Corrected on 9 November 2026: unsourced estimates removed and fee figures checked against the 2026 schedule.
Amazon Seller Statistics 2026: 52 Data Points
Each figure links to the page that published it and says what it measures.
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Key Takeaway
Amazon's net sales reached $716.9B in 2025. Third-party sellers accounted for 61% of paid units in Q3 2026, near their record of 62%. Third-party seller services brought in $172.2B and advertising $68.6B, up 22%.
How to cite this page
Use the "Cite this" button on any stat for an APA-style citation with a direct URL fragment. General page citation:
Nova Analytics. (2026). Amazon Seller Statistics 2026. Retrieved from https://novadata.io/resources/amazon-seller-statisticsAmazon Marketplace Size & Growth
Amazon's sales, seller counts, the third-party share of units, and Prime.
Amazon net sales in 2025
Amazon reported full-year 2025 net sales of $716.9 billion.
third-party seller services revenue in 2025
Amazon reported $172.2 billion from third-party seller services in 2025, up 10%. This covers commissions and related fulfillment and shipping fees. Advertising is reported separately.
third-party seller services revenue in Q3 2026
Amazon reported $46.5 billion from third-party seller services in Q3 2026, against $42.5 billion in Q3 2025, up 9% by our calculation. Advertising is reported separately.
worldwide GMV of Amazon and its sellers in 2025
Marketplace Pulse estimates Amazon and its third-party sellers sold $830 billion of goods in 2025. Amazon does not publish GMV.
total Amazon seller accounts ever registered
A cumulative count that includes dormant and closed accounts. Amazon does not publish this number.
active Amazon sellers at the end of 2025
Marketplace Pulse estimates active sellers fell from 2.4 million in 2021 to 1.65 million at the end of 2025.
Prime members worldwide, last disclosed in 2021
Amazon said in its April 2021 shareholder letter that it had more than 200 million Prime members. It has not published a newer official count that we could find.
Amazon marketplaces listed for selling partners
Amazon's Selling Partner API documentation lists 23 marketplaces.
Amazon's net sales growth, 2020 to 2025
Net sales grew from $386.1 billion in 2020 to $716.9 billion in 2025, which is 13.2% a year. Our calculation from Amazon's reported figures.
Seller Demographics & Competition
How many sellers are active, how many join each year, where they are based and how concentrated sales are.
Marketplace Pulse figures are third-party estimates. Amazon does not publish these counts.
new sellers on Amazon.com in 2025
Marketplace Pulse counted about 165,000 sellers launching a first listing on Amazon.com in 2025, down 44% from 2024 and the lowest since tracking began in 2015.
active sellers on the US marketplace
Marketplace Pulse estimates about 500,000, counting sellers with at least one feedback in the past year.
of Amazon.com's top 10,000 sellers are American
Marketplace Pulse reported in July 2026 that American sellers fell from 53.7% to 40.5% of this group.
of Amazon.com's top 10,000 sellers are Chinese
Marketplace Pulse reported in July 2026 that Chinese sellers rose from 42.5% to 55.9% of this group.
US sellers' share of top 10,000 GMV
American sellers hold 65.3% of the GMV of this group, against 28.6% for Chinese sellers, per Marketplace Pulse.
of US marketplace sellers reach $100,000 a year
Marketplace Pulse reported in July 2025 that 43% of US marketplace sellers generate $100,000 or more a year, against 19% globally.
FBA Fees & Costs
What sellers pay Amazon: referral fees, FBA storage and placement fees, and recent increases.
US referral fee range across main categories
Amazon's pricing page lists 8% for Computers up to 45% for Amazon Device Accessories. Amazon publishes no average.
of seller revenue paid to Amazon in fees and ads, 2023 sample
Marketplace Pulse found in February 2023, from a sample of seller P&Ls, that referral fees of about 15%, FBA fees of 20% to 35% and up to 15% of advertising took more than 50% of revenue, up from 40% five years earlier.
average US FBA fee increase in 2026
Amazon said FBA fees would rise about $0.08 per unit sold on average in 2026, under 0.5% of an average item's price, with changes effective January 15, 2026.
US Professional selling plan, before selling fees
Amazon's pricing page lists the Professional plan at $39.99 a month plus referral and other selling fees.
fuel and logistics surcharge on FBA fees from April 2026
Amazon added 3.5% to US and Canada FBA fulfillment fees from 17 April 2026, about $0.17 per US unit.
Advertising & PPC
Amazon's advertising revenue and where advertisers put their Amazon budgets.
Amazon advertising revenue in 2025
Amazon reported $68.6 billion of advertising services net sales, up 22%.
Amazon advertising growth in 2025
Advertising services net sales grew 22%, from $56.2 billion to $68.6 billion.
Sponsored Products spend growth, Q1 2026
Spending by Tinuiti clients rose 21% year over year.
change in Sponsored Products CPC, Q4 2025 against Q4 2024
Clicks on Sponsored Products rose 23% year over year in Q4 2025 for Tinuiti clients while the average CPC fell 1%. In Q1 2026 the average CPC rose 2%.
Traffic & Conversion
How long shoppers stay on amazon.com and what Amazon says lifts conversion.
average visit on amazon.com, September 2026
Similarweb's estimate, which moves monthly.
conversion lift from Subscribe & Save, per Amazon
Amazon says products with a 10-15% Subscribe & Save discount can drive up to a 1.8x increase in sales conversion on average.
Returns & Refunds
US retail return rates across all retailers. These are not Amazon figures.
estimated US retail returns in 2025
NRF and Happy Returns estimated returns at 15.8% of sales, $849.9 billion, across all US retail. Not Amazon specific.
estimated US online return rate in 2025
Across all US online retail, not Amazon specific.
of US retail returns are fraudulent
Across all US retail, not Amazon specific.
Inventory & Fulfillment
How widely FBA is used, how fast Amazon delivers and the size of its workforce.
of the top 10,000 Amazon.com sellers used FBA in 2018
Marketplace Pulse measured FBA use among the top 10,000 sellers on each marketplace. On Amazon.com it rose from 58% to 69%. It is the latest measurement we found.
Amazon employees worldwide, Q3 2026
1,638,000 full-time and part-time employees across the whole company, excluding contractors and temporary staff.
items delivered same day or overnight to Prime members, Q3 2026
Amazon said more than 1.5 billion items arrived same day or overnight in the quarter.
Seller Revenue & Margins
What Amazon says independent sellers earn. Amazon publishes no average margin.
average annual sales of US independent sellers in 2025, per Amazon
Amazon's figure, a mean pulled up by large sellers.
independent sellers above $1M in sales in 2025, per Amazon
Amazon's figure for 2025. Marketplace Pulse estimated over 100,000 globally in July 2025 (marketplacepulse.com/articles/100000-million-dollar-amazon-sellers).
Prime Day & Seasonal Events
US online spending during Prime Day and Black Friday, across all retailers.
US online spending during Prime Day 2026
Adobe Analytics counted $26.4 billion of US online spending across retailers over the four days of Prime Day 2026, June 23 to 26.
US online spending on Black Friday 2025
Adobe Analytics counted a record $11.8 billion across all retailers.
Brand Building & Content
What Amazon says A+ Content and Vine deliver and cost, and how reviews weigh on purchases.
sales lift from Basic or Premium A+ Content, per Amazon
Amazon says Basic A+ Content can increase sales by up to 8%, and well-implemented Premium A+ by up to 20%.
US Amazon Vine enrollment cost per parent product
$0 for up to 2 units, $75 for 3 to 10, $200 for 11 to 30.
of consumers have made a purchase after reading reviews
BrightLocal's survey of local consumers, not Amazon shoppers.
higher purchase likelihood with five reviews than with none
Northwestern University's Spiegel Research Center measured this across online retailers, not on Amazon alone.
International & Cross-Border Selling
Amazon's net sales in its largest markets outside the US.
Amazon net sales in Japan, 2025
Net sales attributed to Japan, not marketplace GMV.
Amazon net sales in Germany and the UK, 2025
Net sales attributed to each country, not marketplace GMV.
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