October is all about Halloween. 7 out of the TOP 10 sellers are selling costumes: HappyYoung, Masquerade Halloween, BuyCostumes, HalloweenCostumes, elope, Inc, BlockBusterCostumes, and BlockBusterCostumes.

Compared to last October we are seeing a big shift in selling. Last year big sellers were able to participate in Halloween sales, however this year it is all about smaller sellers. The marketplace is shifting from massive retailers selling every brand possible, to small sellers focused on a few brands or manufacturers selling their own products. For example elope, Inc products used to be sold by many sellers, but now they are handling their own presence online.

It is nice to see Exploding Kittens back growing. They were the best performing seller during Prime Day, but this time they are capturing Halloween sales.

Outside of Halloween buying October was a slow month. There were more sellers with shrinking sellers than growth. This was mosly due to books sales slowing down after August/September school preparation.

We reported that for the first time 50% of Amazon Sales Are from Marketplace Sellers. Meaning that the marketplace is growing and also expanding horizontally - more small sellers.

We used feedback growth as a method to estimate how much a seller has been able to grow their sales. Feedback growth is calculated by comparing feedback ratings amount on October 1st and October 31st. The table below is top 100 sellers ranked by the growth rate.

Click here to read the previous September 2016 Report.