How many sellers are on Amazon in 2026?

Amazon does not publish a total. Marketplace Pulse estimated about 1.65 million active sellers worldwide at the end of 2025, down from 2.4 million in 2021, and about 165,000 new sellers listed their first product on Amazon.com in 2025. Definitions differ between sources, so cite the source and date with any figure.

What percentage of Amazon sales come from third-party sellers?

Amazon's Small Business Empowerment Report, published April 2026, says more than 60% of sales in Amazon's store come from independent sellers. Amazon's Q2 2026 results put third-party sellers at 61% of worldwide paid units. Marketplace Pulse estimates the third-party share of GMV at about 69% in 2025.

How much do Amazon sellers make on average?

Amazon says US independent sellers averaged more than $375,000 in annual sales in its store in 2025, and more than 75,000 independent sellers passed $1 million in sales. These are sales, not profit. Margins depend on product costs, Amazon fees and advertising spend.

How much does Amazon make from advertising?

Amazon's 2025 annual report shows advertising services revenue of $68.6 billion in 2025, up from $56.2 billion in 2024. In Q2 2026 it reached $19.8 billion, up 26%, though Prime Day fell inside that quarter in 2026 and outside it in 2025, which flatters the comparison.

Is it still worth selling on Amazon in 2026?

For many brands, yes. Amazon's 2025 net sales were $716.9 billion and its third-party share keeps rising. But fewer new sellers are joining, top sellers hold a growing share, and ad competition is rising. Success depends on margin, product differentiation and disciplined advertising.

Amazon Seller Statistics 2026: 40 Facts With Sources

What changed: 40 sourced statistics on Amazon sellers, ads, Prime, FBA and AI
When: Updated October 2026 with data to Q2 2026
Who it affects: Sellers, brands, journalists and researchers
What to do: Cite the original source and year for each figure

Key takeaways

Independent sellers account for more than 60% of sales in Amazon's store and 61% of paid units in Q2 2026.
Amazon's advertising revenue reached $68.6 billion in 2025 and grew 26% in Q2 2026, so clicks are getting more competitive.
New seller launches fell to about 165,000 in 2025 while sales concentrate among the largest sellers.

Amazon net sales by type, 2025 ($ billions)

Online stores269.3$B
Third-party seller services172.2$B
Advertising services68.6$B
Subscription services49.6$B
Physical stores22.6$B

Source: Amazon 2025 Annual Report, 2026

Amazon marketplace size statistics

Amazon reports its own revenue, which includes its fees from sellers but not the full value of goods sellers sell. Marketplace Pulse estimates gross merchandise value (GMV), which includes third-party sales. Keep the two measures separate when citing them.

1. Amazon's net sales were $716.9 billion in 2025, up 12% from $638.0 billion in 2024 (Amazon Q4 2025 results, Feb 2026).
2. Online stores revenue, mainly Amazon's own first-party retail sales, was $269.3 billion in 2025 (Amazon 2025 Annual Report, 2026).
3. Amazon net sales were $200.6 billion in the second quarter of 2026, up 20% year over year (Amazon Q2 2026 results, Jul 2026).
4. Amazon employed approximately 1,576,000 full-time and part-time employees as of December 31, 2025 (Amazon 2025 Annual Report, 2026).
5. Amazon and its sellers sold an estimated $830 billion of goods (GMV) in 2025 (Marketplace Pulse, Feb 2026).
6. Of that, an estimated $575 billion came from third-party sellers and $255 billion from Amazon's first-party sales (Marketplace Pulse, Feb 2026).
7. The US accounted for just over 53% of Amazon's worldwide GMV in 2025, about $440 billion (Marketplace Pulse, Feb 2026).

Third-party seller statistics

Independent sellers, also called third-party sellers, now drive most of what is sold on Amazon. Amazon's annual Small Business Empowerment Report, published in April 2026 with 2025 data, is the main official source for US seller figures. For a wider view of the opportunity, see our guide to selling on Amazon in 2026.

8. More than 60% of sales in Amazon's store come from independent sellers, most of them small and medium-sized businesses (Amazon Small Business Empowerment Report, Apr 2026).
9. Third-party sellers accounted for 61% of Amazon's worldwide paid units in Q2 2026 (Amazon Q2 2026 results, Jul 2026).
10. Amazon's third-party seller services revenue, the fees and commissions it earns from sellers, was $172.2 billion in 2025, up from $156.1 billion in 2024 (Amazon 2025 Annual Report, 2026).
11. Third-party seller services revenue was $46.8 billion in Q2 2026, up 16% (Amazon Q2 2026 results, Jul 2026).
12. The third-party share of Amazon's GMV reached an estimated 69% in 2025, up from 60% in 2019 (Marketplace Pulse, Feb 2026).
13. More than 75,000 independent sellers passed $1 million in sales in Amazon's store in 2025 (Amazon Small Business Empowerment Report, Apr 2026).
14. US independent sellers averaged more than $375,000 in annual sales in Amazon's store in 2025 (Amazon Small Business Empowerment Report, Apr 2026).
15. US independent sellers sold more than 4.6 billion items in 2025, more than 8,900 per minute (Amazon Small Business Empowerment Report, Apr 2026).
16. US independent sellers exported more than 580 million items globally in 2025 (Amazon Small Business Empowerment Report, Apr 2026).
17. Independent sellers employed over 2 million people in the US to support their Amazon businesses in 2025 (Amazon Small Business Empowerment Report, Apr 2026).
18. Over 95% of independent sellers in Amazon's store also sell in other retail channels (Amazon Small Business Empowerment Report, Apr 2026).

Amazon GMV 2025: who sold it

Third-party sellers69%
Amazon first party31%

Source: Marketplace Pulse, 2026

Seller count, growth and concentration statistics

Fewer new sellers are joining, and sales are concentrating among larger operators. Marketplace Pulse counts sellers with at least one product listed or at least one feedback in the past year, so its counts differ from Amazon's figures, which use different definitions.

19. Over 11,000 US independent sellers grew their sales by more than 10 times in 2025 (Amazon Small Business Empowerment Report, Apr 2026).
20. About 165,000 new sellers listed their first product on Amazon.com in 2025, the lowest since tracking began in 2015 and down 44% from 2024 (Marketplace Pulse, Jan 2026).
21. Chinese sellers made up 59.9% of new Amazon.com sellers in 2025, while US sellers made up 16.3% (Marketplace Pulse, Jan 2026).
22. Amazon's active seller count fell from 2.4 million in 2021 to an estimated 1.65 million at the end of 2025 (Marketplace Pulse, Jan 2026).
23. Fewer than 8,000 sellers, about 1.6% of the active base, generate half of Amazon's US third-party GMV (Marketplace Pulse, Jun 2026).

Amazon advertising statistics

Advertising is Amazon's fastest growing large business line, and most of it is Sponsored ads bought by sellers and vendors. Rising ad revenue also means more competition for each click; our Amazon advertising guide explains how the ad types differ.

24. Amazon's advertising services revenue was $68.6 billion in 2025, up 22% from $56.2 billion in 2024 (Amazon 2025 Annual Report, 2026).
25. Advertising services revenue was $21.3 billion in Q4 2025, up 23% (Amazon Q4 2025 results, Feb 2026).
26. Advertising services revenue was $19.8 billion in Q2 2026, up 26%, with Prime Day falling inside that quarter (Amazon Q2 2026 results, Jul 2026).
27. Advertisers using Amazon's Ads Agent saw 8% lower cost per impression and 6% lower cost per acquisition than those who did not (Amazon Q2 2026 results, Jul 2026).
28. Over 60% of products promoted in campaigns built with Amazon's Video Generator had never been advertised before (Amazon Small Business Empowerment Report, Apr 2026).

Amazon advertising revenue

$56.2BFull year 2024

$68.6BFull year 2025

$19.8BQ2 2026

+26%Q2 2026 growth

Source: Amazon 2025 Annual Report and Q2 2026 results

Amazon Prime and delivery statistics

Amazon does not regularly publish a Prime member count, so the figures below use subscription revenue and delivery data instead.

29. Subscription services revenue, mainly Prime fees, was $49.6 billion in 2025, up from $44.4 billion in 2024 (Amazon 2025 Annual Report, 2026).
30. Subscription services revenue was $13.7 billion in Q2 2026, up 12% (Amazon Q2 2026 results, Jul 2026).
31. Prime members received over 40% more items delivered same-day or overnight in the first half of 2026 than a year earlier (Amazon Q2 2026 results, Jul 2026).
32. US same-day items delivered rose nearly 70% year over year in Q4 2025 (Amazon Q4 2025 results, Feb 2026).

FBA and seller tools statistics

Fulfillment by Amazon remains the default for most growing brands. Fees and capacity limits change often, so check our Amazon FBA fees guide before you model margins.

33. Amazon launched more than 20 AI-powered FBA tools for sellers in 2025 (Amazon Small Business Empowerment Report, Apr 2026).
34. Sellers using both Multi-Channel Fulfillment and FBA improved inventory turnover by an average of 12% (Amazon Small Business Empowerment Report, Apr 2026).
35. Amazon is investing over $4 billion to expand its rural delivery network (Amazon Small Business Empowerment Report, Apr 2026).

AI shopping statistics

AI assistants are becoming a new route to the product page. Amazon has combined Rufus and Alexa+ into Alexa for Shopping; our guide to Amazon Rufus optimization covers how listings can adapt.

36. Rufus was used by more than 300 million customers in 2025 and helped deliver nearly $12 billion in incremental annualized sales (Amazon Q4 2025 results, Feb 2026).
37. US customers who use Alexa for Shopping spend over 40% more per order than those who do not (Amazon Q2 2026 results, Jul 2026).
38. More than 230,000 sellers use the AI-powered Seller Assistant each month, and they accept its recommended actions over 90% of the time (Amazon Small Business Empowerment Report, Apr 2026).

Walmart and TikTok Shop comparison statistics

Amazon's rivals are growing from a smaller base. For a direct comparison, read Walmart vs Amazon for sellers.

39. Walmart's global eCommerce sales grew 23% and global advertising grew 38% in the quarter ended July 31, 2026, with Walmart Connect in the US up 43% excluding VIZIO (Walmart Q2 FY27 results, Aug 2026).
40. On TikTok Shop, the top 1% of US sellers drive 60% of tracked GMV, a deeper concentration than on Amazon (Marketplace Pulse, Jun 2026).

What these Amazon seller statistics mean for brands

Three trends stand out. Third-party sellers keep a majority of units, but fewer new sellers are joining and the top sellers take a growing share. Advertising revenue is growing faster than seller services revenue, so paid visibility is getting more competitive. And AI shopping assistants are becoming a real sales channel. For brands, that points to tighter margins on ads, more weight on listing quality, and a need to manage Amazon as a full business rather than a set of campaigns.

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Sources

Amazon: 2025 Annual Report, Form 10-K net sales by type (sec.gov/Archives/edgar/data/1018724/000110465926041036/tm263815d4_ars.pdf)
Amazon: Amazon.com Announces Fourth Quarter Results, February 2026 (ir.aboutamazon.com/news-release/news-release-details/2026/Amazon-com-Announces-Fourth-Quarter-Results/default.aspx)
Amazon: Amazon.com Announces Second Quarter Results, July 2026 (ir.aboutamazon.com/news-release/news-release-details/2026/Amazon-com-Announces-Second-Quarter-Results/default.aspx)
Amazon: Small Business Empowerment Report, 2025 report published April 2026 (cdn-sellingpartners.aboutamazon.com/7c/18/edd05b224e6b8884a2c7c912d02e/final-sber-report-2025-1.pdf)
Marketplace Pulse: Amazon GMV surpassed $800 billion in 2025, February 2026 (marketplacepulse.com/articles/amazon-gmv-surpassed-800-billion-in-2025)
Marketplace Pulse: Amazon new seller numbers hit decade low in 2025, January 2026 (marketplacepulse.com/articles/amazon-seller-registrations-hit-decade-low-in-2025)
Marketplace Pulse: On TikTok Shop, 1% of sellers drive 60% of GMV, June 2026 (marketplacepulse.com/articles/on-tiktok-shop-1-of-sellers-drive-60-of-gmv)
Walmart: Walmart releases Q2 FY27 earnings, August 2026 (corporate.walmart.com/news/2026/08/20/walmart-releases-q2-fy27-earnings)

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