Amazon Statistics 2024: Prime Members, Sellers & Customer Insights
From its humble beginnings as an online bookstore to its current status as the biggest online retailer in the world, Amazon has reshaped the way people shop and conduct business.
Dig depper into the staggering numbers that underscore Amazon's dominance in eCommerce. From the massive volume of sales to the thriving ecosystem of medium-sized businesses it supports, these statistics reveal Amazon’s unparalleled scale and impact.
Whether you’re a seller seeking insights to better convert, a marketer aiming to leverage Amazon's reach, or simply a customer curious about the forces driving your online purchases, this stat post offers valuable insights for all.
Amazon Statisics 2024 (Editors Picks)
- There are over 200 million Amazon Prime members.
- 1.9 million sellers actively sell using the platform.
- 310 million shoppers purchase from Amazon.
- Small and medium US businesses sell more than 7,800 items a minute,
- Amazon sells over 12 million products.
- Amazon ships 1.6 million packages every day.
- Amazon customers prefer to checkout using Desktops and research using smartphones.
Amazon Prime Member Statistics
Amazon Prime was launched 19 years ago offering free two-day shipping on over 1 million products. Although the service took off slowly in the initial years, the consistent improvement and addition of perks to subscribers have made it one of the most suucceful subscription service today.
There are 200 million Amazon Prime members globally
As per Amazon's shareholder letter, There are 200 million prime members across the globe. Majority of which are from the United States (168.3 million).
This data is from 2020, Amazon stopped reporting the number of Prime users after that year. There are estimates that the number of Amazon Prime members might be around 230 million in 2024.
Sources: Amazon, Business Of Apps.
There are 168 million Amazon Prime members in the United states
That is equivalent to 50% of the country's population. United States was the first country to get access to Amazon Prime service in 2005.
Having just 40 million members in 2014, the count has been estimated to be grown to 168 million in 2022.
Data firm Statista estimates that there might be 180 million prime subscribers in the United States as of 2024.
Sources: CIRP Amazon Report, Statista.
Amazon Prime members spend $800 more than non-Prime members
An average Prime member spend around $1,400 on Amazon every year while a non-Prime members spend $600.
That is 133% more spending on Prime eligible products! If you are a seller and reading this stat, you now understand the importance of achieving Prime-eligible status.
Source: Statista.
Amazon Prime Days Statistics
Prime Day is Amazon's yearly sale exclusive for prime members which has been taking place in July of every year since 2015. The sale get's bigger every year and is famous for breaking it's own record for the number of sales and engagements.
Amazon Prime Days 2023 was the biggest sales day in Amazon's history
Prime members shopped 375 million items worth $12.7 billion worldwide during the two day sale. The total ecommerce sales in the US grew 6.1% during the same period.
The volume of sales has grown by astounding 1200% since the first prime day.
Prime Day 2023 was also the biggest Prime Day event ever for independent sellers, whose sales growth in Amazon's store outpaced Amazon’s retail business
Source: Amazon.
Amazon Merchants experience a 10x increase in daily buy during the Prime Day sales.
Merchants who participated in Prime Day had 10 times more Buy with Prime orders daily and their revenue from these orders increased eightfold compared to the month before Prime Day was announced.
Source: Amazon
Prime Days bring in huge sales for SMBs
Prime Day 2023 was the largest ever for independent sellers. SMBs on Amazon received 20 orders every second during the 2023 Prime Day event.
Additionally, over 90,000 SMB sellers received orders from Prime members across 19,000+ zip codes.
Over 15,000 SMBs saw their best-ever sales during Prime Day 2023.
Source: Amazon.
| Get detailed insights into Amazon Prime Days Here |
Amazon Customer Statistics
Know the customer behaviour trends and other interesting insights in this section.
Amazon serves over 310 million customers globally
Most of Amazon's userbase belong to the United States. It is important to note that Amazon does not reveal any concrete figures of it's customers and these are just estimates.
However, these estimates are from 2016, In 2024, this number can be as high as 500 million.
Source: Statista
Amazon shoppers's checkout behaviour
Despite the growing mobile-first trend, Amazon shoppers still favor desktops over mobile for purchases, with 67% preferring desktops and only 24% opting for mobile devices.
shoppers tend to browse on mobile but buy on desktops. This underscores the ongoing importance of mobile in Amazon’s buyer journey. Investments in AR and faster purchase options signal a future focused on enhancing online shopping convenience.
Sources: CPCStrategy, Amazon Pay.
Better reviews lead to better conversions on Amazon
For every increase in star rating by 1, there is about a 4-5% increase in conversion rate. Conversion rate goes up by 12% with an Amazon star rating increase from 3 to 5.
The importance of reviews is further highlighted by the fact that 64% of Amazon shoppers said they got influenced by products with best ratings and reviews.
Source: Pattern, Jungle Scout
35% of Amazon shoppers purchase something at least once a week
A Jungle Scout report from Q1 2024 35% of Amazon shoppers purchase something at least once a week, and as many as 10% say they do so every day.
The report also revealed that 68% of shoppers shop on Amazon every month while 10% do not shop at all.
Factors that influence purchase decisions on Amazon in 2024
The price point has the greatest influence on which products consumers are choosing to buy as 64% of shoppers said they strongly agree with the fact that they look for the product with the least price while shopping on Amazon
58% of shoppers said they look for product with prime or fastest shipping!
Source: Jungle Scout
Amazon Seller Statistics
With 1.9 million active sellers, Amazon has some pretty serious competition. Additionally over 3,000 new sellers join the Amazon market place each day making it competitive with every passing day. However, Majority of them fail to take data backed decisions. Don't go with the flow, learn from these insights and stand out from the crowd.
There are 1.9 million active sellers on Amazon
Although the total number of registered Amazon sellers is 9.7 million, 80% of them are inactive.
Around 3,000 sellers join the platform every day.
Data firm Statista reveals that 61% of the active amazon sellers are third party. That means there are 1.15 million third party sellers on Amazon.
Sources: Gitnux, Jungle Scout.
40% of Amazon sellers make $1,000 to $25,000 every month
That translates to $12,000 to $300,000 in annual sales.
Amazon can bring in more money than the average side hustle for solo sellers and small businesses. Stats reveal that 19% of SMB sellers surpass $10,000 in average monthly sales on the platform.
It’s also a profitable channel for enterprise brands and retailers, with 78% generating over $50,000 in average monthly sales.
Well, only 1% of sellers are able to make a million dollars on Amazon in a month!
Source: Jungle Scout
60% of Amazon sellers also sell their products on other platforms
More sellers are embracing omnichannel commerce. 60% of Amazon sellers were selling their products on at least one other platform besides Amazon (Majorly Ebay).
The introduction of TikTok Shop last year has made people more excited about selling stuff on social media, 20% Amazon sellers and SMBs plan to expand to TikTok Shopping in 2024.
A notable 36% of sellers also plan to set up their own online store using Shopify and sell besides Amazon.
Source: Jungle Scout.
Private label is the most common sales model for sellers on Amazon
54% of sellers on the platform follow the Private label model which means rebranding a product that is already being manufactured on their own brand or label.
19% of Amazon sellers are dropshippers. 50% of dropshippers on Amazon spend less than $2,500 to start selling on the platform, with 17% spending $500 or less.
39% of dropshippers earn $5,000 or less dropshipping products on Amazon with 48% seeing profit margins between 11-25%
Here is a table showing the profitability range and sales range of different business models on Amazon:
| Amazon Business Model | Average Profitability Range | Average Monthly Sales | Average Time to Profitability | Average Startup Cost |
| Private Label | $5,000 or more | $5,000 | Within 6 months | $2,500 or more |
| Retail Arbitrage | Less than $5,000 | Less than $5,000 | Up to 6 months | Less than $1,000 |
| Online Arbitrage | Less than $5,000 | Less than $5,000 | Within 6 weeks | Less than $2,500 |
| Wholesaling | $5,000 or more | $5,000 | Within 6 weeks | Less than $2,500 |
| Dropshipping | Less than $5,000 | $5,000 or less | Longer than 6 weeks | Less than $2,500 |
| Handmade | Less than $5,000 | Less than $5,000 | 3 months to 1 year | Less than $2,500 |
Source: Jungle Scout
Getting reviews is one of the most common problem faced by Amazon sellers
A mere 1-2% of satisfied customers leave reviews, sellers (especially new ones) find it difficult to build trust with potential customers who rely heavily on reviews for buying decisions. Amazon’s restrictions on incentivized reviews further complicate matters, eliminating a potential tactic for boosting review volume and forcing sellers to rely on slow organic acquisition strategies.
82% of adults actively seek them out before making a purchase online, a single star increase in rating can lead to a 26% sales jump, and listings with reviews convert 3.5x higher.
Sources: eComEngine, Search Engine Journal.
Amazon SMBs Statistics
This section highlights some interesting insights about the 2 million small business that sell on Amazon globally.
There are 2 million Small sizes businesses on Amazon
And they are responsible for 60% of Amazon's total sales. By leveraging Amazon’s reach and services, SMBs can compete on a wider scale and reach new markets.
Although the competition is cut throat, the customer pool is a massive 300 million strong. With sales reaching sky high during prime days.
Source: Amazon
Small and medium US businesses sell more than 7,800 items a minute
Independent sellers on Amazon sell more than 4.1 billion products in a year, which averages at 7,800 products every minute.
These sales are responsible for over $230,000 in sales in Amazon's store.
The number of sales for SMBs peak during the Amazon Prime days and are quite high during the Prime Big Deal Days.
Source: Amazon.
Health and personla care is the #1 selling category for SMBs
Beauty and Home related products sell the second and third most on the eCommerce platform. Groceries and Apparels round up to the top 5!
Source: Amazon.
Additional Tip: Amazon Seller University has thousands of hours of free educational content for sellers at all stages of their journey
Amazon SMBs in the United States at a glance
- California is the state with the most independent sellers while Alaska is the fastest growing
- Amazon independent sellers created 1.5 million U.S.-based jobs directly tied to operating their businesses in 2k22.
- Wyoming has the largest growth percentage of independent sellers.
Read the complete report here.
Amazon FBA Statistics
'Fulfillment by Amazon' let sellers outsource storage, picking, packing, shipping, and even customer service for their products to Amazon’s vast fulfillment network. This strategic move Freed sellers from the burden of logistics and allowed them to focus on product sourcing, marketing, and brand building eventually increasing customer satisfaction.
82% of Amazon Sellers use FBA to sell as of 2024
FBA usage decreased over the last year by 3%.
On average, sellers see a 2025% increase in sales after adopting FBA.
There is one more method to sell on Amazon known as "FBM – Fulfillne By Merchant. 34% of sellers on the platform choose to go with this method. However, the usage of FBM decreased by 9% YoY.
Sources: Jungle Scout, Amazon.
Sellers save 30% in shipping costs by using FBA
Shipping with FBA costs 30% less per unit than standard shipping options offered by major US carriers and 70% less per unit than premium options comparable to FBA.
Source: Amazon
Amazon Financial Statistics
This section sheds a light on where Amazon as a whole stands in terms of Financials.
Amazon registered a revenue of $574.8 billion in 2023
Which is a 12% increase since 2022 with North America being the highest contributor with $352.8 billion. In other regions of the world, the ecommerce giant was able to generate $131.2 billion.
AWS further helped Amazon earn $90.8 billion.
Here is a table showing Amazon's increasing revenue over the years:
| Year | Amazon's Revenue |
| 2023 | 574.78 billion |
| 2022 | 513.98 billion |
| 2021 | 469.82 billion |
| 2020 | 386.06 billion |
| 2019 | 280.52 billion |
| 2018 | 232.89 billion |
| 2017 | 177.87 billion |
| 2016 | 135.99 billion |
| 2015 | 107.01 billion |
| 2014 | 88.99 billion |
| 2013 | 74.45 billion |
| 2012 | 61.09 billion |
| 2011 | 48.08 billion |
| 2010 | 34.2 billion |
| 2009 | 24.51 billion |
| 2008 | 19.17 billion |
| 2007 | 14.84 billion |
| 2006 | 10.71 billion |
| 2005 | 8.49 billion |
| 2004 | 6.92 billion |
Amazon had a net income of $30.425 billion in 2023
That's a good bounce back after recording a net income of -2.72 billion in 2022. Amazon has recorded net income in negatives only thrice since 2004.
Amazon's operating expenses in 2022 was one of the biggest cause for its increase in technology and content and SGandA expenses.
Another huge contributor to its net loss was its investment in Rivian, which suffered a loss of $12.7 billion.
Cost cuts and an outstanding holiday season of 9% fourth-quarter increase in online sales, turned a Amazon's $2.7 billion loss in 2022 to a $30.4 billion profit in 2023.
Sources: Amazon Investor Letters, Seeking Alpha, Publishers Weekly.
Amazon Market Share
Amazon is the biggest retailer in the United States and globally too! While owning over 35% of market share in the US, Amazon also has the highest net sales in worldwide.
If that wasn't enough, it also tops the chart as the most visited Ecommerce platform globally!
Amazon owns 37.6% of the United States retail market
This makes it the biggest retailer in the country by an huge margin, Walmart, which is on the second spot holds a market share of 6.4%.
This huge gap between the market share is pretty much self explanatory that Amazon will be on the top for times to come.
Source: Statista.
Amazon is the fourth fastest growing eCommerce company in the US
Amazon maybe the biggest retailer but it lose a few spots when it comes to the growth rate. Carvana leads the way with a growth rate of 14.5% in 2024.
Chewy, the pet food retailer sits on the second spot with 11% growth rate while Walmart ends up on the third spot with 10.9% growth rate.
Finally we have Amazon with a growth rate of 9.9%. The eCommerce giant is eyeing a 11.7% growth rate in 2024.
Source: eMarketer.
Amazon's Market Cap makes it the 6th most valuable company
Amazon's market cap is just below it's all time high stage sitting at $1.86 trillion. This makes Amazon the 6th most valuable company in the world.
Amazon's market cap peaked in July 2021 reaching $1.88 trillion.
Source: Companies Market Cap.
General Amazon Statistics and Facts
Here are some interesting facts about amazon that truly justify the grand status of Amazon.
Amazon sells more than 12 million products
Amazon has a gigantic collection of more than 12 million items. And if you count the things sold by Amazon Marketplace sellers, it’s even crazier over 350 million products in total!
Source: BigCommerce
Amazon recorded $18,242 worth of sales every minute in 2023
That means Amazon sold approximately $1.574 billion worth of products every day, $1.093 million in sales per minute, and around $47.90 billion in sales every month.
Note: these calculations were made by dividing Amazon's net sales in 2023 by number of days, minutes, and seconds in a year.
Amazon ships 1.6 million packages per day
That's over 66,000 packages per hour, and over 1,000 per minute.
Source: Mobiloud
Amazon.com gets over 4 billion visits every month
These billions of visitors spend an average of 13 minutes on the platform and visit 5 pages per visit.
Source: Semrush
1.52 million people work at Amazon
Amazon's headcount peaked in 2021 when the company employed 1,608,000 full- and part-time employees.
Amazon also laid off many employees after 2021. The recent laid off being in it's Prime Video and MGM studio section.
Amazon will start selling Cars in USA starting from 2024
Amazon entered a strategic partnership with Hyundai to bring innovative new experiences to customers in 2024. Amazon will launch online vehicle sales in the U.S., starting with Hyundai. Further in 2025, customers who purchase Hyundai's nextgeneration vehicles will have access in their vehicles to the same hands-free Alexa experience that they have at home
Amazon's Timeline Infographic (1994-2023)
Source: Jungle Scout
