Amazon Statistics: Key Numbers and Fun Facts
We don’t need to tell you that Amazon is popular. Odds are you’re already an Amazon customer, and you may even do a lot of your own shopping through this marketplace.
However, until you see a few key, detailed Amazon Statistics, you may not fully understand just how dominant this company actually is. In this post, we’ll discuss some interesting Amazon stats that illustrate how popular this marketplace is for both customers and sellers, and how it’s only continuing to grow.
At AMZScout, we’re dedicated to providing clear, reliable insights into Amazon’s marketplace—along with powerful tools to help sellers make informed decisions. Whether you’re already selling or just exploring how Amazon works, our data is sourced from credible, up-to-date information to give you an accurate view of trends, market activity, and evolving dynamics.
1. Amazon Web Traffic
Amazon is one of the most frequently-visited websites in the world, and the fourth most popular site in the United States. It continues to experience remarkable growth, gaining over one billion additional visitors in the past year alone. In May 2025, Amazon attracted an impressive 2.8 billion visitors (Semrush, 2025).
Notably, over 57% of this traffic came from mobile devices, underscoring the increasing trend of mobile usage among consumers.
2. Number of Amazon Users
Amazon is estimated to have over 310 million active users worldwide. However, it's difficult to determine the precise number of customers at any given time, as Amazon does not release detailed user figures to the public. Furthermore, the number of people using Amazon is increasing consistently, solidifying its status as the most popular marketplace.
In fact, approximately 82% of these users were based in the U.S., representing over 255 million customers (Semrush, 2025). Of these Amazon customers, a significant number have an Amazon Prime membership.
3. Amazon Customer Demographics
Amazon's customer base is diverse, spanning all ages and genders globally. As of May 2025, more than 51% of Amazon customers are male (Similarweb, 2025). In contrast, nearly 55% of Walmart's customers—Amazon’s main competitor—are female.
The largest age group on Amazon is 25–34. Notably, Gen Z usage is increasing: adoption has grown by 10% year-over-year, and this group now makes up 11% of Amazon Prime households (CIRP, 2025).
4. Number of Amazon Sellers
While Amazon does provide specific numbers, they do indicate that about one million new sellers join the marketplace annually. Currently, Amazon hosts over 9.7 million sellers, with nearly 2 million actively selling on the platform. By the end of 2024, approximately 1.35 million new sellers had joined. However, pinpointing an exact total is challenging, due to the continuously changing number of active sellers.
5. Amazon FBA Sellers
An increasing number of sellers are turning to Amazon’s streamlined logistics and fulfillment solutions, with FBA adoption reaching 82% in 2025. Notably, over 60% of Amazon sellers now run private label brands—a model chosen by more than half of FBA users.
This shift is driven by higher profit margins and greater scalability: Amazon private label sellers typically earn margins of 30–50%, compared to just 5–15% for dropshipping.
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6. Amazon Sellers & AI
AI is becoming part of our daily lives more and more, making everyday tasks and routines easier. Currently, 34% of Amazon sellers use AI to create product listings, and 14% use it for social media content (Statista, 2024).
If you're looking to simplify your business processes and operations, consider trying AI Listing Builder. It crafts compelling SEO-optimized titles, bullet points, and descriptions for your products within a few seconds, helping you attract more customers on Amazon.
7. Number of Products on Amazon
Thousands of different products appear daily on the platform, so we can only know the approximate number of products on Amazon. According to data gathered in AMZScout’s Product Database from Amazon, there are over 600 million products listed on the marketplace, and 12 million of these items are sold by Amazon itself.
The rest are sold by third-party sellers. This product count also does not include ebooks, media, and services.
8. Amazon Sales Statistics
With so many users and active subscribers, you may be wondering how many orders Amazon gets each day.
While Amazon doesn’t provide exact order numbers, in 2023 it sold over 4.5 billion items in the U.S. alone. This translates to an average of over 12 million items/day, 8,600 goods/minute and 143 products/second (Amazon, 2024). During Prime Day 2024, independent sellers sold over 200 million items on Amazon.
In 2024, Amazon customers indicated plans to increase their spending on the platform, suggesting expected sales growth for the year.
To check sales for a particular product or track price changes, use the smart tool AMZScout PRO AI Extension.
9. Amazon Sellers’ Income
In the U.S., over 30% make between $1,000 and $10,000 per month, while nearly half earn above $10,000—some exceeding $250,000 monthly. In 2023, the average annual revenue per seller reached $250,000 (Amazon, 2024).
On Amazon UK, new private label sellers typically earn between £3,000–£7,000 per month, while experienced sellers report monthly earnings ranging from £15,000 to £25,000.
10. Third-Party Seller Statistics
The majority of sales on the Amazon marketplace come from third-party sellers. In Q1 of 2024, these sellers accounted for 61% of all marketplace sales (Marketplace Pulse, 2024). Notably, in the USA, California leads with 77,000 third-party sellers, followed by Florida with 56,000 and Texas with 39,000 (Statista, 2024).
11. Amazon Prime
Many of Amazon’s customers are members of the Amazon Prime program. As a Prime user, you can enjoy a variety of benefits, including free two-day shipping for many items, and access to their streaming video service.
As of 2024, over 200 million people are enrolled in Amazon Prime. It is estimated that the number of U.S. Prime members will reach 180 million by the end of 2024 (Statista, 2024). Looking ahead, global Prime membership is expected to surpass 220 million in 2025, with over 185 million members in the U.S. alone.
12. Top Products and Categories
During the first half of 2024, the highest percentage of the most profitable sellers falls under the following categories:
According to AMZScout PRO AI (June 2025), here are some top-performing products from each category:
Beauty & Personal Care: Gel vegan eye patches – ~71,000 sales/month, generating over $1.5 million in revenue
Home & Kitchen: Blender with portable cup – 74,050 sales/month, $2,281,040 in revenue
Fashion & Accessories: Portable travel fan – 83,775 sales/month, $1,365,643 in revenue
The fastest-growing category is expected to be Fashion & Apparel, which is anticipated to grow by 12.4% by 2027.
13. Amazon’s E-commerce Market Share
Amazon holds a dominant share of the U.S. e-commerce market, accounting for 36% to 40% over the past two years. This share is expected to continue growing year over year.
Globally, Amazon trails behind only Alibaba in market presence. According to Statista forecasts, Amazon is expected to surpass Alibaba by 2027, with estimated annual online sales exceeding $1.2 trillion.
14. Amazon’s Global Presence
Amazon maintains a strong global presence and continues to expand, with the upcoming launch of its Ireland marketplace in 2025 expected to bring the total number of global stores to 22. The largest annual sales are generated by Amazon USA, reaching nearly $438 billion, followed by Germany with approximately $41 billion, and the UK with $37.9 billion (Statista, 2024).
Additionally, Amazon operates in more than 100 countries, and sellers can sell their products in these countries directly, or ship products from other Amazon marketplaces.
15. Influencers & Social Media Impact
Social media's influence is growing across numerous platforms, including Amazon. In 2024, over 55% of Amazon customers admitted that their purchases were influenced by social media influencers.
To capitalize on this trend, Amazon introduced live streaming where customers can engage with influencers in real-time discussions about featured products. Approximately one-fifth of Gen Z users watch these live streams actively.
Among social media platforms, TikTok stands out as exceptionally popular. Nearly half of Amazon Prime members use TikTok, and 72% of Gen Z begin their shopping journey there.
TikTok's influence is profound; products like the Stanley Cup have gone viral and become top sellers on Amazon (Amazon, 2024). According to the AMZScout PRO AI Extension, this product generated $6,327,000 in revenue in June 2025.
However, while TikTok boosts Amazon sales, it can also divert customers who may prefer to buy directly from brands' own pages rather than through Amazon.
16. Amazon Ads
Amazon ads are renowned for enhancing product visibility significantly and driving sales quickly. In 2023, Amazon reported generating $46.9 billion in revenue worldwide from advertising sales, marking a notable 24% increase from the previous year (Statista, 2024).
Nearly half of Amazon customers have acknowledged purchasing products through Amazon ads.
On average, the cost-per-click (CPC) is $0.98, with an average advertising cost of sales (ACoS) of 28.97%.
17. Amazon Employees
Amazon’s global scale has fueled major workforce growth, especially during the COVID-19 pandemic. After peaking at 1.62 million employees in early 2022, the company saw a slight decline. As of Q1 2025, Amazon employs approximately 1.56 million full- and part-time workers.
18. Amazon Logistics
In 2023, Amazon operated over 100 active fulfillment centers in the U.S. and more than 185 centers globally. The company continues to expand, adding 16 million square feet of new centers in the U.S. in 2024. As a result, more than half of Prime member orders now arrive on the same day.
19. Amazon Statistics: Revenue and Income
So with all of these visitors and sales, how much money does Amazon make? Let’s examine some key Amazon revenue and income statistics (Statista, 2025).
Amazon reported a net income of approximately $17 billion in the first quarter of 2025. With that number in mind, we can answer the following questions:
How much does Amazon make in a day? Amazon makes over $2 billion per day.
How much does Amazon make per hour? That’s approximately $80 million every hour.
How much does Amazon make per minute? Roughly $1.33 million per minute.
How much does Amazon make per second? More than $22,000 every second.
20. Special Sales Events
Shopping holidays such as Black Friday, Cyber Monday, and Amazon Prime Day are all huge sales drivers for Amazon merchants.
Prime Day also has a substantial influence. In 2025, summer Prime Day kicked off with $7.9 billion in sales on the first day—just a 9.9% increase from the previous year. However, sales surged over the following three days, bringing the total U.S. online revenue to $24.1 billion. Over the course of the event, more than 154,807 orders were placed and over 300,000 items were sold.
21. Why Do People Shop on Amazon?
With so much to offer, there are many reasons why people shop on Amazon so frequently. A Statista report (2024) surveyed thousands of customers who listed the following reasons as the most impactful:
Free shipping: 48%
Website convenience: 44%
Quick delivery: 36%
Notably, the percentage of customers who prioritize the best pricing has decreased considerably over the past four years, indicating a shift in shopping priorities.
22. Amazon Innovations and Programs
Beyond its core marketplace operations, Amazon is also renowned for its commitment to sustainability and its investments in cutting-edge technologies, like AI. Amazon offers several AI services designed to help streamline sellers' operations, and continues to expand. In 2024, to further advance safe and responsible AI innovation, Amazon is investing $25 million in a 10-year research collaboration (Amazon, 2024).
AI is already integral to Amazon's daily operations, with over 750,000 robots in its fulfillment centers. They increase efficiency by 75%, enabling Prime customers to receive their orders within one to two days.
In early 2024, Amazon introduced Rufus, an AI-powered shopping assistant designed to offer customers a more personalized shopping experience. Voice search also remains a significant trend, with 27% of the global online population using it on mobile devices. Despite a 17% drop since 2019, Amazon’s Alexa continues to lead as the most widely used voice assistant worldwide.
Amazon also prioritizes ecological sustainability. In 2023, all of Amazon's energy consumption was matched with renewable sources. Additionally, over 500 companies participate in Amazon's program to achieve zero carbon emissions by 2040 (Amazon, 2024).
23. Fun Facts
Now that we’ve seen these significant Amazon stats, let’s look at some additional interesting facts and frequently asked questions about Amazon and its products.
What is the largest item you can buy on Amazon?
The largest product available for sale on Amazon appears to be a mobile house measuring approximately 400 sq. ft. It features a bathroom, a kitchen, and a surprisingly spacious living area—offering a comfortable and convenient living solution. For added convenience, the home also includes an automatic gate system, ensuring secure and effortless entry.
What is the most expensive item you can buy on Amazon?
As of 2025, one of the most expensive items listed on Amazon is the only known baseball signed by Josh Gibson, priced at $1,603,652. Gibson, who died at just 35, was the second Negro League player ever inducted into the National Baseball Hall of Fame. Because of his early passing, signed memorabilia is extremely rare, making this baseball a truly one-of-a-kind collector’s item. Check out the other top 10 most expensive items on Amazon here.
Which item has generated the most sales?
While this data isn’t publicly available, the AMZScout PRO AI Extension estimates that this Wireless Charging Station for iPhone 16 series currently generates approximately 6,733 sales per month, resulting in nearly $780,000 in monthly revenue. Phone cases from this brand for other iPhone models are also in high demand, generating between 40,000 to 70,000 sales/month.
Which item is the most frequently-searched on Amazon?
According to the keyword research tool Ahrefs, the Nintendo Switch is the most highly-searched item, with over 1.3 million searches in the U.S. each month.
Conclusion
These facts about Amazon should put into perspective just how massive this online marketplace is. What’s even more interesting is that their momentum doesn’t seem to be slowing down anytime soon.
While there are still great opportunities for third-party sellers, the market’s growth is also increasing in competition. If you want to gain an edge, you need to utilize strong tools designed to help you find the most profitable opportunities. AMZScout provides just that. Check out our suite of Amazon tools to see how they can help your business grow.
