Amazon selling stats

Data visualization charts and graphs

Looking for insight on the Amazon selling experience? Look no further. We’ve compiled stats on sales, brands, tools, and programs.

Amazon customers

At Amazon, we always start with the customer. We partner with sellers to provide them with an amazing shopping experience.

Seller Spotlight: Power Practical
On a mission to find practical solutions to everyday problems, Caleb found an online niche for a lighting solution for camping enthusiasts.

Independent sellers

Independent sellers improve product selection, prices, and the overall customer experience. While each seller story is unique, our goal is always the same: support seller growth and success.

  • More than 60% of sales in the Amazon store come from independent sellers—most of which are small and medium-sized businesses.
  • In 2023, US-based sellers sold more than 4.5 billion items—an average of 8,600 items every minute.
  • In 2023, US-based sellers averaged more than $250,000 in annual sales.
The best year we ever had with my cousin reselling our products, we made maybe $40,000. Then we launched our store with Amazon in the second week of November of 2021. In 2022, we did $96,000 in sales. That’s phenomenal! Now my question is, what do I got to do to do half a million with Amazon this year?
Kelly Schexnaildre
CEO, Merfs Condiments

Brands in the Amazon store

Thinking about launching a brand with Amazon? Brands help customers identify new products and can be a great way to grow your business.

I’ve actually been really impressed—and kind of surprised, quite frankly—at how much Amazon has helped us build the brand; not just on Amazon, but outside of Amazon.
Matt McCauley
Founder, Hope & Henry

    Seller Spotlight: New Republic
    For New Republic, dipping into Amazon has proven distribution doesn’t define a brand—its story does. Adding Amazon as a sales channel has only grown the customer trust the New Republic brand is built on, and landed some stylish shoes in more closets.

    Prime Day

    We’re excited to celebrate Prime Day each year and offer resources and guidance so sellers can maximize the opportunity.

    Amazon tools, programs, and services

    Our selling plans come with a package of tools and services that sellers use to launch, manage, and grow their businesses. We also offer optional tools and programs to transform the selling experience.

    • Shipping with Fulfillment by Amazon (FBA) costs 70% less per unit than comparable premium options offered by other US fulfillment services.
    • According to a 2022 benchmarking report, sellers and other advertisers who used Sponsored Products campaigns through Amazon Ads spent 13%-79% less per click compared to alternatives. 1
    • Subscribe & Save products with a 10%-15% discount can drive up to a 1.8X increase in sales conversion on average.
    • Basic A+ Content can encourage repeat purchases and increase sales by up to 8%.
    • On average, brands with a Store saw 31x more repeat purchases in 60 days.
    • In 2022, Amazon and our third-party partners lent $2.1 billion to sellers.
    • Veeqo helps independent sellers save up to 78% on UPS Group labels.
    • On average, Buy with Prime increases the chance of an off-Amazon customer purchase by 25%.
    We realized we needed a new customer channel, and we needed some logistical support that was a lot more robust than what we had.
    Jeannell Darden
    Founder & CEO, Moisture Love

      Seller Spotlight: Hadley Designs
      Becca found there wasn’t enough to go around when her invitation business took off. With the help of Amazon, she and her husband Josh were able to scale quickly and reach a larger audience.

      Ready to sell with Amazon?

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      Pro Tip
      Check out these ecommerce start guides
      Whether you’re looking to start a new brand or increase ecommerce sales, here are some resources to help support your path to success.

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      1Sellics. Amazon Advertising Benchmark Report 2022. Accessed June 6, 2023.
      Mickey Toogood
      Mickey Toogood
      Mickey Toogood is a Sr. Content Marketing Manager at Amazon. He’s passionate about connecting sellers with ecommerce opportunities. He also loves books, travel, and music.