(This post was last published on January 24, 2018. It has been updated for accuracy and completeness.)
Amazon.com is by far the most popular online retail site in the U.S. They continue to amaze us with the sheer volume of products sold and shipped as a marketplace. We complied Amazon’s latest statistics in one place so you can see how they continue to dominate.
The Most Interesting Amazon Statistics This Year [Infographic]
If you want to skip straight to the infographic, click here.
Otherwise, look at these interesting statistics about Amazon. Amazon tends to keep their numbers to themselves so it can be tricky to find the right ones.
Who Shops on Amazon
Amazon averages more than 200 million unique visitors per month. Whether you’re a customer or seller, Amazon is the marketplace of choice.
- In 2018, Amazon was set to make up 49.1% of all online retail spend in the U.S., and 5% of all retail sales. [1]
- In December 2018, 20.6 million users visited Amazon’s website per month. [2]
Amazon Prime Statistics
Amazon Prime debuted over 13 years ago. Since then, Amazon tends to keep others guessing on how well their flagship membership program performs, but here’s what we know.
- The tech giant has 101 million U.S.-based Amazon Prime subscribers, researcher Consumer Intelligence Research Partners (CIRP) estimates. [3]
- Amazon Prime members average $1,400 in spending, which is more than double the $600 non-prime members spend. [3]
Amazon Prime Day Statistics
- In 2019, estimated sales hit $7.6 billion globally over a 48-hour period – up 71% from 2018. [4]
- In 2019, sales of products from marketplace sellers crossed $2 billion, which still only accounted for about a third of Prime Day Sales. [4]
- According to Adobe Analytics, retail rivals to Amazon with annual sales of $1 billion or more posted a 72% increase in sales on the second day of Prime Day, compared to an average Tuesday, and 25% for niche retailers (under 5 million in annual revenue). [5]
- Top products sold during Prime Data were toys (1 million), headphones (1 million), and household cleaning supplies (650,000). [6]
Amazon Third-Party Sellers and Fulfillment by Amazon Statistics
See how important third-party sellers are to the overall success of Amazon.
- In 2018, Amazon generated $42.75 billion in third-party seller service revenues, up from $31.88 billion the previous year. [7]
- In 2018, nearly three-quarters of Amazon seller businesses had between just one and five employees. [7]
- In Q4-2019, 53% of paid units were sold by third-party sellers on Amazon. [7]
- According to a 2018 survey of Amazon sellers, almost half of all U.S. businesses generated 81 to 100 percent of their revenue from Amazon sales. [8]
- Amazon has 8,102,099 total sellers worldwide, of which 2,827,344 are active sellers. The rest no longer have products listed for sale. [9]
- Less than 10% of currently active sellers were able to achieve $100,000 in yearly sales, and only 1% achieve $1 million in sales. [9]
How Consumers Feel about Amazon
See how often shoppers turn to Amazon and why they prefer to shop there.
- Nearly half (46.7%) of U.S. internet users started product searches on Amazon compared with 34.6% who went to Google first, according to a May 2018 Adeptmind survey. [10]
- The most important factors driving U.S. buyer decisions on Amazon are price (82%), low shipping costs (70%), positive product reviews (57%), and flexible return policy (49%). [11]
- According to a Convey survey of 2,000 consumers, 47% do at least a quarter of their shopping on Amazon, and 23% buy more than half of all their goods on the site. [12]
While Amazon has set the standard for the online buying experience, not all consumers buy into Amazon’s impact as a whole.
- One and four have negative feelings when it comes to Amazon’s impact on retail and the environment. [12]
Amazon Statistics: Need to Know Numbers about Amazon by Jillian Hufford
Share any other interesting statistics in the comments below! We love learning more about Amazon.
Check out these other helpful posts about Amazon:
- Are Fulfillment by Amazon’s (FBA) Fees Worth the Cost?
- A Comparison of Amazon vs eBay Selling [Infographic]
- Amazon FBA Alternatives
- Top 5 Mistakes to Avoid When Selling on Amazon
- How Amazon Sellers Can Win the Buy Box
Sources & Citation Info
To be clear, none of the statistics in this blog post are based on nChannel research. We compiled these statistics from different sources around the web. We wanted to give you one, convenient place to find data about Amazon.
We encourage you to link to this post, but for any formal or academic purposes, we ask that you cite the original source of the data.
The links below are where nChannel found the statistics. We encourage you to follow through to these sites for many more statistics about Amazon.
[1] Amazon’s share of the US e-commerce market is now 49%, or 5% of all retail spend, Tech Crunch
[2] Most popular retail websites in the United States as of December 2018, Statista
[3] Amazon Prime Has More Than 100 Million U.S. Subscribers, Fortune
[4] Amazon Prime Day 2019 sales cross $7 billion, DigitalCommerce360
[5] A Recap of Amazon Prime Day Results, TotalRetail
[6] Amazon and rivals report record Prime Day results, RetailWire
[7] Percentage of paid units sold by third-party sellers on Amazon platform as of 4th quarter 2019, Statista
[8] Amazon revenue share of Amazon sellers 2018, Statista
[9] Number of Sellers on Amazon Marketplace, Marketplace Pulse
[10] More Product Searches Start on Amazon, eMarketer
[11] U.S. Amazon Usage Reason, Statista
[12] We love Amazon, but we hate Amazon, Retail Customer Experience
