The battle between scalpers and regular consumers has been raging since the PS5 launch in 2020 exposed just how broken the online retail system was. Six years later, the question remains: who is winning? The answer is complicated, and it depends on what you are trying to buy.
The Current Landscape
Scalping in 2026 looks different from 2020. The ecosystem has matured on both sides. Retailers have deployed more sophisticated anti-bot measures. Scalpers have adapted with more advanced tools. Legislation has entered the picture. And consumers have gotten smarter about how they shop.
Here is a high-level snapshot of where things stand across major product categories:
| Category | Scalper Impact (2020) | Scalper Impact (2026) | Trend |
|---|---|---|---|
| Gaming Consoles | Severe | Moderate | Improving |
| GPUs | Severe | Low-Moderate | Significantly improved |
| Sneakers | Severe | Severe | No change |
| Concert/Event Tickets | Severe | Moderate | Improving (legislation) |
| Trading Cards (Pokemon, etc.) | Moderate | Low | Mostly resolved |
| Limited-Edition Collectibles | Moderate | Moderate | No change |
| Smartphones | Low | Low | Stable |
The biggest improvement has been in GPUs, where increased production from NVIDIA and AMD combined with the crypto mining downturn has largely eliminated the supply crisis. Consoles have improved too, though new launches like the Switch 2 still create temporary shortages. Sneakers remain the most scalper-dominated market, with no meaningful improvement in sight.
What Retailers Have Done
Major retailers have invested heavily in anti-bot and anti-scalp technology since 2021. Here is what is actually in use today:
Queue Systems
Amazon, Walmart, and PlayStation Direct all use virtual queue systems for high-demand launches. Instead of a first-come-first-served add-to-cart race (which bots win every time), customers enter a virtual waiting room and are assigned a random position. This dramatically reduces bot advantages because speed of request submission no longer determines who gets the product.
Purchase Limits and Account Verification
Most retailers now enforce strict one-per-customer limits on high-demand items, tied to:
- Verified accounts with purchase history
- Unique credit card numbers
- Unique shipping addresses
- Phone number verification via SMS
Scalpers circumvent these with multiple accounts, virtual credit card numbers, and reshipping services, but the friction significantly reduces the volume any single operation can purchase.
CAPTCHA and Bot Detection
Retailers have moved beyond basic CAPTCHAs to behavioral analysis. Systems like Akamai Bot Manager and PerimeterX analyze mouse movements, typing patterns, scroll behavior, and hundreds of other signals to distinguish humans from bots. These are not foolproof, but they catch a significant percentage of automated purchasing attempts.
In-Store and Curbside Exclusives
Target, Best Buy, and others have experimented with making some high-demand inventory available only through in-store pickup or curbside orders. This creates a geographic constraint that bots cannot easily overcome, since each order requires physical presence at a specific location.
How Scalpers Have Adapted
The scalping industry has not stood still. Modern scalper operations look more like small businesses than hobbyists with a browser extension:
Residential Proxy Networks
To avoid IP-based rate limiting, scalpers route their bot traffic through residential proxy services. These services rent bandwidth from real home internet connections (often without the homeowner’s knowledge), making bot traffic appear to come from legitimate residential IP addresses spread across thousands of locations.
AIO (All-In-One) Bot Services
Professional scalper bots like Wrath, Prism, and Stellar have evolved into subscription services costing $50-300 per month. They include:
- Multi-retailer support (Amazon, Best Buy, Walmart, Nike, etc.)
- Automatic CAPTCHA solving via AI-powered services
- Profile management for hundreds of fake accounts
- Discord-based group coordination for drop timing
Cook Groups
Paid Discord servers known as “cook groups” charge $30-80 per month for early restock intelligence, bot configuration guides, and proxy recommendations. Some of these groups have thousands of members and generate six-figure annual revenue for their operators.
The Legal Landscape
Legislation has started to address scalping, though progress is slow:
United States
- The BOTS Act (2016) made it illegal to use bots to circumvent security measures on ticket-selling websites, but enforcement has been minimal and it only covers event tickets
- The Stopping Grinch Bots Act has been reintroduced multiple times in Congress to extend bot prohibitions to retail goods but has not passed as of early 2026
- Several states, including New York and New Jersey, have introduced state-level anti-scalping bills for retail goods, with New York’s entering into effect in late 2025
European Union
- The EU Digital Services Act requires large online platforms to take measures against manipulative practices, which some member states have interpreted to include bot-based purchasing
- France passed a specific anti-scalping law in 2024 that prohibits purchasing goods with automated tools for the purpose of resale above retail price
Enforcement Reality
Even where laws exist, enforcement remains the weakest link. The BOTS Act has resulted in fewer than a dozen enforcement actions in nine years. State laws are similarly difficult to enforce because proving bot usage requires cooperation from retailers who are reluctant to share technical data. The practical impact of legislation has been modest so far, though the trend toward more comprehensive laws is encouraging.
The Numbers: How Much Are Scalpers Actually Making?
Scalping profitability has declined in most categories as supply chains stabilize. Here is an estimate of typical markup percentages in early 2026:
| Product | Retail Price | Avg. Scalper Price | Markup | Trend |
|---|---|---|---|---|
| Nintendo Switch 2 | $400 | $650-750 | 63-88% | Will decline as supply increases |
| Nike Dunk Low (limited) | $110 | $250-400 | 127-264% | Stable, high demand |
| RTX 5080 | $999 | $1,100-1,200 | 10-20% | Low margin, risky for scalpers |
| Concert tickets (major tours) | $150 | $400-800 | 167-433% | Variable by artist |
| PS5 Pro | $700 | $750-800 | 7-14% | Almost at parity |
The sneaker market remains the most profitable for scalpers because Nike and Adidas deliberately limit supply to maintain brand exclusivity. In contrast, GPU and console scalping margins have compressed significantly as production has caught up.
What Consumers Can Do
While the systemic issues require retailer action and legislation, individual consumers are not powerless:
- Never buy from scalpers. Every scalper purchase validates the business model. If secondary market demand dries up, scalping becomes unprofitable.
- Use restock alert services. Tools like HotStock, Stock Informer, and Twitter/X alert accounts level the information playing field.
- Support retailers with strong anti-bot measures. Vote with your wallet by buying from retailers that implement queue systems and purchase verification.
- Report scalper listings. Platforms like eBay and StockX allow you to report listings that violate terms of service.
- Contact your legislators. The BOTS Act extension to retail goods needs constituent support to pass. A two-minute email to your representative matters.
- Be patient. Supply eventually meets demand for mass-produced goods. The PS5 was widely available within 18 months of launch. The Switch 2 will follow the same trajectory.
The Verdict
Are scalpers winning in 2026? In sneakers, yes. In everything else, the tide is slowly turning. Retailers are investing in countermeasures. Legislation is creeping forward. Supply chains are more robust than during the pandemic era. And consumers are more informed than ever about how to compete.
The restocking landscape is not fixed, but it is measurably better than it was in 2020-2022. Progress is real, even if it is slower than anyone would like.
