Surprising Amazon Statistics You Need to Know in 2023

Surprising Amazon Statistics You Need to Know in 2023

Amazon statistics

Amazon has come a long way since its launch as an online bookstore in 1995. Today, it’s one of the most valuable companies in the world, encompassing e-commerce, technology services, streaming services, and even AI. 

Irrespective of the associated controversies, Amazon is a disruptor in many fields and a company worth paying attention to, as its influence is traceable across many sectors. In this article, we rounded up some key Amazon statistics that marketers should be paying attention to. These statistics include audience and demographics data, revenue and market share data, seller data, and key Amazon trends. Let’s dive in.

Key Amazon Statistics For 2023

  1. Amazon has 310 million active users in 2023.
  2. Almost 60% of Amazon’s audience is male, and the most-represented age group is 25-34-year-olds
  3. As of 2023, Amazon is valued at over $1 trillion, making it one of the most valuable companies in the world.
  4. 62% of Amazon’s revenue comes from North America – of almost $514 billion in revenue, $315.88 billion came from the region in 2022.
  5. As of Q4 of 2022, there were 9.7 million sellers on Amazon, with 1.9 million active sellers and 2.2 million third-party sellers.
  6. 2022 saw the biggest Prime Day event in history, with over 300 million items purchased and 60,000 items being sold every minute in the US.
  7. In 2022, Amazon’s ad sales revenue reached$37.7 billion, over 21% more than in 2021.

Amazon User Statistics

There’s no way to estimate the precise number of Amazon users, as the company doesn’t release such figures. But let’s take a look at what we do know about Amazon user statistics.

Number of Active Amazon Users

No of amazon users

Source: AMZ scout

As of 2022, Amazon had over 300 million active users, and it has approximately 310 million in 2023. That’s over 90 million more people than the entire population of Brazil. 197 million of these users visit Amazon at least once a month.

In May 2023, the website had 2.3 billion active visitors – just a little less than the 2.4 billion who visited the site in March.

For the UK Amazon website, the relevant visitor numbers for May were 352.4 million. And the Canadian and Japanese Amazon websites had 171.3 million and 559 million visitors in May 2023, respectively.

Amazon Prime Membership

Amazon Prime users statistics

Source: Statista

Amazon Prime is a subscription-based Amazon program that offers a number of benefits to its users, including exclusive discounts, free shipping, and access to the Amazon Prime Video streaming service.

It’s so popular that when they raised their prices in 2022, only 14% of American users reported intending to cancel their membership.

As of 2023, there are over 200 million Amazon Prime users worldwide  almost two-thirds of all Amazon users.

In the US, the number of US Prime users reached almost 160 million in 2021 – roughly 65% of all Amazon users in the US. The figure is predicted to grow almost 10% by 2023, reaching 176.2 million users. In Canada, the share of Prime users is 55% of all Amazon users.

Demographic Breakdown of Amazon Users


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According to Similar Web, most traffic (over 82%) comes from the USA. And predictably, over 86% of website traffic comes from the UK.

In terms of gender, most of Amazon’s audience on these two sites is male (reaching as much as 60% in the UK), and the most-represented age group is 25-34-year-olds. 

The gender and age disparities are particularly acute for mobile Amazon shoppers in the UK, over 76% of whom are men and 52% are aged 25-34.

User Engagement & Frequency of Purchases

Amazon user engagement metrics are a must for understanding customer behavior and evaluating the platform’s success. Some of these metrics include:

  • Average number of purchases per user: High numbers suggest high engagement and customer loyalty and signify the effectiveness of Amazon’s offerings, UX, and marketing strategies.
  • Visit frequency: High frequency indicates that customers find value in Amazon’s services, trust the platform, and are more likely to return.
  • Average time spent on the platform: Longer average time suggests that customers actively explore the offerings, research products, and make purchase decisions.

Customer Reviews & Ratings


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Studies show that almost 9 out of 10 consumers read reviews before buying a product. Amazon shopping is no exception, as its reviews are used by 57% of consumers for research.

A big reason consumers turn to reviews is trust. Positive reviews and high ratings serve as social proof, instilling confidence in consumers and influencing their purchase choices – and easy Amazon review-checking tools are now assisting buyers to make informed decisions.

Reviews also offer a communication channel between buyers and sellers. They allow customers to share their experiences, provide feedback, and offer recommendations, which can help other shoppers make purchase decisions.

Amazon sellers can also use reviews to gather feedback, identify areas for improvement, and improve their offerings.

Amazon User Loyalty & Repeat Purchases

Amazon Prime retention rates statistics

Source: Statista

During Covid-19, Amazon’s revenue and profits skyrocketed, as you’ll see below. A big reason for this is customers’ loyalty to the platform. As many as 86-88% of Amazon consumers didn’t consider other retailers before making purchases in 2020-2021.

For Amazon Prime subscribers, loyalty levels are even higher. As you can see from the chart, 93% of Prime users renewed their subscriptions for one year and 98% for two years.

Research shows that the average Prime subscriber’s LTV (Life Time Value) is $2283, and the LTV of an Amazon user who isn’t a subscriber is $916. Compared to Netflix, for instance, where the average LTV is $291.25, Amazon’s LTV figures are very high.

Amazon Revenue & Market Share Statistics

Source: Statista

As one of the biggest companies in the world, Amazon boasts impressive revenue figures. As of 2023, the company is valued at over $1 trillion, making it one of the most valuable companies in the world.

Let’s take a closer look at Amazon’s revenue statistics.

Amazon Revenue Growth

Amazon net sales revenue statistics

Amazon’s sales revenue has been growing steadily since its inception every year, and in 2020, it experienced a growth of over $100 billion, jumping from $280.52 billion to $386.06 billion in the space of one year. In Q1 of 2023, Amazon made $127.4 billion – just $21.8 billion less than in the preceding quarter of Q4 2022.

In terms of annual net income, it was also growing up until 2022, when Amazon experienced a net loss of almost $3 billion after several years of net profits. However, these profits were $33.36 billion in 2021, with Q4 being the most profitable at $14.2 billion, thanks to the e-commerce giant’s popularity during the pandemic.

Amazon Revenue by Source net revenue statistics

Source: Statista

The lion’s share of Amazon’s revenue comes from the e-commerce segment, and that’s been the case for the last eight years.

Here’s a breakdown of Amazon revenue by source for 2020-2022:

Year E-commerce revenue, USD Physical stores revenue, USD Retail 3P services revenue, USD Subscriptions revenue, USD AWS revenue, USD Ad revenue, USD
2020 197.35 billion 16.23 billion 80.46 billion 25.21 billion 45.37 billion 15.5 billion
2021 222.08 billion 17.08 billion 103.37 billion 31.77 billion 62.2 billion 31.1 billion
2022 220 billion 18.96 billion 117.72 billion 35.22 billion 80.1 billion 37.7 billion

Amazon Market Share


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As an e-commerce retailer, Amazon has a very large piece of the market share pie. As of 2022, its US market share was 37.8% – by far the largest share held by a single online retailer. To compare, Walmart and eBay’s shares were 6.3% and 3.5%, respectively.

The company also has a significant market share in other sectors. Amazon Web Services, or AWS, is the most popular cloud infrastructure platform in the world. In 2022, it boasted a market share of 32%. Its nearest competitor, Microsoft Azure, is some way behind, with a 22% market share.

And Amazon’s Smart TV product is also on its way to dominating the market. Fire TV’s market share is tied with Roku at 36% as of 2021.

Speaking of TV – Amazon Prime Video is also charging ahead in the streaming video market. As of 2023, it’s overtaken Netflix, capturing 21% of the market compared to Netflix’s 20%. 

Amazon Regional Revenue Distribution


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Unsurprisingly, the lion’s share of Amazon’s revenue comes from North America – of almost $514 billion in revenue, $315.88 billion came from that region in 2022. That’s almost 62% of the company’s total revenue.

When it comes to the rest of the world, the retail giant’s performance varies. For example, the company’s performance in Germany actually worsened in 2022 compared to 2021 – the 2022 revenue was $33.6 billion compared to $37.33 billion in 2021.

Amazon Sellers Statistics

Amazon Marketplace presents a huge opportunity for businesses to find new customers and engage with them. With over 7,500 products sold on Amazon every minute, most businesses can find an audience on Amazon.

Let’s take a look at Amazon seller statistics.

The Number of Amazon Sellers

amazon sellers

Source: SellerApp

As of Q4 2022, there were 9.7 million sellers on Amazon, with 1.9 million active sellers and 2.2 million third-party sellers. Most of the sellers (63%) are SMEs, and 76% of the sellers are making a profit. 

In terms of demographics, over two-thirds of Amazon sellers are men, and 58% of all sellers on the platform are in the 25-44 age bracket. The most common age for an Amazon seller is 39.

Distribution of Sellers by Country

amazon sellers by country

Source: Jungle Scout

As you can see, the majority of Amazon sellers come from the US – no surprise, given the huge net sales revenue from North America. The UK and Canada come second and third, with 7% and 6% of sellers, respectively. 

The British and Canadian figures might seem small – but keep in mind that there are over 9.7 million Amazon sellers, so 7% of that accounts for almost 680,000 sellers.

Moreover, only one of the top eight Amazon sellers by feedback is from the US, and a British seller takes the lead in this regard. Here’s a more detailed overview of the top Amazon sellers by total feedback:

Country Seller’s name Total feedback
UK musicMagpie 6,753,620
Germany MEDIMOPS 6,300,372
UK World of Books Ltd 2,119,679
Germany Amazon Warehouse 1,994,030
Germany reBuy eCommerce 1,558,641
India Cloudtail India 1,286,940
France momax fr 1,182,333
USA Pharmapacks 957,756 

Top Categories for Sellers

Amazon SMB product categories statistics

Source: Statista


As you can see, the “home and kitchen” category was the top category for independent Amazon sellers in 2021. A study by Jungle Scout found that it remained the top category in 2022 and 2023, with 35% of retailers listing its products in 2023.

Here’s an overview of other product categories and their performance and popularity among Amazon SMB sellers in 2022-2023:

Product Category Sellers who listed it in 2022 Sellers who listed it in 2023
Beauty & Personal Care 23% 26%
Toys & Games 20% 18%
Apparel, Shoes & Jewelry 18% 20%
Health & Baby Care 17% 17%
Sports & Outdoors 16% 16%
Arts & Crafts 15% 14%
Books 15% 14%
Electronics 14% 16%
Pet Supplies 13% 13%
Grocery & Gourmet Food 10% 13%

Third-Party Sellers vs. Amazon Retail

3P vs 1P sellers

Source: Jungle Scout

Third-party (3P) Amazon sellers are vendors who work on the Amazon platform through Seller Central. The first-party (1P) relationship with Amazon involves Amazon buying the seller’s product and handling the sales operations directly.

According to a report by Sellerapp, 3P Amazon vendors sell about 7.4,000 products per minute.

The statistic is made all the more impressive by the findings of Jungle Scout, which confirm that 3P Amazon sellers make up 70% of all sellers, and their sales make up 58% of all Amazon sales.

Given the company’s total sales figures, it represents a huge opportunity for independent sellers – not least because SMEs account for 2 million of the 3P sellers.

Fulfillment Methods

Amazon third-party fulfillment methods statistics

Source: Statista

There are two methods of order fulfillment available to Amazon sellers:

  • Fulfillment by Amazon (FBA), where Amazon handles fulfillment and order delivery.
  • Fulfillment by Merchant (FBM), where the seller handles fulfillment directly or through a third-party delivery partner.

FBA’s efficiency and vast network make this method the most popular fulfillment method for Amazon sellers, with 64% of sellers relying on it and 22% of sellers combining it with FBM, by letting Amazon handle delivery but doing the customer service and storage themselves.

Seller Fees & Revenue

profitable sellers

Source: Sellerapp

Over 75% of Amazon sellers make a profit, and as many as 63% of them are profitable within their first year on the platform. Over 36% of Amazon sellers have an MRR of over $5,000, and 10% of sellers have an ARR of $100,000.

In 2022, 37% of SME sellers increased their profits, according to Jungle Scout. For Enterprise Amazon sellers, the figure is 49%. 

In terms of the costs of setting up a business via Amazon, most sellers (58%) spend less than $5,000 to get started, and 25% spend less than $1,000. The costs usually include the seller’s choice of plan, referral fees (8-15%), fulfillment costs, and other associated costs.

Lastly, we’ll take a look at key current and future Amazon trends, including Prime Day, Advertising, Voice Commerce, and Private Labeling. Let’s dive in.

Prime Day Sales

Amazon Prime Day product categories statistics

Source: Statista

2022 saw the biggest Prime Day event in history, with over 300 million items purchased and 60,000 items being sold every minute in the US. The most popular items among 18-34-year-olds were makeup/skincare and home products. Older audience segments preferred home products most.

Prime Day 2022 accounted for YoY growth of 8.1% compared to 2021, with total sales of $12 billion. The increase is slightly bigger than the previous year’s 7.7% but is much smaller than the 20% increase of 2020.

Amazon Advertising Revenue

Amazon worldwide advertising revenue statistics

Source: Statista

Advertising is another one of Amazon’s revenue streams, charging firms to advertise on its sites. It’s hardly the biggest one, but it’s not insignificant. In 2022, Amazon’s ad sales revenue reached $37.7 billion – over 21% more than in 2021. The figure is expected to reach $64.3 billion by 2026.

Amazon Advertising is popular among brands as it helps them grow brand awareness and reach new customers. On the 2022 Prime Day, ad spending was up 169% compared to the previous year.

The firm is also a major advertiser itself, as illustrated by partnerships such as its Amazon-and-Pinterest multiyear ads deal, which will allow it to target products to Pinterest’s 450 million monthly active users.

Voice Commerce & Alexa

Amazon Echo most shopped categories statistics

Source: Statista

The voice commerce phenomenon involves using voice recognition devices to buy goods online. In the US, voice commerce is most popular among millennials (49%) and Gen Z (44%).

Voice commerce shoppers use a virtual digital assistant (VDA) to search and shop online. The most popular VDA on the market today is Amazon Echo, powered by Alexa – a personal intelligence assistant. It’s dominating the market at 67% market share

Among Amazon Echo shoppers, the most popular shopping category is e-com retail, with 25% of owners using it to shop online in 2022. Food shopping followed closely behind at 16%.

Private Label Brands

amz business models

Source: Jungle Scout

The Private Label business model is the most popular business model on Amazon, according to Jungle Scout, with 54% of retailers using it. It owes its popularity to its ability to provide sought-after products and promote brands and products on the platform.

What’s Next for Amazon?

We’ve taken a look at the strong position of the retail giant in different markets, and we’re confident that, at least in the short and medium term, it’s going to retain its position. There have been setbacks and adjustments, such as Amazon shutting food delivery In India, but the line has consistently moved up and to the right.

Given Amazon’s constant innovation in technology, including AWS and its various seller tools, it’s not far-fetched to presume that innovations will keep driving the company’s growth and allow it to branch out into even more industries. For example, the retailer has joined the generative AI race with the Amazon Bedrock launch. Clearly, there’s much more to come.


Kate Sukhanova Statistics Writer

Kate Sukhanova Statistics Writer

Kate is an accomplished tech writer and SaaS (Software as a Service) founder, renowned for his expertise in the technology industry. She holds a Bachelor of Laws from the esteemed University of Exeter, where she honed his critical thinking and analytical skills.

Beyond her entrepreneurial endeavors, Kate is a true statistics geek. She revels in the world of data and derives insights that drive decision-making and business strategies. This penchant for numbers enhances her ability to craft data-driven articles, guiding readers through complex topics with clarity and reliability.

Kate's passion for knowledge and curiosity about emerging technologies drive her to learn and stay ahead of the curve continuously. She is deeply committed to sharing valuable information about innovations that have a tangible, positive impact on businesses and society.

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