Amazon Stats: Growth, sales, and more

Growing your business? It can be challenging to get perspective on the possibilities within ecommerce. In this post, we’ve assembled data related to online sales and growth, inventory, fulfillment, and more topics.

Find out how Amazon stores can unlock new opportunities for your business with support for distribution, sales channels, product listings, and other ways to boost your brand’s potential. We’ll also shine a spotlight on the independent sellers powering Amazon’s extensive product selection. Let’s dive in. statistics

  • Sellers have the opportunity to reach millions of customers in over 100 countries as an Amazon selling partner.
  • Amazon Business, the B2B ecommerce channel, encompasses over 1 million customer accounts worldwide, over 150,000 sellers, and more than 10 billion in global annualized sales.


Amazon growth

  • In the U.S., Storefronts has grown to feature over 2.5 million products from roughly 30,000 businesses across various product categories.
  • Amazon created 400,000 new jobs in communities around the U.S. in 2020 and invested $34 billion in American infrastructure.
  • Amazon is pledging to hire over 100,000 U.S. veterans and military spouses by 2024.


Amazon seller sales

  • Third-party sellers began to join Amazon in 1999. They now account for more than 60% of Amazon sales.
  • Amazon Business, the B2B ecommerce channel, surpasses $25 billion in worldwide annualized sales.


Usage by device

  • Over 42 million unique desktop users in the U.S. visit Amazon stores each month.
  • Over 126 million unique mobile visitors in the U.S. visit Amazon stores each month.


Amazon shoppers

  • Customers complete 28% of Amazon purchases in three minutes or less. Half of all purchases finish in less than 15 minutes.
  • Amazon is the #2 Most Trusted Brand in America by Morning Consult, 2020.


Brands and Amazon

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.

Since 2017, Brand Registry has unlocked a suite of advanced tools to help brand owners build and protect their business. Brand Registry is a free service that helps brand owners manage and protect their brand and intellectual property rights.

  • More than 300,000 sellers are currently using Stores, a free multi-page branded storefront, to connect with customers.
  • Over 2020, more than 500,000 sellers have used the Brand Analytics tool to accelerate their brands.

Brand and product discovery in Amazon’s store

  • 75% of shoppers use Amazon to discover new products and brands.
  • 52% of shoppers are more willing to buy an unfamiliar brand in Amazon’s store.


 Amazon allows creative people like myself to focus on what we do well, which is build great brands and create great products.

Dee Murthy
Co-founder, New Republic


Brand protection

  • Amazon invested over $900 million in 2021 to protect customers, brands, selling partners, and our store from counterfeit, fraud, and other forms of abuse.
  • Amazon employed more than 12,000 people in 2021 to protect customers, brands, selling partners, and our store from counterfeit, fraud, and other forms of abuse. These employees include machine learning scientists, software developers, and expert investigators.
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.



Small- and medium-sized businesses in Amazon stores

  • Products from small- and medium-sized businesses (SMBs) account for roughly 60% of sales in Amazon stores.
  • During the 2020 holiday season, American SMBs sold nearly 1 billion products in Amazon’s store.
  • SMBs in the U.S. sell on average more than 4,000 items per minute and these businesses employ over 800,000 people.
  • With Amazon Handmade, artisans from over 80 countries are selling their craft.
  • In 2020, European small- and medium-sized businesses (SMBs) sold more than 1.8 billion products in Amazon stores. European SMBs have also created over 550,000 jobs to support their businesses online.

 We launched in 2016 on Amazon, and from 2016 to 2017, we grew by 80%…It was the first time we’ve broken seven figures in one sales channel.

Caleb Light
VP of Sales, Power Practical

Entrepreneurial growth

  • Kindle Direct Publishing (KDP) has enabled over 1 million authors to publish their books globally, including publishing options in 40 languages.
  • Amazon committed $150 million to empower Black entrepreneurs with the launch of the Black Business Accelerator to help build sustainable equity and growth for Black-owned businesses.
Seller Spotlight: Kids N’ Such
The inspiration for Justin and Channing’s business came when they were expecting their second child. Seeing a gap in the market for stylish and useful products, they built their own business. Kids N’ Such launched on Amazon from day one, and they’ve enjoyed tremendous growth.


Prime free shipping, Prime Day, and holidays

  • Between Black Friday and Christmas in 2021, U.S. third-party sellers sold an average of 11,500 products per minute.
  • In 2021, Prime Day saw a 100% year-over-year increase in sales with customers spending over $1. billion on more than 70 million small business products during the spend $10, get $10 promotion.

Read more: Start your ecommerce business


Amazon seller resources

Check out these Amazon guides for tips and pointers related to ecommerce:

  • Ecommerce business guide
  • Dropshipping in 2023: What is dropshipping and how does it work?
  • Inventory management 101
  • Ecommerce fulfillment guide to grow your business
  • Build an online store featuring your brand
  • Online Business Ideas: 38 Businesses That Used Amazon to Grow
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.


Launch your business with Amazon

Since its founding in 1995, Amazon has grown from a small online business to an ecommerce powerhouse. Customers with active accounts in over 100 countries shop in Amazon stories worldwide.

Join the growing and thriving community of brands and sellers in Amazon’s store.

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