Number of Products on Amazon

Last updated: June 25, 2025

Highlights. There are over 350 million products for sale on Amazon.

  • 12 million of the products listed on Amazon are sold by Amazon itself; over 338 million are sold by third-party vendors.
  • There are an estimated 3.6 million active sellers who list their products on Amazon.
  • In 2023, third-party vendors sold over 4.5 billion products, a collective average of 8,600 per minute.

Bar Graph: Top U.S. Online Retailers by Number of Products including Amazon (350 million), Walmart (160 million), Wayfair (30 million), and Target (2 million) according to AMZ Scout, Wayfair, QuerySprout, and Digital Commerce 360

Number of Products

The number of products on Amazon is constantly shifting, but estimates can be made based on data from sites that attempt to track them.

  • Over 350 million products are listed on Amazon; 12 million or 3.4% of these were through Amazon’s own brands and 96.6% were through third-party vendors.
  • Amazon’s closest domestic competitor in online-only retail, Wayfair, offers only 30 million products through third-party vendors, and none through their own brands.
  • Amazon’s closest domestic competitor in online retail sales, Walmart, offers 160 million products, 120,000 of which are sold in physical stores.

Pie Chart: Share of Third-Party Amazon Products (96.6%) according to Amazon Virtual Seller Assistant

Number of Products by Category

One 2024 survey of 2,000 Amazon vendors asked what product types they sold; another 2016 analysis * broke down listed products by category.

  • Although there are over 25,000 subcategories on Amazon, most products fall under one of 33 main categories.
  • In 2024, the product category in which the most vendors posted listings was Home & Kitchen with 35% of vendors, up 6% from 33% of vendors in 2023.
  • The second most popular category was Beauty & Personal Care with 26% of vendors, up 4% from 25% in 2023.
  • In 2016, Cell Phones & Accessories led with 82 million product listings, or 23.2% of all listings on Amazon.
  • Home & Kitchen was close behind with 64 million product listings, or 18.2% of all listings on Amazon.

*Note that the 2016 analysis excludes books, media, wine, services, and repeat products.

Bar Graph: Share of Amazon Products by Category according to Jungle Scout

Amazon Third-Party Vendor Statistics

The majority of products listed on Amazon come from third-party vendors, which also make up an increasingly large portion of Amazon’s sales.

  • Out of an estimated 3.57 million active third-party vendors on Amazon, 1.36 million or 38.1% are based in the United States.
  • 61.0% of all Amazon sales in 2024 came from products listed by third-party vendors, up from 50.5% in 2017.
  • 83% of all third-party vendors list fewer than 20 products on Amazon.
  • 15% of third-party vendors list 20 or more products on Amazon, and only 3% list over 500.
  • 60% of third-party vendors sold products on other online platforms in 2023.
  • Independent Amazon sellers in the U.S. sold over 4.3 billion items in 2024.

Sources

  1. AMZ Scout
  2. Amazon Selling Partner Blog
  3. 360pi, How Many Products Does Amazon Carry?
  4. Wayfair, How Wayfair uses “Predicted Winners” Models to Accelerate Success for New Products
  5. Jungle Scout, The State of the Amazon Seller
  6. EcomCrew, Amazon Categories: A Complete Reference Guide for Sellers
  7. QuerySprout, How Many Products Does Walmart Sell?
  8. Digital Commerce 360, Target Plus teams up with Shopify to power online marketplace
  9. Amazon Virtual Seller Assistant
  10. Statista, B2C E-Commerce
  11. U.S. Securities and Exchange Commission, Amazon.com, Inc. 10-K Filings