Amazon is the first name that springs to mind when discussing online shopping.
With over 310 million active users, Amazon is one of the most convenient and leading ecommerce platforms in 2024.
The large active customer base has attracted over 9.7 million sellers to the Amazon sellers platform, and more than 2 million of them are actively selling on Amazon in 2024.
In this article, I have collected the most significant statistics about Amazon’s users, revenue, market share, and Amazon Prime.
Amazon Statistics: Top Picks (2024)
- Amazon has over 310 million active users globally
- 51% of the users use Amazon for product research
- 230 million Amazon customers are from the United States
- There are over 2 million active sellers on Amazon
- Amazon makes $1.4 billion in sales per day
- Third-party sellers make up 60% of Amazon’s seller base
- The United States has over 1.1 million Amazon sellers
- Amazon generated over $554.02 billion in 2023
- There are over 200 million Amazon Prime members around the world
- Amazon operates in over 100 countries and has 20 marketplaces worldwide
Amazon Users Statistics
With almost everyone checking Amazon before buying anything online, it has become a go-to place for online shopping.
Millions of people worldwide prefer to shop from Amazon due to its helpful user reviews and trusted sellers.
1 . Amazon Has Over 310 Million Active Users Globally
With over 80% of the users from the United States, there are more than 310 million active users of Amazon globally.
Around 230 million Amazon customers are from the United States.
In addition, Amazon received over 2.72 billion unique monthly visitors in 2023.
Due to accessibility and ease of use, the Amazon app has around 197 million monthly active users in 2024.
Source: AMZ Scout
2. The Average American Spends Around $91.75 On Amazon Each Month
A survey done on 3,200 online shoppers indicated that 25% of Americans shop on Amazon once a week.
Tennesse citizens spend an average of $124.22 per month, which is the highest among all the states in the US.
The average spending of an American user on Amazon was concluded to be $91.75 per month.
West Virginia residents spent around $56.10 and were reported to spend the lowest on Amazon.
Source: Upgraded Points
3. 51% Of The Users Use Amazon For Product Research
Due to the genuine reviews from experienced customers on Amazon, it has become a trusted source of information for buyers.
Customers use Amazon more than any other search engine to look up products before purchasing them online.
Here is a table showing the percentage of people searching for products on various platforms:
| Platform | Percentage of users |
| Amazon | 51% |
| Search engines | 39% |
| Walmart.com | 34% |
| YouTube | 23% |
| 21% | |
| 17% | |
| TikTok | 16% |
Source: Jungle Scout
4. 80% Of The Shoppers Use Amazon Due To Fast And Free Shipping
Due to the large inventory and reasonable prices, every online shopper trusts and finds Amazon helpful while purchasing.
A survey from Statista revealed that most users choose to buy from Amazon because of its fast and free shipping services.
The wide collection of products on Amazon also attracted around 69% of shoppers to Amazon.
Here is a table showing why people use Amazon:
| Reason | Percentage of users |
| Fast and free shipping | 80% |
| Broad collection of items | 69% |
| Prime membership | 65.7% |
| Best Pricing | 49.2% |
| Easy returns process | 43.7% |
Source: Statista
Amazon Seller Statistics
Amazon has evolved from an online marketplace to a closely-knit community where people trust and buy great quality products from trusted sellers.
From small individual sellers to big enterprises, Amazon provides a platform for every kind of seller.
5. There Are Over 2 Million Active Sellers On Amazon
With a huge customer base on Amazon, sellers have great opportunities to leverage the platform to sell their products.
Amazon has over 9.7 million sellers globally, of which 2 million are actively selling on the platform.
Around 64% of the sellers have adopted Amazon’s Fulfilled by Amazon (FBA) feature.
More than 22% of Amazon sellers have taken a hybrid approach by combining the FBA with their own storage, shipping, and customer service processes. What’s more, Helium10 Hub is one of the reliable resources for Amazon sellers where they cover tips, guides and case studies for sellers.
Source: AMZ scout
6. The United States Has Over 1.1 Million Amazon Sellers
With more than half of the total sellers on Amazon, The United States boasts the highest number of sellers in 2024.
The states of California, New York, Florida, and Texas have over 50% of Amazon sellers in the United States.
Here is a table showing the percentage of sellers according to states in the US:
| State | Percentage of Amazon sellers |
| California | 21.1% |
| New York | 10.2% |
| Florida | 10.2% |
| Texas | 6.8% |
| New Jersey | 4.7% |
| Illinois | 3.3% |
| Georgia | 2.7% |
| Pennsylvania | 2.7% |
| Washington | 2.4% |
| Michigan | 2.2% |
Source: Marketplace Pulse
7. Third-Party Sellers Make Up 60% Of Amazon’s Seller Base
The first-party (1P) sellers comprise the sellers that provide their inventory to Amazon, and sales are made under its name. These sales are mainly feasible for wholesale and are branded under Amazon’s name.
However, third-party (3P) sales have become more prominent in 2024 and now command more than half of sales on the Amazon platform.
Only about 40% of the sellers on Amazon were third-party in 2014.
Here is a table with third-party sellers on Amazon over the years:
| Year | Third-party sellers percentage |
| 2023 | 60% |
| 2022 | 59% |
| 2021 | 56% |
| 2020 | 55% |
| 2019 | 53% |
| 2018 | 52% |
| 2017 | 51% |
Source: Statista
8. 35% Of The Sellers Are Selling Home And Kitchen Products On Amazon
Due to the high number of daily-use items sold, the most popular category among Amazon sellers is the home and kitchen.
More than 35% of the sellers decide to sell homeland kitchen products, while Beauty and personal care is the second most popular with 26% of sellers.
Here is a table showing the percentage of sellers with respect to categories on Amazon:
| Category | Percentage of sellers |
| Home & Kitchen | 35% |
| Beauty & Personal Care | 26% |
| Clothing, Shoes & Jewelry | 20% |
| Toys & games | 18% |
| Health, Household & Baby Care | 17% |
| Electronics | 16% |
| Sports & outdoors | 16% |
| Office Supplies | 13% |
Source: Jungle Scout
Amazon Revenue Statistics
Due to the number of products, buyers, and sellers, Amazon is one of the most valued and esteemed brands of this age.
The global impact and hold on the market have largely contributed to generating revenue and huge sales for Amazon.
9. Amazon Generated Over $554.02 Billion In Revenue In 2023
Amazon’s revenue in the third quarter of 2023 was reported to be 143.08 billion, which was a 12.57% increase year-over-year.
Experiencing a 10.32% increase in the last 12 months, Amazon generated around $554.02 billion in 2023.
Here is a table showing Amazon’s revenue over the years:
| Year | Revenue |
| 2023 | $554.02 billion |
| 2022 | $513.98 billion |
| 2021 | $469.82 billion |
| 2020 | $386.064 billion |
| 2019 | $280.52 billion |
| 2018 | $232.87 billion |
| 2017 | $177.86 billion |
Source: Macro trends
10. Amazon Makes $1.4 Billion In Sales Per Day
Due to the huge number of users and constant ongoing transactions, Amazon receives over 66,000 orders every hour.
With the huge number of orders that take place, it is estimated that Amazon earns around $1.4 billion in sales daily.
With that calculation in mind, it is also estimated that Amazon makes around $16.3 million in sales per second.
Source: AMZ Scout
11. Amazon Web Services Generated Net Sales of $88 Billion in 2023
AWS was a kind of side hustle started by Amazon, which now contributes highly to Amazon’s revenue.
AWS is the world’s largest cloud computing service, accounting for around 32% of the global cloud market.
Amazon generated over $88 billion in revenue in 2023, a 10.14% increase from last year’s 79.1 billion.
Here is a table showing revenue generated by Amazon Web Services over the years:
| Year | AWS Revenue |
| 2023 | $88 billion |
| 2022 | $79.9 billion |
| 2021 | $62.1 billion |
| 2020 | $45.3 billion |
| 2019 | $35 billion |
| 2018 | $25.6 billion |
| 2017 | $17.4 billion |
| 2016 | $12.2 billion |
| 2015 | $7.8 billion |
Source: Statista
12. Amazon Ad Services Generated $12.6 Billion In Revenue In Q3 2023
Since Amazon’s advertising tools helped sellers, vendors, and brands reach customers during the competitive holiday season, the service generated a significant amount of revenue.
The ad services revenue experienced a 21% year-on-year increase, generating over $12.6 billion in the third quarter of 2023.
Here is a table showing ad service revenue generated over the years:
| Year | Ad service revenue |
| Q3 2023 | $12.6 billion |
| Q2 2023 | $10.68 billion |
| Q1 2023 | $9.5 billion |
| 2022 | $37.8 billion |
| 2021 | $31.2 billion |
| 2020 | $19 billion |
Source: Jungle Scout
Amazon Market Share Statistics
Due to Amazon’s reliability and assurance, it has been a dominating force in the e-commerce market.
The e-commerce giant is trusted by millions of buyers and sellers, which has helped it capture an immense market share of the online ecommerce retail industry.
13. Amazon Has A 37.6% Market Share Of Online Retailers In The United States.
Amazon has seized the first spot in the ecommerce market, leaving competition way behind.
The online marketplace has 6 times the market share of Walmart, which is in second spot with 6.4% US ecommerce and online retail market share.
Amazon is set to have over 40% of the United States’ e-commerce market share in 2024.
Here is a table showing the market share of leading retail e-commerce companies in the United States:
| Company | Market share |
| Amazon | 37.6% |
| Walmart | 6.4% |
| Apple | 3.6% |
| eBay | 3% |
| Target | 1.9% |
| The Home Depot | 1.9% |
| Costco | 1.5% |
| Best Buy | 1.4% |
| Carvana | 1.4% |
| Kroger | 1.3% |
Source: Statista
Amazon Prime Statistics
The variety and affordability of Amazon’s products attract millions of customers worldwide.
With over 600 million products listed on the platform, Amazon has a vast library of products from different categories.
14. There Are Over 200 Million Amazon Prime Members Around The World
Due to features like one-day free delivery, exclusive deals, and much more that Prime membership provides, there are more Prime members than non-prime members.
An average Amazon Prime member spends over $1,000 a year.
Amazon has doubled its Prime subscriber base with over 200 million users in 2020, and the number of Amazon Prime users is increasing at a rapid rate globally.
Here is a table with global Amazon Prime members over the years:
| Year | Number of Prime users |
| 2020 | 200 million |
| 2019 | 150 million |
| 2018 | 125 million |
| 2017 | 100 million |
| 2016 | 65 million |
Source: Statista
15. The United States Has Over 171.8 Million Amazon Prime Subscribers In 2024
Comprising over 80% of users, the United States has the largest share of Amazon Prime subscribers globally.
From 25 million in 2013 to over 167 million in 2023, the number of Prime users in the US has increased by 568% in the last decade.
The number of United States Prime users is set to reach over 176.2 million in 2025.
Here are the Amazon Prime users in the United States over the years:
| Year | Amazon Prime Users |
| 2025* | 176.2 million |
| 2024 | 171.8 million |
| 2023 | 167.2 million |
| 2022 | 163.5 million |
| 2021 | 159.8 million |
| 2020 | 146.1 million |
| 2019 | 124 million |
| 2018 | 112.1 million |
| 2017 | 99.7 million |
| 2016 | 65 million |
| 2015 | 54 million |
Source: eMarketer, Statista
16. Over 76 Million US Households Have Amazon Prime Subscriptions
With a 15% increase between the years 2019 and 2022, Amazon Prime subscriptions in the United States have increased gradually over the past few years.
In 2023, 61% of consumers have access to an Amazon Prime account, and 91% of them are expected to renew it for another year.
Here is a table with the number of households having Amazon Prime subscriptions over the years:
| Year | Number of households with Prime subscription |
| 2022 | 76.6 million |
| 2021 | 74.4 million |
| 2020 | 71.3 million |
| 2019 | 66.4 million |
| 2018 | 60.1 million |
Source: Statista
17. Amazon Prime Day Sales Generated Over $12.9 Billion
Due to high price drops and offers on Amazon Prime Day, shoppers spend freely on the platform to stock up on their needs.
With the increased number of shoppers and sales, Amazon Prime Day generates a large revenue from the sales.
Generating $12.9 billion in 2023, the revenue from Amazon Prime Day has been increasing consistently over the past few years.
Here is a table showing revenue generated on Amazon Prime Day over the years:
| Year | Prime Day Revenue |
| 2023 | 12.9 billion |
| 2022 | 12 billion |
| 2021 | 11.2 billion |
| 2020 | 10.4 billion |
| 2019 | 7.16 billion |
| 2018 | 4.19 billion |
| 2017 | 2.41 billion |
| 2016 | 1.52 billion |
| 2015 | 0.9 billion |
Source: Statista
Significant Amazon Statistics
Here are some of the significant Amazon statistics you should know about.
18. Amazon Employs Over 1.5 Million People Globally In 2023
Amazon is one of the biggest companies in the world, and the company requires a large amount of workforce for it to run smoothly.
The number of people employed by Amazon reached over 1.6 million in 2021, and the graph has been declining since then.
Amazon also hires seasonal or temporary workers whenever needed.
Here is a table showing the number of people employed by Amazon over the years:
| Year | Number of employees |
| 2023 | 1.50 million |
| 2022 | 1.54 million |
| 2021 | 1.60 million |
| 2020 | 1.29 million |
| 2019 | 798,000 |
Source: Statista
19. Amazon Operates In Over 100 Countries And Has 20 Marketplaces Worldwide
By deploying its services in multiple countries, Amazon has strengthened its hold on the global ecommerce market.
Amazon has specially curated marketplaces in 20 countries, including India, Australia, Japan, Singapore, and the Middle East.
Source: Amazon
20. Amazon ships about 1.6 million packages each day
With millions of active customers and orders daily, Amazon needs to run constantly.
While it’s not possible to know exactly how many orders are placed every day, many reports have claimed that at the rate of processing 20 orders per second, Amazon ships nearly 1.6 million packages per day.
Source: AMZ Scout
21. Amazon Has Over 600 Offline Retail Stores
Apart from a mighty online presence, Amazon is also working towards having an impact on the offline market.
The offline stores are Whole Foods stores, convenience stores, bookstores, and general merchandise stores.
Amazon also owns 400 of its own private-label brands.
Source: Practical ecommerce, AMZ Scout
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