Amazon remains the #1 online retailer worldwide, drawing roughly 2.3 billion web visits every month as of mid-2026.
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)
- U.S. independent sellers on Amazon averaged more than $375,000 in annual sales in 2025.
- 82% of Amazon sellers use Fulfillment by Amazon (FBA), the platform’s most popular fulfillment method.
- In 2024, 71% of Amazon sellers sourced their products from China.
- Amazon’s marketplace counts about 1.65 million active sellers, and new-seller signups hit a decade low in 2025.
- 40% of Amazon sellers generate $1,000 to $25,000 in monthly sales.
- 24% of small and medium-sized business (SMB) Amazon sellers have topped $100,000 in lifetime sales.
- Prime Day 2026 set a new record, with U.S. online spending reaching $26.4 billion over four days.
- FBA shipping costs are about 70% less per unit than comparable premium shipping options.
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General Amazon Seller Statistics
In 2025, the U.S. ended duty-free de minimis treatment for imports worth $800 or less.
Shipments from China and Hong Kong lost the exemption on May 2, 2025, and an executive order extended the suspension to every country on August 29, 2025. Amazon sellers importing inventory now pay applicable duties and file full customs entries regardless of shipment value.
Third-party (3P) sellers peaked at a record 62% of all units sold on Amazon in Q4 2024.
The share held between 61% and 62% for five straight quarters, then slipped to 61% in late 2025 and 60% in Q1 2026. That is the first back-to-back quarterly decline since Amazon began reporting the metric in 2004.
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 more likely to make $100,000 in first-year sales than those who don’t.
On average, they generate 6.3x more first-year sales than other sellers.
Amazon customers buy about 8,600 items per minute from U.S. independent sellers.
In 2025, U.S. sellers averaged more than $375,000 in annual sales, and a record 75,000+ independent sellers each passed $1 million (a 36% jump over 2024).
82% of Amazon sellers use Fulfillment by Amazon (FBA), the most popular fulfillment method.
Among sellers using FBA, FBM, or both, 64% ship exclusively through FBA. Overall FBA usage dipped 3% year over year in the latest Jungle Scout survey.
14% of Amazon sellers rely solely on Fulfillment by Merchant (FBM).
Another 22% run a hybrid approach, combining FBM with FBA. Altogether, 36% of sellers use FBM for at least part of their orders.
Sellers aged 25 to 34 make up 33% of Amazon sellers, the largest age group on the platform.
Sellers aged 35 to 44 follow closely at 31%, while 15% are 45 to 54 and 11% are 18 to 24.
67% of Amazon sellers are male, while 30% are female.
The remaining 2% identify another way or prefer not to say.
55% of Amazon sellers are based in the United States.
The United Kingdom hosts 7% of sellers and Canada 6%. Within the U.S., California leads with 18%, followed by Florida at 12% and Texas at 7%.
Private label was the preferred sales model among 54% of Amazon sellers in 2024.
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. A further 4% sell an original product they invented.
As of 2024, 71% of Amazon sellers sourced their products from China.
Sourcing from the U.S. fell 17% year over year to 30%, while India jumped 56%. Jungle Scout’s 2025 survey shows the shift continuing: fewer businesses buy from China, and U.S. sourcing has climbed sharply since tariffs took effect.
64% of Amazon sellers started their business with less than $5,000.
25% started with less than $1,000, and 81% funded the business at least partly from their own savings.
How Many Sellers Make a Living on Amazon?
Amazon’s marketplace has about 1.65 million active sellers, down from 2.4 million in 2021.
Only 165,000 new sellers launched their first product on Amazon.com in 2025, the lowest count since tracking began in 2015 and 44% fewer than in 2024.
Chinese sellers now make up more than half of Amazon’s active seller base.
They accounted for 59.9% of new seller launches in 2025, against 16.3% for U.S.-based sellers. Back in 2016, Americans made up 70.8% of new launches.
57% of Amazon SMB sellers run a profit margin above 10%.
44% clear 15% margins, and only 13% report an unprofitable business. A quarter of sellers saw profits increase in 2023 compared to the prior year.
60% of Amazon sellers were active on at least one other eCommerce marketplace.
eBay leads as the top second channel at 23%, with Shopify growing 11% year over year to 21%, and Walmart at 19%. Shopify and Walmart top the expansion wishlist, each named by 36% of sellers.
How Much Do Amazon Sellers Make?
40% of Amazon sellers earn between $1,000 and $25,000 per month.
Additionally, 19% generate over $10,000 per month, and about 10% land between $25,000 and $250,000 per month.
Enterprise brands on Amazon operate at a different scale: 63% clear $100,000 in monthly sales.
40% of brands and retailers top $500,000 per month. Among SMB sellers, just 4% reach the $50,000 to $100,000 range.
In 2025, Amazon blocked more than 99% of suspected infringing listings before brands had to report them.
Amazon also identified, seized, and disposed of over 15 million counterfeit products during the year. Its Counterfeit Crimes Unit has pursued more than 32,000 bad actors through lawsuits and criminal referrals since 2020.
235 sellers now generate more than $100 million a year on Amazon.
That is up from about 50 sellers in 2021, according to Marketplace Pulse. The seller base is shrinking while sales concentrate around bigger, more professional operations.
15% of SMB Amazon sellers keep profit margins between 21% and 25%.
Another 13% reach 26% to 50% margins, while just 1% exceed 50%.
58% of Amazon businesses turn a profit within their first year on the platform.
22% are profitable inside three months. The table below shows how long sellers took to turn a profit in Jungle Scout’s latest seller survey.
Time to Profit | Percentage of Sellers |
|---|---|
Within 3 months | 22% |
3 to 6 months | 16% |
6 months to 1 year | 20% |
1 to 2 years | 11% |
Over 2 years | 2% |
Not sure | 7% |
Not yet profitable | 22% |
24% of small and medium-sized business (SMB) Amazon sellers have generated $100,000+ in lifetime sales.
6% have crossed $1,000,000 in lifetime sales, while 47% remain under $25,000. Among enterprise brands and retailers, 85% have lifetime sales above $1,000,000.
61% of Amazon sellers price their products between $16 and $50.
The single most common bracket is $16 to $20, chosen by 18% of sellers, and just 1% list products above $101.
84% of Amazon businesses advertise their products on or off Amazon.
Amazon PPC leads for SMB sellers at 58%, followed by social media at 42% and search engines at 34%. Just 7% buy traditional media like TV, radio, or print.
All that spend adds up: Amazon’s ad revenue passed $68 billion in 2025, with fourth-quarter ad sales up 22% year over year.
68% of Amazon SMB sellers spend $2,500 or less per month on advertising.
Nearly half (47%) spend under $500 per month, and only about 1% push past $100,000. Enterprise brands play in another league: 73% invest $25,000 or more monthly.
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 2026 drove a record $26.4 billion in U.S. online spending.
The four-day event ran June 23 to 26, 2026, Amazon’s first June edition, and spending rose 9.3% over 2025. Opening day alone hit $8.3 billion, the biggest U.S. online shopping day of the year so far.
Independent sellers sold more than 200 million items during Prime Day 2024.
Amazon called Prime Day 2025 its biggest Prime Day ever, with independent sellers setting fresh records for both sales and items sold.
More than 60% of sales during Amazon’s Black Friday Week and Cyber Monday event came from independent sellers.
Amazon’s 2024 edition was its biggest holiday shopping event ever, and the 2025 event ran November 20 through December 1. Cyber Monday 2025 became the biggest U.S. online shopping day in history at $14.25 billion.
Amazon Seller Fun Facts
Amazon FBA shipping costs about 70% less per unit than comparable premium options from major U.S. carriers.
That is Amazon’s own comparison against premium shipping alternatives.
Sellers have shipped more than 80 billion items through FBA since 2006.
70% of Amazon sellers wish they had started selling online sooner.
Almost three-quarters (74%) get their business live in under six months, and 52% run it alongside another job or side hustle.
Amazon sellers using Subscribe & Save can increase their sales conversion by 1.8 times.
That is Amazon’s own figure for products enrolled in the program with a compelling discount.
In addition, adding A+ Content to listings can lift sales by up to 8%, according to Amazon.
Information Is Power
The Amazon seller statistics, facts, and trends above give you a current read on the 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:
Jungle Scout, Amazon (About Amazon and Sell on Amazon), Marketplace Pulse, Adobe Analytics, Similarweb, Digital Commerce 360, U.S. Customs and Border Protection