Amazon is facing pushback from third-party sellers who are boycotting the e-commerce giant's advertising services over recent policy changes that merchants say are squeezing their already thin profit margins.

Sellers on Amazon's marketplace have organized the boycott in response to what they describe as unfavorable changes to the platform's advertising policies. The merchants argue that the new rules are making it increasingly difficult to maintain profitability while selling on the platform.

The dispute highlights growing tensions between Amazon and the millions of third-party sellers who make up a significant portion of the company's marketplace revenue. These sellers rely heavily on Amazon's advertising tools to gain visibility for their products among the platform's vast inventory.

The seller revolt comes as Amazon continues to expand its global e-commerce presence, particularly in fast-growing markets like India. The company faces competition from rivals including Walmart's e-commerce operations as both giants seek to capitalize on the shift toward online shopping in emerging markets.

Amazon has not immediately responded to requests for comment about the seller boycott or potential changes to address merchant concerns. The outcome of the dispute could affect the company's advertising revenue, which has become an increasingly important part of its business model as the e-commerce market matures.