As an Amazon FBA seller, it’s important to stay up-to-date on the latest trends and changes in the industry.

By understanding the latest Amazon FBA seller statistics, you can make more informed business decisions that will help you grow your sales and profits.

In this article, we’ll share all of the most important Amazon FBA seller statistics, so read on!


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Amazon Seller Statistics

  • Third-party Amazon sellers sell more than 4 billion products per year (averaging 7,400 per minute). (Source)
  • Amazon sellers generate an average of $200,000 in Amazon sales revenue. (Source)
  • Amazon sellers have created an estimated 1.8 million US-based jobs. (Source)
  • US sellers now make up less than 50% of the total number of third-party sellers on Amazon. (Source)
  • Approximately 3,700 new sellers join Amazon every day. (Source)
  • There are 6 million third-party sellers on Amazon. (Source)
  • More than half of all sales on the Amazon platform are made by third-party sellers. (Source)
  • 89% of sellers use the Fulfillment by Amazon (FBA) program with just 32% also using Fulfillment by Merchant (FBM). (Source)
  • Private label is the most popular Amazon business model with 54% of sellers engaged in it. (Source)
share of business model by amazon seller
Source: Jungle Scout
  • 16% of sellers say working with an agency to help manage their business is a key to their success. (Source)
  • 76% of sellers run their businesses primarily from their own homes. (Source)
  • 29% of sellers work with one or more business partners. (Source)
  • 19% of sellers have hired one or more employees. (Source)
  • 74% of polled sellers are sourcing from China. (Source)
  • 69% of sellers spend less than $5,000 to launch on the platform. (Source)
  • Amazon makes over $80 billion per year in third-party seller services. (Source)
  • Average profit margins for Amazon sellers range between 14-28% (Source)
  • The category with the highest profit margins (28%) is Computers, and the lowest (14%) is Collectibles & Fine Art. (Source)

Amazon Marketplace Statistics

  • Amazon’s annual revenue is now over $500 billion (Source)
  • 66% of consumers start their online searches for products on Amazon. (Source)
  • The US is Amazon’s largest global marketplace with $356bn sales in 2022. (Source)
amazon global marketplace revenue share
Source: Statista
  • Germany was ranked second with 33.6 billion U.S. dollars, ahead of the UK with 30 billion. (Source)
  • 32% of sellers operate in more than one Amazon marketplace. (Source)
  • The US is the most popular marketplace for sellers, with 80% being active there. Brazil, Saudi Arabia and Turkey are joint lowest with just 1% of sellers being active in each. (Source)
  • Home & Kitchen is the most popular product category with 32% of sellers active within it. (Source)
  • Musical instruments is the least popular category with just 2% of sellers active. (Source)
  • 40% of consumers have used a voice-activated device to order products. (Source)
  • 83% of consumers check prices on Amazon before making a purchase decision. (Source)
  • The highest buying decision influencer among consumers is price, with 82% indicating it was “very important”. The least influential is brand name at just 27%. (Source)
  • Only 44% of buyers claim to read the full product description before buying a product on Amazon. (Source)
  • A surprisingly high 2% of buyers claim to never read reviews when buying on Amazon. (Source)
  • 26% of Amazon shoppers buy the first product in search results. (Source)
  • Amazon hold a 37% share of all online retail sales (Source)
amazons marketplace share
Source: Statista
  • 50% of Amazon sellers say Amazon sells its own products that directly compete with them. (Source)
  • Amazon carries over 12million SKUs. (Source)
  • Amazon attributes 35% of its revenue to cross-selling. (Source)
  • Almost 60% of Amazon’s traffic is direct, which means people go directly to the website to find something specific (Source).

Amazon Advertising Statistics

  • 6% of consumers do not trust sponsored placements on Amazon (Source)
  • Google is the biggest referrer of traffic via ads to Amazon, with Facebook in 2nd. (Source)
  • Amazon’s advertising business is growing faster than Google or Facebook’s. (Source)
  • 81% of sellers also advertise their products off the Amazon platform. (Source)
  • Amazon advertising on average costs $1.06 per click. (Source)
  • The average ACOS (Advertised Cost Of Sale) on Amazon is 22%. (Source)
  • The average conversion rate with Amazon advertising is 14%. (Source)
  • 88% of brands selling on Amazon use Amazon advertising. (Source)
  • 59% of brands spend more than $60,000 per month on Amazon advertising. (Source)
  • 64% of brands on Amazon say their customer acquisition cost (CAC) is higher on Amazon than any other platform, but 100% still see the value in it. (Source)
  • 51% of brands on Amazon cited DSP as providing the best return on ad spend (ROAS). (Source)
  • 63% of brands state that mobile advertising drives the biggest return on investment. (Source)
  • Sellers average over 100,000 daily impressions with Amazon advertising. (Source)
  • The average click-through rate for sellers is 0.41%. (Source)

Read More: The top Amazon advertising statistics to keep on top of.

Amazon Prime Statistics

  • 7% of Amazon Prime members buy products online on a daily basis, in comparison to just 2% of non-Prime members. (Source)
  • Amazon has over 200 million Prime members. (Source)
  • Sales during Prime Day on Amazon reached $12.9 billion in 2023. (Source)
  • Amazon Prime is available in 22 countries. (Source)
  • Amazon registers $25.21 billion in annual revenue from retail subscription fees. (Source)
  • 148.6 million people have an Amazon Prime subscription in the US. An increase of 49.05% from 99.7 million in 2017. (Source)
  • 83% of consumers said free two-day shipping was the primary reason for their Prime membership. (Source)
  • 42% of Prime members spend more than $100 per month on Amazon, with 2% spending over $1,000 per month. (Source)

General eCommerce Statistics

  • 5% of consumers buy products online on a daily basis. (Source)
  • 27-32-year-olds shop online the most frequently, with 35% claiming to buy products online at least a few times per week. (Source)
  • 89% of buyers are more likely to buy products from Amazon than any other eCommerce site. (Source)
  • Global eCommerce sales are expected to pass $7trillion in 2025. (Source)
  • Despite the continued rise of mobile commerce, two-thirds of buyers are still using a desktop to checkout. (Source)
  • Online retail’s market share decreased from 13.6% in 2020 to 13.2% in 2021, mainly due to inflated 2020 numbers as a result of the global pandemic. (Source)
  • Online retail generated $870 billion in gross revenue in 2021. (Source)
  • Total retail sales reached $6.6 trillion in 2021, up 17.9% year on year. (Source)

Amazon Seller Statistics FAQs

Determining the exact percentage of successful Amazon sellers can be challenging as success can be defined in various ways—some might consider profitability, while others might focus on sales volume or longevity of the business. According to an industry study, 72% of sellers make at least $1,000 per month, and 55% report sales of at least $5,000 per month.

There is no exact data on how many Amazon sellers are registered on the platform. Amazon has said it had nearly two million active sellers in a 2021 report, while Marketplace Pulse suggests the number is six million. Needless to say, there are a large number of Amazon sellers and the key to success on the platform is carrying out good product research, differentiating well, creating a highly optimized Amazon listing, and deploying solid Amazon advertising strategies to stand out from the crowd.

The share of sales on Amazon made by Amazon itself continues to shrink, with 60% of all sales on the platform now made by third-party sellers and private label brands. This comes as Amazon continues to make a shift away from selling its own products and instead focuses on driving more profitable revenue with its fulfillment and advertising services.

Ben Donovan


Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).
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