Number of Products on Amazon

Last updated: June 17, 2026

Highlights. There are over 600 million products for sale on Amazon.

  • Amazon’s third-party vendors sell over 4.6 billion product units per year.
  • Over 588 million products listed on Amazon are sold by third-party vendors; just 12 million are sold by Amazon.
  • In an average minute, online shoppers buy 8,900 items from Amazon sellers.
  • 60% of all Amazon sales are from third-party sellers.
  • There are an estimated 1.8 million active sellers who list their products on Amazon.

Bar Graph: Top U.S. Online Retailers by Number of Products including Amazon (600 million), Walmart (420 million), Wayfair (30 million), and Target (2 million) according to AMZ Scout, Wayfair, Red Stag Fulfillment, and Digital Commerce 360

Number of Amazon 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.

  • 97.9% of products listed on Amazon are through third-party vendors; 2.1% are from Amazon’s own brands.
  • Amazon’s closest domestic competitor in online-only retail, Wayfair, offers only 30 million products through third-party vendors, none through its own brands.
  • Amazon’s closest domestic competitor in online retail sales, Walmart, offers 420 million products.
  • 95% of products on Walmart.com are sold by third-party sellers.

Pie Chart: Share of Third-Party Amazon Products (97.9%) according to AMZ Scout

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 the estimated 1.8 million active third-party vendors on Amazon, 547,960 or 30.4% are based in the United States.
  • 61.0% of all products sold on Amazon in 2025 came from third-party vendors, up from 46% in 2015.
  • 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.
  • 65% of third-party vendors sold products on other online platforms in 2025.
  • Independent Amazon sellers in the U.S. sold over 4.6 billion items in 2025.

Sources

  1. AMZ Scout
  2. Amazon Selling Partner Blog
  3. 360pi, How Many Products Does Amazon Carry?
  4. Wayfair, About Us
  5. Jungle Scout, The State of the Amazon Seller
  6. EcomCrew, Amazon Categories: A Complete Reference Guide for Sellers
  7. Red Stag Fulfillment, Ecommerce & Logistics Resource
  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. Marketplace Pulse, Articles