Here are some up-to-date statistics and insights about Amazon's online marketplaces as of 2023-2024 - the world's largest online marketplace
1. Market Share and Revenue
Amazon's total revenue reached $524 billion in 2022 and is expected to surpass $570 billion in 2024.
Amazon dominates the U.S. e-commerce market, accounting for approximately 37.8% of all online retail sales in 2023.
In the global e-commerce market, Amazon controls roughly 13.9%, making it one of the top platforms alongside Alibaba.
Amazon's global marketplace revenue accounts for over 60% of its total sales, with third-party sellers playing a huge role.
Update: Amazon's Official 2025–2026 Numbers
Several figures in this list date from 2022–2023. These are the latest numbers Amazon has reported itself, so you can see how far the marketplace has moved.
Revenue by business line, full year 2025
Amazon's fourth-quarter release (February 5, 2026) reported 2025 net sales of $716.9 billion, up 12% from $638.0 billion in 2024, and net income of $77.7 billion. The 2025 Form 10-K breaks this down as follows (compiled from SEC filings by sec-api.io):
| Business line | 2025 revenue | Share of total | Figure in this post |
|---|---|---|---|
| Online stores (Amazon's own sales) | $269.3B | 37.6% | – |
| Third-party seller services | $172.2B | 24.0% | $118B (2022) |
| AWS | $128.7B | 18.0% | – |
| Advertising services | $68.6B | 9.6% | $31B (2022) |
| Subscription services (incl. Prime) | $49.6B | 6.9% | – |
| Physical stores | $22.6B | 3.1% | – |
Units versus revenue: the claim above that the marketplace is "over 60% of total sales" is really about units. Third-party sellers accounted for 61% of paid units in Q4 2025 and again in Q2 2026. What Amazon books as revenue from them is fees (commissions, fulfilment, storage), about 24% of net sales.
The latest quarter
In Q2 2026 (reported July 30, 2026) net sales rose 20% to $200.6 billion, and AWS grew 37% to $42.2 billion, its fastest growth in 18 quarters. Amazon also merged its Rufus shopping assistant and Alexa+ into a single assistant, "Alexa for Shopping", and said its active users were close to doubling year over year.
Prime and sustainability
- Prime: on September 25, 2025 the FTC announced a $2.5 billion settlement ($1 billion civil penalty and $1.5 billion in refunds to about 35 million customers) over Prime sign-up and cancellation practices. Amazon must now offer a clear button to decline Prime and an easy way to cancel.
- Climate: the goal is net-zero carbon by 2040. Amazon reports matching 100% of its electricity with renewables for a third year in a row, but total emissions rose 16% in 2025 to 80.85 million tonnes CO2e, driven largely by data centers and AI infrastructure (GreentechLead, August 2026).
What it means for marketplace builders: fees from third-party sellers ($172.2 billion) now bring in almost two-thirds as much as Amazon's own online store sales, and many sellers also pay for advertising on top. Sellers looking for lower total costs are one reason niche and regional marketplaces keep appearing.
2. Amazon Prime
Amazon Prime membership has grown to more than 200 million users globally.
In the U.S., over 76% of Amazon customers have a Prime membership, which boosts spending and brand loyalty.
Prime members spend approximately $1,400 per year on Amazon, compared to $600 per year by non-Prime customers.
3. Seller Base
Amazon has over 2.5 million active sellers worldwide.
Third-party sellers account for over 60% of units sold on Amazon.
The top-selling categories for third-party sellers include electronics, home goods, fashion, and beauty products.
Amazon generated $118 billion in sales from third-party sellers in 2022, a figure projected to grow as the marketplace expands.
4. Global Reach
Amazon operates in over 20 countries, with 15 localized marketplaces (e.g., Amazon.com, Amazon.co.uk, Amazon.de, etc.).
The largest markets outside the U.S. include Germany, Japan, and the UK.
In 2023, Amazon has been expanding its reach in emerging markets like India, Brazil, and the Middle East.
5. Traffic & Engagement
Amazon.com sees around 2.4 billion visits per month, making it the most visited e-commerce website globally.
Mobile users account for about 70% of Amazon’s total visits.
Product reviews and ratings are critical, with over 80% of shoppers relying on reviews to make purchasing decisions.
6. Advertising Revenue
Amazon’s advertising business generated $31 billion in 2022, making it the third-largest digital ad platform after Google and Meta (Facebook).
More than 2.2 million sellers use Amazon’s pay-per-click (PPC) advertising system to promote products.
7. Logistics & Fulfillment
Amazon's Fulfillment by Amazon (FBA) program serves over 66% of third-party sellers.
Amazon Logistics delivers 3.5 billion packages annually in the U.S., which accounts for around 22% of U.S. package shipments.
Amazon has more than 1,500 warehouses worldwide, totaling over 400 million square feet of space.
8. Key Consumer Insights
89% of U.S. consumers are more likely to buy from Amazon than other e-commerce platforms.
Around 44% of product searches in the U.S. start on Amazon rather than on search engines like Google.
Amazon is the leading retailer in the voice-shopping market, with millions of transactions made via Alexa-enabled devices.
9. Sustainability and Climate Pledge
Amazon has committed to being carbon-neutral by 2040 through the Climate Pledge.
As of 2023, Amazon’s renewable energy projects are on track to power 100% of its operations with renewable energy by 2025.
10. Subscription Services
Amazon Music, Prime Video, and Kindle Unlimited are popular subscription services offered by Amazon, with Prime Video alone reaching over 175 million viewers worldwide.
These statistics highlight Amazon's massive influence in e-commerce, both in the U.S. and globally. If you need any more specific insights, feel free to ask!
