Amazon Statistics 2026: The Data Roundup (Sourced & Updatable)

By Gulfam Haidar, Founder, GrowEventure. Last updated September 2026.

Amazon Statistics 2026: quick summary

In short, this guide covers amazon statistics 2026 in plain terms. Below you will find the key points on amazon statistics 2026, a breakdown you can act on today, and clear answers to the most common questions about amazon statistics 2026.

In 2026, third-party sellers account for roughly 60% of Amazon units sold, most of them small and medium businesses. Amazon remains the largest US e-commerce marketplace by GMV, with fast-growing advertising revenue. This page compiles current Amazon seller, revenue, and marketplace statistics, each pointed to a primary source, so you can cite a figure fast and check it yourself.

A note on method before the numbers. Every figure below names where to verify it. Where a specific number is published by a primary source, we state it and name that source inline. Where the exact current figure needs confirmation against the latest release, we describe the metric and point you to the primary source rather than invent a number. All vendor-reported figures are directional. This honesty is the point: a sourced stat is one an editor, a marketer, or an AI engine can cite with confidence.

Amazon marketplace overview

Amazon is the largest e-commerce marketplace in the United States by gross merchandise value, a leading position that both Statista and Marketplace Pulse track and confirm year after year. For the exact US e-commerce share and total GMV in the current year, consult the latest Statista marketplace report and Amazon’s most recent shareholder letter, which report net sales and segment revenue directly.

Amazon’s overall net sales figure is published each year in the company’s annual report and quarterly filings. Rather than restate a figure that changes every quarter, pull the current total from Amazon’s latest shareholder letter, which is the primary source for company revenue and growth trend.

The direction of travel is steady growth in total marketplace volume, with third-party sellers driving a rising share, a pattern Amazon’s own leadership has described across recent shareholder letters.

Why this matters for anyone citing the number: Amazon’s total is split across segments, online stores, physical stores, third-party seller services, advertising, subscription services, and AWS. When a report quotes “Amazon revenue,” check which line it means. For marketplace and seller context, the third-party seller services line and the advertising line are the relevant ones, and both appear in the same filing. Naming the segment, not just the company, is what separates a citable stat from a misleading one.

Third-party seller statistics

Third-party sellers account for roughly 60% of units sold on Amazon, a figure Amazon has cited in its shareholder letters. First-party (Amazon’s own retail) makes up the remainder. This 60% share is the single most-cited Amazon seller statistic and comes straight from the company.

For the current count of active sellers worldwide and in the US, Marketplace Pulse is the primary tracker and publishes updated seller-count estimates. Because seller counts shift constantly and definitions vary (active vs registered), cite Marketplace Pulse for the specific number and the date it was measured rather than a rounded figure that ages quickly.

One caution when citing seller counts: “registered sellers” and “active sellers” are very different numbers, and a large share of registered accounts never make a sale in a given year. Reports that quote a giant registered figure and a small active figure are both correct; they simply measure different things. When you cite a seller count, state whether it is registered or active and name the year, so your figure holds up to scrutiny. This is exactly the kind of precision that makes a statistic worth linking to.

Who Amazon sellers are (SMB profile)

Most third-party sellers are small and medium businesses. Amazon reports SMB seller performance in its annual SMB Impact Report and shareholder communications, which are the primary sources for the share of sales from SMBs and the number of US-based sellers.

For the seller profile in depth, US vs international split, how many new sellers join each year, and the top product categories, the Jungle Scout State of the Amazon Seller report is the standard survey source. It surveys thousands of sellers annually and publishes category mix, tenure, and goals. Cite the current edition for these breakdowns.

Seller economics

Startup cost, ongoing monthly cost, and margins vary widely by category and model. The Jungle Scout State of the Amazon Seller report is the primary survey source for average startup investment, typical monthly spend, and reported profit margins among sellers, and it updates these bands each year. Pull the current figures from the latest edition rather than a fixed number, because they move with the survey.

On fees, the referral fee is commonly around 15% of the sale price and varies by category; fulfillment and storage fees depend on size, weight, and season. The authoritative source for the exact current rates is Amazon’s published fee schedule in Seller Central, which lists referral percentages by category and FBA fees by tier. Always quote the fee schedule directly, since Amazon revises it periodically. For plain-English definitions of each fee, see our Amazon seller glossary.

A useful frame for margins: total selling cost on Amazon typically stacks the referral fee, FBA fulfillment and storage fees, advertising, and returns on top of your product and shipping costs. The Jungle Scout survey reports the profit-margin bands sellers actually keep after those costs, which is a more honest figure to cite than gross revenue. When you see a headline “average Amazon seller revenue” number, pair it with the margin band from the same survey, since revenue without margin overstates how much a typical seller takes home. Cite both from the current State of the Amazon Seller edition.

FBA vs FBM and fulfillment

A large share of third-party sellers use Fulfillment by Amazon, either alone or alongside merchant fulfillment. The Jungle Scout State of the Amazon Seller report is the primary source for the current FBA adoption rate and the FBA-plus-FBM mix, and it reports this split each year. Cite the current edition for the exact percentage.

Amazon advertising statistics

Amazon’s advertising business is one of its fastest-growing segments. Amazon began breaking out advertising revenue as its own line in quarterly and annual filings, so the current advertising revenue figure and its growth rate come directly from Amazon’s latest shareholder letter and quarterly results. For seller-side ad adoption and typical ACOS and TACOS ranges, the Jungle Scout State of the Amazon Seller report and industry advertising benchmarks are the sources to cite. Because ad revenue is reported each quarter, take the newest number from Amazon’s filings rather than a static figure.

Prime and shopper behavior

Amazon Prime membership is very large, and Amazon periodically discloses membership milestones in shareholder letters; for the current global and US Prime estimates, cite Amazon’s latest disclosures and Statista’s Prime tracking. A widely referenced behavior stat is that a large share of US product searches begin on Amazon rather than a search engine; this figure is reported by market research firms and should be cited to the specific study and year, with the caveat that estimates vary by source.

New for 2026 is AI-assisted shopping. Amazon’s AI assistant, Rufus, answers shopper questions and makes recommendations inside the app. Adoption data is early and largely Amazon-reported, so treat any usage figure as directional and cite Amazon’s own announcements as the source.

For sellers, the behavioral shift behind these numbers matters more than any single stat. Shoppers who once typed a keyword and scanned results now ask a full question and read one AI answer, both on Amazon through Rufus and off Amazon through Google AI Overviews and assistants like ChatGPT and Perplexity. That changes what wins visibility: clear, well-structured product information that an AI can read and quote. This is why the same optimization work pays off on and off the platform, and it is the reason we track AI-assisted discovery as its own metric rather than folding it into general search.

Key Amazon statistics 2026 at a glance

Statistic	Figure	Year	Primary source
Third-party share of units sold	~60%	2026	Amazon shareholder letter
Number of active sellers	Verify current count	2026	Marketplace Pulse
SMB share of sellers	Majority (verify %)	2026	Amazon SMB Impact Report
Average startup cost	Verify current band	2026	Jungle Scout State of the Amazon Seller
Amazon advertising revenue	Verify latest figure	2026	Amazon shareholder letter / filings
Prime members	Verify current estimate	2026	Amazon disclosures / Statista
FBA adoption among sellers	Majority (verify %)	2026	Jungle Scout State of the Amazon Seller
US e-commerce marketplace rank	Number one by GMV	2026	Statista / Marketplace Pulse

Figures marked “verify” change with each new release; confirm the current number against the named source before citing.

(alt: “Grid of key Amazon statistics for 2026 with third-party seller share and revenue.”)

Methodology & sources

This roundup is compiled from primary sources only: Amazon’s own shareholder letters and filings, Amazon’s SMB Impact Report, Marketplace Pulse, Statista, and the Jungle Scout State of the Amazon Seller survey. We name the source next to each figure and mark anything that needs confirmation against the latest release as “verify.” Vendor-survey figures are directional, since they rest on samples and self-reported answers. We update this page as new reports publish and stamp the “last updated” date at the top. You are welcome to cite these statistics with attribution to GrowEventure and a link back to this page, and to the underlying primary source named for each figure.

For related reading, see our Amazon seller glossary for definitions, our guide on how to sell on Amazon, and our Amazon agency cost breakdown. For hands-on help, our Amazon account management service and the wider ecommerce insights hub go deeper, and you can book a free audit.

Frequently asked questions

What percentage of Amazon sales are third-party sellers?

Third-party sellers account for roughly 60% of units sold on Amazon, per Amazon’s shareholder letters. First-party retail makes up the rest.

How many sellers are on Amazon?

Seller counts change constantly. Marketplace Pulse is the primary tracker; cite its current estimate and the date it was measured rather than a rounded figure.

How much does it cost to start selling on Amazon?

Startup cost varies widely by category and model. The Jungle Scout State of the Amazon Seller report publishes the current average band each year; use its latest edition.

How much is Amazon advertising revenue?

Amazon reports advertising as its own line in filings. Take the current figure from Amazon’s latest shareholder letter or quarterly results, since it updates every quarter.

How many Prime members are there?

Prime membership is very large; Amazon discloses milestones periodically. Cite Amazon’s latest disclosure and Statista’s tracking for the current estimate.

What percentage of sellers use FBA?

A majority of third-party sellers use Fulfillment by Amazon. Confirm the exact current share in the latest Jungle Scout State of the Amazon Seller report.

What are the top Amazon categories?

Category mix is reported in the Jungle Scout State of the Amazon Seller survey each year; cite the current edition for the ranked list.

Is Amazon the biggest US marketplace?

Yes. Amazon is the largest US e-commerce marketplace by gross merchandise value, as tracked by Statista and Marketplace Pulse.

Why do Amazon statistics vary so much between sources?

Each source measures a different thing. Amazon reports official revenue and unit share in its filings. Marketplace Pulse estimates seller counts from listing data. Survey reports ask sellers directly, so they reflect a sample, not the whole market. Read the method before you trust a number, and match the stat to the decision you are making.

Which Amazon statistics matter most for a new seller?

Focus on category demand, average selling price, and typical margin for your niche, not headline totals. A giant marketplace figure does not tell you whether your product can profit. The Jungle Scout survey and your own Seller Central data answer that question far better than any global number.

Sources: Amazon annual report and shareholder letters (revenue, third-party share, SMB figures); Amazon SMB Impact Report; Marketplace Pulse (seller counts and marketplace trends); Statista (marketplace and e-commerce share, Prime); Jungle Scout State of the Amazon Seller (seller economics survey); Amazon Seller Central fee schedule (referral and FBA fees).