and the U.S. Postal Service have now finalized a scaled-back delivery agreement that preserves roughly 80% of Amazon’s existing USPS parcel volume, avoiding the far steeper two-thirds reduction that had earlier been on the table.
Reuters first reported that the new arrangement translates to a 20% reduction in Amazon volume handled by USPS, bringing a turbulent negotiation cycle to a more measured close. The agreement still requires Postal Regulatory Commission approval, but it signals that both companies continue to rely on each other, especially in rural last-mile coverage, where USPS remains structurally difficult to replace at scale.
For sellers, this deal is bigger than a carrier headline.
Amazon has simultaneously been expanding its in-house rural delivery footprint with a planned
$4 billion investment, which suggests this USPS agreement is less a status quo renewal and more a
controlled transition strategy while Amazon builds denser self-owned route economics.
This also lands at a time when sellers are already facing rising fulfillment economics, including Amazon’s recently introduced
fuel and logistics surcharges within FBA cost structures. The practical takeaway: while USPS continuity helps stabilize delivery coverage,
the broader cost-to-serve conversation is still moving upward.
That means shipping margin protection, inventory placement, and regional replenishment accuracy are becoming increasingly important for marketplace profitability.
Sellers should now focus on:
CedCommerce Managed Services helps brands optimize catalog, fulfillment visibility, and marketplace profitability as Amazon’s carrier and surcharge strategy continues to evolve.
This new Amazon-USPS agreement confirms what our December coverage had already signaled:
Amazon was never planning a clean break, but a calibrated dependency reset.
For eCommerce sellers, the real story is Amazon’s
multi-carrier, margin-aware logistics diversification play, where USPS remains critical for reach, while Amazon steadily builds leverage through its own rural network and evolving FBA cost structure.
The result is a more stable near-term shipping environment, but one that still demands sharper operational discipline from brands selling at scale.
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