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29+ Amazon Seller Statistics, Facts, & Trends

Amazon remains the #1 online retailer worldwide, with approximately 2.7 billion combined web visits monthly as of December 2023.

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 25 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.
  • 34% of sellers on Amazon Sellers in 2023 were Fulfillment By Merchants (FBM) sellers.
  • In 2023, 71% of Amazon sellers in the U.S. sourced their products from China.
  • Amazon Marketplace is utilized by over two million active sellers.
  • In 2023, 45% of sellers on Amazon were generating $1,000 to $25,000 per month.
  • 47% of small and medium-sized business (SMB) Amazon sellers had generated $100,000+ in lifetime sales in 2023.
  • In 2023, Amazon Prime Day set a new record as the company’s highest single sales day, with revenue reaching $12.7 billion in the United States.
  • Amazon FBA sellers save about 70% per item shipped than with major US carriers.

Infographic

8 Key Amazon Seller Statistics
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General Amazon Seller Statistics

Third-party (3P) Amazon sellers accounted for over 60% of the platform’s total sales in the third quarter of 2023.

Revenue generated by 3P sellers on Amazon increased by 18% compared to the same period last year.

Worldwide, almost 2 million small and midsize businesses are 3P sellers on Amazon.

As of 2023, 70% of them operate as independent 3P sellers, utilizing Seller Central for their operations.

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 2023, 82% of Amazon sellers, brands, and businesses preferred using Fulfillment by Amazon (FBA) for delivering their products.

Of these, FBA was the exclusive product-delivery option used by 64% of surveyed sellers.

34% of Amazon sellers opted for Fulfillment by Merchant (FBM) as their method of choice for order fulfillment in 2023.

14% of sellers used FBM exclusively, with 22% going for a mix of FBA and FBM.

In 2023, 30% of Amazon sellers were between 35 and 44.

28% fell within the 25 – 34 age bracket, with an additional 4% aged 65 – 80. 

As for the gender demographics, 72% of the sellers were male and 26% female.

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.

amazon sellers preferred amazon selling model
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In 2023, 71% of Amazon sellers in the U.S. sourced their products from China, a 3% drop from 2021.

Conversely, 33% of sellers sourced their products in the U.S., a 7% increase from the previous year.

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?

The Amazon Marketplace is utilized by over two million active sellers.

Among these, 1.1 million sellers are based in the United States.

87% of sellers on Amazon turned a profit in 2023, marking only a 2% decrease from the previous year.

More than half of Amazon’s sellers (57%) report profit margins exceeding 10%.

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?

45% of Amazon sellers in 2023 were generating $1,000 to $25,000 monthly.

10% of sellers generate monthly sales between $25,000 and $250,000, while 31% earn less than $500.

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In 2023, 63% of brands and retailers reported monthly sales exceeding $100,000.

Amazon blocked 99% of counterfeit or other terms-abusing listings in the same year via its Brand Registry.

In 2023, 2 in 10 brands on Amazon in the United States adopted a first-party-only selling model.

6% opted for a thirty-party-only model, while 74% used a hybrid selling model.

15% of Amazon SMB sellers enjoyed a profit margin of 21% to 25% in 2023.

12% of sellers saw a profit margin of 1 to 5%. Only 1% of the sellers generated profit margins over 50%, while 13% of these sellers reported yet to be profitable.

31% of enterprise brands and retailers achieved a profit margin of 21% to 25% in 2023.

An additional 23% reported profit margins between 26-100%. Furthermore, 19% saw profit margins of 11-15%, while 4% were not profitable.

In 2023, it took 68% of Amazon sellers 12 months to start generating profits.

The table below outlines how long sellers took to profit on Amazon in 2023.

Percentage of Sellers Time Taken to Profit
15% The first 3 months
25% 3 to 6 months
28% 6 to 12 months
14% 12 to 24 months
4% Over 24 months
3% Not Sure

47% of small and medium-sized business (SMB) Amazon sellers had generated $100,000+ in lifetime sales in 2023.

At the same time, 13% of SMB Amazon sellers had raked in $1,000,000 to $5,000,000 in lifetime sales.

In 2023, 58% of Amazon sellers set their product prices between $16 and $50.

Only 2% priced their products above $101.

59% of Amazon sellers used search engines and paid search to promote their business in 2023.

41% leveraged social media, with 4% using traditional media such as TV and print ads for product promotion.

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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?

In 2023, Amazon's Prime Day set a new record as the company's highest single sales day, with revenue reaching $12.7 billion in the United States.

This represents a 5.8% increase compared to 2022’s Prime Day sales, which were $12 billion U.S. dollars.

During Prime Day 2023, 375 million items were sold worldwide.

Meanwhile, 37% of US households participated, highlighting the event’s widespread appeal among American consumers.

On Black Friday 2023, shoppers spent a lot more on Amazon, with sales hitting $9.8 billion.

This was a big increase from 2022, as Amazon’s online sales went up by almost 8%.

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%.

Recommended Readings

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!

References:

GlobeNewswire, Amazon Seller Blog, Jungle Scout, Helium 10, Feedvisor, Statista, BusinessDIT, Finbold

Picture of Adam Wood
Adam Wood
Adam Wood is a seasoned E-commerce Strategist and SaaS Analyst, acclaimed for empowering Amazon sellers with actionable strategies and advanced analytics insight. His expertise in leveraging technology for market success makes him a pivotal resource for both budding entrepreneurs and established online merchants. Adam's approach combines rigorous data analysis with a deep understanding of the nuances of e-commerce, positioning him as a leading authority in the Amazon FBA sphere.
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