Amazon remains the largest e-commerce platform in the world, and the landscape for sellers in 2026 is changing compared to the past years.
Amazon has over 9.7 million registered sellers globally, and less than 2 million are actively selling. It shows there is a major gap between people who start and those who have success.
According to the stat, the third-party sellers generate 60% of all Amazon sales, which shows that small businesses still dominate Amazon sellers.
And there is still an opportunity for new sellers to build six to seven-figure businesses, with average annual revenue of successful Amazon sellers ranging from $230k to $300k.
According to the source, over 55,000 sellers generate over $1 million yearly. This shows that a new seller can start and scale on Amazon with the right approach.
In this post, you’ll learn the latest Amazon seller statistics for 2026, including revenue insights, seller trends, and other opportunities.
You will understand what is working right now and how to stay ahead if you want to start selling on Amazon.
9 Top Picks for Amazon Seller Statistics
Amazon hosts over 310 million active users worldwide.
The active sellers on Amazon are 2 million.
Americans account for over 50% of Amazon sellers.
Third-Party (3P) Sellers Make Up 60% of Sellers on Amazon.
58% of Businesses Record Profits in Their First Year on Amazon.
37.6% of online retailing transactions in America are on Amazon.
37% of Sellers on Amazon Have Full-Time Jobs
Amazon sellers choose the top 3 alternative platforms: eBay, Shopify, and Walmart.
Amazon’s revenue continues to grow from $513.92 billion in 2022 to $554.02 billion in 2023
Amazon has over 200+ million prime subscribers globally.
Over 75%+ of Amazon sellers use product research tools.
General Amazon Seller Statistics
Over 310 Million Active Users are on Amazon Worldwide
Amazon has over 310 million active users around the globe, with eighty per cent (80) % of users from the US. Two hundred thirty million customers in the US prefer Amazon to other e-commerce platforms.
Active Sellers on Amazon are over 2 Million
Amazon has many customers to whom sellers can sell their products. Over 9.7 million sellers are on the platform globally, with two million active sellers.
Sixty-four per cent of sellers use Amazon’s FBA feature, and over 22% of sellers on the platform combine FBA with other services to increase sales.
Over 1.1 Million Sellers on Amazon Are Americans
Americans make up the most sellers on Amazon. They are over 50%.
Amazon Comprises 37.6% of All Online Sales in America.
Amazon is at the top of the e-commerce pyramid, with 37.6% of all online sales in America. According to experts, by 2024, the Amazon market will top the e-commerce sector by 40%.
18% of Amazon Sellers in The US live in California
California boasts the highest percentage of Amazon sellers in America. Around 12% reside in Florida, while 6% come from New York.
86% of Amazon Users Employ FBA
86% of Amazon’s third-party sellers choose FBA for order fulfilment in their businesses. Moreover, within the first year, 64% of sellers make profits, with 46% seeing a success rate ranging from 11% to 25% on average through Amazon FBA.
26% of Sellers on Amazon sell one product only.
89% of Amazon sellers sell less than 50 items on the platform, 14% sell between 6 and 10 products, and 77% of SMBs and sellers sell less than 10 products on the Amazon platform.
62% of Sellers on Amazon Offer Products Ranging From $16 – $50
Sixteen (16) % of Amazon sellers offer products ranging from $31 to $50. Just 1% of sellers sell products that cost more than $100. 4% sell items that cost less than $5.
58% of Businesses Record Profits in Their First Year on Amazon
Making profits on Amazon requires patience and depends on the brand and niche. 22% of brands, businesses, and sellers recorded success before 90 days. Unfortunately, another 22% of sellers did not make any profit from Amazon.
71% of SMBs and Sellers Employ Facebook Ads to Advertise on Social Media
Over 60% of Amazon sellers employ Instagram ads to promote their products. 46% of retailers and enterprise brands do the same.
32% of sellers on Amazon utilize TikTok ads, with another 30% preferring YouTube for their advertising.
Amazon Third-Party (3P) Seller Statistics
60% of Sellers on Amazon are Third-Party (3P) Sellers
Thanks to third-party (3P) sellers, they make up over fifty (50) % of sales on Amazon.
Brand Owners’ Sales Increased By 20% in 2023
Brand owners made more sales by over 20% compared to last year. Sellers based in America exported over 250 million items to various locations worldwide.
Amazon’s 3P Seller Services Growth for Q1 2024
Amazon hit a 16% increase in sales as of April 2024. Thanks to their 3P seller services.
Amazon’s 3P Seller Market Share for Q1 2024
During the first quarter of 2024, third-party sellers facilitated 61% of the paid units on Amazon.
Amazon Seller Statistics (Demographic)
Males Dominate the Amazon Seller Space, with 67% Males and 30% Females.
Almost 7 out of every 10 sellers are males on Amazon.
Sellers Between 25 and 34 Years Make Over 30% of Amazon Sellers.
64% of Amazon sellers are between 25 and 54 years old, 31% are between 35 and 44, and 11% are between 18 and 24.
37% of Sellers on Amazon have full-time jobs.
37% of Amazon sellers dedicate over 40 hours to their work on the platform. 22% focus only on e-commerce. 14% work part-time, and 19% are self-employed.
54% of Sellers on Amazon Create Their Product and Brand with Amazon’s Private Label Model
The private label model is the most common. Fifty-four (54) % of sellers use it to create their brand or label.
How Much Do Amazon Sellers Make?
52% of SMBs and Sellers Record Sales of Over $1000 Monthly on Amazon
In contrast, around 31% of sellers generate sales below $500 monthly. 22% of sellers record sales of between $1000 and $5000. 19% make sales of about $10000 monthly.
47% of Sellers Bag Lifetime Sales Amounting to Almost $25000
These sellers make up the majority of Amazon’s market share. Ten per cent of SMBs and sellers enjoy lifetime sales ranging from $25,000 to $50,000 on Amazon.
74% of Small Businesses and Sellers Start Their Businesses on Amazon with Over $1000
Also, 25% of businesses and sellers invest below $1000 to kick-start their selling journey on Amazon.
Amazon Sales Per second, minute and hour
- According to the stat, each second, Amazon records sales of $4,722
- Each minute, Amazon sales are around $283,000
- In an hour, Amazon sales are over $17 million
Most popular Amazon categories Among Sellers
The 2024 State of the Seller Survey reveals the top 10 Amazon categories. Home and kitchen are #1 on the list.
Home & Kichen is #1 categories on Amazon
Over 35% of Amazon sellers list products in the home and kitchen categories, while Beaty and personal cars came second with 26% of sellers.
Below is a table listing Amazon’s top 10 product categories.
| Amazon Categories | Percentage of sellers |
|---|---|
| Home & Kitchen | 35% |
| Beauty & Personal Care | 26% |
| Clothing, shoes and jewellery | 20% |
| Toy and Games | 18% |
| Health and baby care | 17% |
| Baby | 16% |
| Electronic | 16% |
| Sports and Outdoors | 16% |
| Pet suppliers | 13% |
| Office suppliers | 13% |
Amazon Independent Sellers
Over 60% of Amazon store sales came from independent, small, and medium-sized sellers.
In 2023, US-based independent sellers over 4.5 billion items.
The average item sold is 8,500 every minute.
US-based sellers sold an average of $250,000 in annual sales in 2023.
The brand owner’s sales in the Amazon store grew by over 22% in 2023 compared to 2022.
Amazon stated that brand owners grow their sales by over 22%.
Almost 3,700 sellers join Amazon every day.
It shows that the number of Amazon sellers is increasing every day.
Statistics show that 59% of Amazon sellers use SEO and paid ads to promote their businesses in 2023.
Of them,41% leverage social media ads, while 4% use traditional promotion methods.
According to the report, 26% of Amazon sellers sell only one product
Around 14% of the sellers sell 6 to 10 products, while 89% sell 50 on Amazon.
Thanks for checking.
I will add more Amazon sellers’ statistics to the list as we research more information to get you up-to-date stats.
Are you interested in selling on Amazon? I am still wondering if it is profitable.
Selling on Amazon is a great way to build a successful business, whether through Amazon FBA, wholesale, or other means.
The e-commerce business is growing exponentially, and it is time to join the billion-dollar industry and start profiting.
Amazon seller statistics in 2026 reveal that as the competition is increasing, opportunities for aspiring sellers remain strong.
With 9.7 million Amazon sellers and 60% of sales coming from the third-party merchants, the platform is still dominated by independent merchants.
To achieve success now depends on building strong branding, access to data and advertising strategy and not just product listings
have full-time jobs.Want to start selling on Amazon? Check the Amazing Selling Machine course to guide you.
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