Amazon remains the #1 online retailer worldwide, with approximately 2.3 billion combined web visits monthly as of mid‑2024.
With such a multitude thronging the marketplace, it is unsurprising that Amazon is an enticing eCommerce platform for sellers looking to tap into its vast customer base.
The sheer traffic volume presents a unique opportunity for visibility and sales that few other marketplaces can match.
That said, we have gathered over 30 Amazon seller statistics, facts, and trends to help you understand the dynamics of selling on the platform.
8 Key Amazon Seller Stats (Editor’s Pick)
- Amazon sells about 7,800 items per minute, with sellers averaging sales over $230,000.
- In 2024, 82% of Amazon sellers still use Fulfillment by Amazon (FBA) as their primary fulfillment method.
- In 2024, 70% of Amazon sellers in the U.S. sourced their products from China.
- Amazon Marketplace is utilized by over two million active sellers.
- In 2024, 40% of sellers on Amazon were generating $1,000 to $25,000 per month.
- 50% of small and medium-sized business (SMB) Amazon sellers had generated $100,000+ in lifetime sales in 2024.
- Prime Day 2024 was Amazon’s biggest Prime Day event ever.
- Amazon FBA sellers save about 70% per item shipped than with major US carriers.
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General Amazon Seller Statistics
In 2025, U.S.-bound Amazon shipments under Sections 201, 232, or 301 lost de minimis duty-free status for items worth $800 or less.
In Q1 2025, the share held steady at 61%.
Worldwide, almost 2 million small and midsize businesses are 3P sellers on Amazon.
These independent sellers now account for over 60% of total sales on the platform.
Amazon Sellers who use Perfect Launch are 5.2x times more likely to make $100,000 in first-year sales than those who don’t.
On average, they generate 6.3x times more first-year sales than other sellers.
Amazon lists over 600 million products, with 12 million sold by Amazon.
Amazon’s vast array of products results in approximately 7,800 items sold every minute, allowing sellers to average over $230,000 in sales.
In 2024, 82% of Amazon sellers still use Fulfillment by Amazon (FBA) as their primary fulfillment method.
Of these, FBA was the exclusive product-delivery option used by 64% of surveyed sellers.
In 2024, 14% of Amazon sellers relied solely on Fulfillment by Merchant (FBM).
An additional 22% used a hybrid approach, combining FBM with FBA. Altogether, 36% of sellers incorporated FBM into their fulfillment strategy.
As of 2024, 31% of Amazon sellers fall within the 35–44 age group.
They are closely followed by sellers aged 25–34, who make up 33% of the seller base.
69% of Amazon sellers were male in 2024.
Female sellers accounted for 31%, showing continued growth in gender diversity.
39% of Amazon sellers in 2023 considered themselves "digital nomads," combining remote work and travel.
Most sellers (55%) were based in the United States, with 7% living in the United Kingdom and 6% in Canada.
Private label was the preferred sales model among 54% of Amazon sellers in 2023.
In Amazon’s seller landscape, 25% are involved in wholesale, another 25% engage in retail arbitrage, 21% in online arbitrage, 19% in dropshipping, and 9% offer handmade items.
As of 2024, around 70% of Amazon sellers continue to source products from China.
Meanwhile, 33% now source from the U.S., reflecting a 7% year-over-year increase.
58% of Amazon sellers surveyed in 2023 started their businesses with less than $5,000.
Another 25% started with less than $1,000, while 77% of sellers funded part of their Amazon business using their savings.
How Many Sellers Make a Living on Amazon?
Amazon now has 9.7 million total registered sellers, with 1.9 million actively selling.
An estimated 1.3 million new sellers are expected to join by the end of 2025.
As of early 2025, approximately 1.9 million active sellers were operating on Amazon in the U.S.
The United Kingdom ranks second in number of active Amazon sellers with approximately 330,000, followed by Germany with around 244,000.
Over 86% of sellers reported turning a profit in 2024.
Profitability remains strong despite rising ad costs.
60% of Amazon sellers were active in at least one other eCommerce marketplace.
In 2023, eBay led as the top choice for Amazon sellers expanding to other platforms at 23%, with Shopify growing 11% year-over-year to 21%, and Walmart at 19%.
How Much Do Amazon Sellers Make?
In 2024, 40% of Amazon sellers earned between $1,000 and $25,000 per month.
Additionally, 19% generated over $10,000/month, and 10% earned between $25,000 and $250,000/month.
In 2024, 19% of Amazon sellers achieved average monthly sales exceeding $100,000.
An additional 30% reported earning between $50,000 and $100,000 per month.
In 2024, Amazon blocked over 99% of suspected infringing listings through its Brand Registry and Project Zero programs.
Additionally, the Counterfeit Crimes Unit identified and disposed of more than 15 million counterfeit items worldwide.
In 2024, Amazon began phasing out its 1P (first-party) vendor program.
As a result, more brands have been encouraged to switch to 3P (third-party via Seller Central) or hybrid models.
In 2024, Amazon’s small and medium-sized business sellers continued to reflect similar profit margin trends as in 2023.
Around 15% maintained margins between 21% and 25%, while a small percentage remained unprofitable or exceeded 50% margins.
In 2024, about 64% of Amazon sellers reported becoming profitable within their first 12 months on the platform.
The table below outlines how long sellers took to profit on Amazon in 2024.
| Time to Profit | Percentage of Sellers (2024) |
|---|---|
| Within 3 months | 16% |
| 3 to 6 months | 27% |
| 6 to 12 months | 26% |
| 12 to 24 months | 13% |
| Over 24 months | 4% |
| Not sure | 3% |
| Never turned a profit | 11% |
50% of small and medium-sized business (SMB) Amazon sellers had generated $100,000+ in lifetime sales in 2024.
At the same time, 13% of SMB Amazon sellers had raked in $1,000,000 to $5,000,000 in lifetime sales.
As of 2024, 62% of Amazon sellers priced their products between $16 and $50, reflecting a slight increase from the previous year.
Meanwhile, just 1% of sellers listed products priced above $101.
In 2024, around 59% of Amazon sellers relied on paid search and SEO to market their businesses.
An additional 41% used social media, while only 1% turned to traditional media such as TV or print.
Additionally, Amazon DSP campaigns surged by 26.8%, reflecting a shift toward full-funnel advertising beyond traditional PPC.
69% of Amazon sellers surveyed in 2023 had a monthly advertising budget of less than $2,500.
8% spent between $2,500 and $10,000 monthly on advertising, while only $1 reached the $100,000 mark.
Which Product Categories Dominate Amazon Seller Listings?
“Home and Kitchen” is the #1 product category among Amazon SMB sellers on Amazon in 2024.
Over 35% of the sellers listed items from this category for sale. The “Beauty and Personal Care” category was second, featuring in 26% of Amazon sellers’ listings.
The table below shows the top 10 product categories among Amazon SMB sellers in 2024.
| Category | Number of Sellers |
|---|---|
| Home and Kitchen | 35% |
| Beauty and Personal Care | 26% |
| Clothing, Shoe and Jewelry | 20% |
| Toys and Games | 18% |
| Health, Household, and Baby Care | 17% |
| Baby | 16% |
| Electronics | 16% |
| Sports and Outdoors | 16% |
| Arts, Crafts & Sewing | 14% |
| Books | 14% |
How Do Global Sales Events Impact Seller Revenues?
Prime Day 2024 was Amazon’s biggest Prime Day event ever.
Prime members globally saved billions during the two-day shopping event.
Independent sellers, primarily small and medium-sized enterprises (SMEs), sold over 200 million items during Prime Day 2024.
During Amazon's 2024 Black Friday Week and Cyber Monday shopping event, more than 60% of sales came from independent sellers.
The majority of these sellers are small and medium-sized businesses.
Amazon Seller Fun Facts
Amazon FBA sellers save about 70% per item shipped than with major US carriers.
This was compared to premium shipping options on these providers.
In contrast, there is a savings of about 30% compared to standard shipping options.
20% of the 10,000 top U.S.-based Amazon sellers have maintained this status for over 7 years.
However, 80% of the sellers who break into the top performers’ category fail to maintain their status.
Amazon sellers leveraging the “Subscribe and Save” strategy can increase their conversion rate by 1.8 times.
This is possible if they combine that strategy with a 10-15% discount on their products.
In addition, creating stellar content can help you attract repeat customers and boost sales by up to 8%.
Information Is Power
The Amazon seller statistics, facts, and trends above provide a current overview of the current marketplace.
Armed with these numbers, you can better anticipate changes, tweak your strategies, and seize opportunities in one of the most competitive and dynamic e-commerce marketplaces.
Beyond the numbers, check out our comprehensive guide on how to sell on Amazon and the best Amazon seller tools to start your journey on the right footing.
To your success!
GlobeNewswire, Amazon Seller Blog, Jungle Scout, Helium 10, Feedvisor, Statista, BusinessDIT, Finbold
