Amazon Marketplace Statistics (2026): Seller Sales Data

Highlights. Amazon Marketplace makes 60% of Amazon, Inc. revenue.

Amazon counts 1.8 million active sellers on Marketplace.
75,000 Amazon Marketplace sellers each made over $1 million in 2024.
Shoppers from over 100 countries buy from independent sellers on Amazon Marketplace.
The average Amazon Marketplace seller made $375,000 in sales in 2025.
Shoppers worldwide buy 8,900 products per minute on Amazon Marketplace.

Bar Graph: Amazon Marketplace Net Sales in billions, from 2018 to 2025 according to Marketplace Pulse and the U.S. Securities and Exchange Commission with projections to 2026

Amazon Marketplace Sales Statistics

Shoppers on Marketplace buy from third-party sellers as opposed to purchasing Amazon products.

Amazon Marketplace vendors sold an estimated $440.9 billion in merchandise in 2025.
Amazon Inc.’s revenue in 2025 totaled $716.9 billion.
Average sales among Amazon Marketplace sellers grew 29.3% year-over-year (YoY) in 2025.
45% of Amazon Marketplace sellers make over $60,000 per year.
New sellers on Amazon Marketplace make an average of $30,000 in their first year.
42% of Amazon Marketplace Sellers make $1,000 or less per month.
58% of Marketplace sellers turn a profit within their first year of selling.
The average small- or medium-sized business (SMB) on Amazon Marketplace makes over $140,000 in annual sales.
In 2020 (during COVID-19 lockdowns), Amazon Marketplace SMBs netted over $160,000 in annual sales.

Pie Chart: Amazon Marketplace Seller Profit Margins according to Jungle Scout

Amazon Marketplace Seller Statistics

Amazon allowed third-party sellers to sell directly to consumers starting in 1999.

Amazon counts 452 new Marketplace sellers per day.
Third-party sellers list over 588 million items on Amazon Marketplace.
The average Marketplace seller spends $5,000 or less to open their store on Amazon; 16% of sellers open their stores for $500 or less.
200,000 new sellers joined Marketplace in 2020 during COVID-19 lockdowns.
SMBs that sell on Marketplace employ more than 2.0 million workers.
48% of Amazon Marketplace stores take less than three (3) months to launch.
50% of Marketplace sellers spend 10 hours a week or less working on their Amazon business.
U.S. Amazon Marketplace businesses ship to over 130 countries.

Pie Chart: Amazon Marketplace Seller Lifetime Profits according to Jungle Scout

U.S. Amazon Marketplace Seller Statistics

There are over 547,000 active Marketplace sellers located in the United States.

43% of American Amazon Marketplace sellers made over $100,000 in sales in 2025.
2% of U.S. Amazon sellers generate over 50% of Marketplace revenue.
U.S. Amazon Marketplace sellers exported 580 million products to global buyers in 2025.
More Amazon Marketplace sellers reside in California than any other state.
Wyoming residents are more likely to sell on Amazon Marketplace than rural or small-town residents of any other state.

Pie Chart: Amazon Marketplace Seller Revenue monthly average according to Jungle Scout

Amazon Marketplace Seller Cross-Listing

Many Amazon Marketplace sellers list items on other digital marketplaces to reach a wider audience, including non-Amazon users.

65% of third-party Amazon sellers also sell through other online marketplaces.
38% of Amazon Marketplace sellers also listed items on Walmart Marketplace in 2025.
25% of Marketplace sellers also listed items on Shopify in 2025.
22% of Amazon Marketplace sellers also listed on eBay.
13% of Marketplace sellers also listed on Etsy in 2025.
12% of Amazon Marketplace sellers also listed items on Facebook Marketplace in 2025.

Pie Chart: Amazon Marketplace Seller Start-up Costs according to Jungle Scout

Amazon Marketplace Product Statistics

In terms of gross merchandise value (GMV), Amazon is home to the largest global online marketplace.

The number of products sold on Amazon Marketplace increased 3.49% between 2024 and 2025.
Amazon Marketplace vendors sold over 4.6 billion products in 2025.
During Amazon Prime Day 2024, independent sellers sold over 200 million products.
Amazon Marketplace buyers spend the most on products for daily use; the Top 5 Marketplace product categories by sales include: electronics, apparel & shoes, beauty & personal care, home & kitchen, health & household.

Grouped Bar Graph: Amazon Sellers' Duplicate Listings according to Jungle Scout

Fulfillment by Amazon (FBA) Statistics

Amazon offers “fulfillment-only” services to third-party vendors that include storage and shipping.

Amazon spent $109.074 billion on order fulfillment in 2025.
Amazon spent 10.7% more on order fulfillment in 2025 than 2024.
Order fulfillment cost Amazon $98.505 billion in 2024.
Fulfillment expenses represent 17.1% of Amazon’s total operating expenses and were equivalent to 15.2% of 2025 sales dollars.
Fulfillment costs accounted for an average of 17.0% of total operating expenses over the last 5 years.
Amazon spent $102.7 billion on outbound shipping in 2025.
While Amazon no longer reports shipping revenue, in recent years, revenue offset up to 57% of shipping costs.

Bar Graph: Amazon Sales from Third-Party Seller Services in billions from 2015 ($16.09) to 2025 ($172.2) according to Amazon filings with the U.S. Securities and Exchange Commission

Independent Business on Amazon Statistics

Amazon has expanded its third-party seller Marketplace to include specialty stores, and Amazon’s Kindle Digital Publishing (KDP) lets independent authors publish their work digitally.

Registered third-party sellers can apply to sell their products under an Amazon specialty store program for an additional charge (usually $39.99 per month plus selling fees).
Amazon launched Homemade to compete with Etsy; this program is available to artisans selling handcrafted, hand-altered, or upcycled products.
Amazon Custom is for sellers with customizable products; approved applicants are usually notified within an hour.
Over 1 million authors have published e-books in 45 different languages with KDP.
In 2025 alone, KDP published authors earned $699.9 million in royalties.
Since 2014, KDP authors have earned over $4.66 billion through Kindle Unlimited.
To qualify to sell on Amazon Renewed, third-party sellers must provide invoices of refurbished and pre-owned product sales totaling a minimum of $50,000 over 3-to-6 months.
Amazon Merch offers printing and shipping to businesses, small and large; major brands include Cartoon Network, Disney, and Universal.

Amazon Marketplace Shopper Statistics

A large share of Amazon Marketplace shoppers are Prime members.

310 million shoppers make at least one annual purchase from Amazon Marketplace.
Amazon has over 200 million total global users with Amazon Prime.
2.65 billion shoppers visited Amazon websites in May 2026.
57% of Amazon shopping takes place on mobile devices.
74% of U.S. Amazon shoppers are Prime members.
Over 180 million Americans have Amazon Prime memberships.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.

Amazon Marketplace Statistics