An Amazon warehouse in Madrid, December, 2013 (photo by Alvaro Ibáńez, CC BY 2.0).

Amazon says it will hire 100,000 temporary holiday workers this year, a 25% increase over last year’s hiring, gobbling up some 15 percent of the projected holiday hiring figure as other major retailers stay flat.

It’s the third consecutive year of double-digit percentage increases in Amazon’s holiday hiring plans ahead of the holiday season, since the Seattle e-tail giant began reporting those numbers annually in 2012.

Last year, Amazon announced plans to hire 80,000, a modest increase from its 70,000-person hiring plans of 2013. But 2013 was a massive jump: The retailer increased its holiday hiring plans by 60 percent over the 50,000 it said it planned to hire in 2012.

Meanwhile, Target, Wal-Mart and Macy’s all are holding hiring steady, according to the Wall Street Journal. Challenger Gray & Christmas reports seasonal retail hiring will be mostly flat this year overall.

The National Retail Federation also projects a flat year: 700,000 to 750,000 is the figure they posted. Here’s their chart: