30+ Amazon Statistics (Updated Up To Q1 2024)
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.
Amazon now has 310 million customers and around 2 million sellers on the platform.
This post sheds light on the state of the Amazon marketplace as of 2024 through facts and figures collected from Amazon official reports and some of the most reputed research firms.
Take a look at the most updated statistics on Amazon here.
Amazon Statistics 2024 (Top Picks)
- Amazon has 310 million active users globally in 2024.
- There are over 200 million Amazon Prime members globally with 173 million in the United States alone.
- 1.9 million sellers actively sell on Amazon.
- Small and medium-sized businesses sell more than 7,800 items on Amazon every minute.
- Over 353 million products are listed on Amazon.
- Amazon ships 1.6 million packages every day.
Number of Amazon Users
As of 2024, Amazon has 310 million active users globally and 80% of them belong to the United States. Over 2 billion users visit the Amazon marketplace every month but users are only considered active when they place an order during the preceding twelve-month period.
Here is a table showing the traffic to Amazon by different countries:
| Country | Traffic Share |
| United States | 80% |
| India | 1.87% |
| Canada | 1.30% |
| United Kingdom | 1.18% |
| Japan | 0.97% |
Source: Statista, Similarweb.
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 successful subscription services today.
The number of Amazon Prime members in 2024
As per Amazon's shareholder letter, There are 200 million Prime members worldwide, the majority of which are from the United States (168.3 million).
Amazon stopped reporting the number of Prime users after 2020. Some third-party research firms estimate that the number of Amazon Prime members might be around 230 million in 2024.
Here is a table showing the the number of Amazon Prime members over the years:
| Year | The Number Of Amazon Prime Users |
| 2016 | 46 million |
| 2017 | 66 million |
| 2018 | 100 million |
| 2019 | 120 million |
| 2020 | 150 million |
| 2021 | 200 million |
| 2022 | 213 million |
| 2023 | 230 million |
Sources: Amazon, Business Of Apps.
Amazon Prime Subscribers in the United States
The United States has over 173 million Amazon Prime members as of 2024. That is equivalent to 50% of the country's population and 86% of the total Amazon Prime members.
Amazon Prime members have grown 332.5% since 2014 and is one of the most successful subscription service in the world.
Here is a table showing the number of Amazon Prime subscribers in the United States:
| Year | Number of users |
| 2013 | 25 million |
| 2014 | 40 million |
| 2015 | 54 million |
| 2016 | 65 million |
| 2017 | 99.7 million |
| 2018 | 112.1 million |
| 2019 | 124 million |
| 2020 | 146.1 million |
| 2021 | 161.7 million |
| 2022 | 168.3 million |
| 2023 | 173 million |
| 2024 | 173 million |
Sources: CIRP Amazon Report, Statista.
Amazon Prime members spend $800 more than non-Prime members
An average Prime member spends around $1,400 on Amazon every year while 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 sales get bigger every year and is famous for breaking its own record for the number of sales and engagements.
Amazon Prime Day 2023 was the biggest sales event 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 an 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 buys 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 Day brings in huge sales for SMBs
Prime Day 2023 was the largest ever for independent sellers. SMBs on rel=”nofollow”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 Behavior Statistics
Know the customer behavior trends and other interesting insights in this section.
67% of Amazon shoppers prefer desktop for checkout
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 choose to buy as 64% of shoppers said they strongly agree with the fact that they look for the product with the lowest price while shopping on Amazon
58% of shoppers said they look for products with prime or fastest shipping when they shop on Amazon.
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 marketplace each day making it competitive with every passing day. However, the majority of them fail to make data-backed decisions. Don’t go with the flow, learn from these insights and stand out from the crowd.
There are 9.7 million Amazon sellers in 2024
The number of Amazon sellers is growing continuously as 3,000 new sellers join the platform every day. 61% of these Amazon sellers are third-party.
Out of 9.7 million registered Amazon sellers, only 1.9 million are actively selling on the platform.
Sources: Gitnux, Jungle Scout.
40% of Amazon sellers make $1,000 to $25,000 every month
4 out of 10 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 (mainly eBay).
The introduction of TikTok Shop last year has made people more excited about selling stuff on social media, 20% of 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.
Over 50% of Amazon sellers are white label sellers
54% of sellers on Amazon follow the Private label model while 25% are wholesalers.
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 problems faced by Amazon sellers
A mere 1-2% of satisfied customers leave reviews, and 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 cutthroat, 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 on Amazon every 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 stores.
The number of sales for SMBs peaks during the Amazon Prime days and is quite high during the Prime Big Deal Days.
Source: Amazon.
Health and personal 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
7.9 million Amazon sellers use FBA to sell. An average seller sees over 2000% 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 net sales revenue of $143.3 billion in Q1 2024
Amazon's net sales increased 13% to $143.3 billion in the first quarter of 2024, compared with $127.4 billion in the first quarter of 2023.
North America is the biggest contributor to Amazon's net sales, contributing $86.3 billion.
Amazon generated $31.9 billion from its international sales and $25 billion from AWS.
Here is a table showing Amazon’snet sales revenue over the years:
| Year | Amazon’s Net Sales Revenue |
| 2024 (Q1) | 143.3 billion |
| 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 has a net income of $10.4 billion in Q1 2024
Amazon reported it registered a net income of $10.4 billion in Q1 2024 which is equal to $0.98 per diluted share. That's an increase of 225% in net sales year over year.
Amazon's total Net income in 2023 was a whopping $30.42 billion. That’s a good bounce back after recording a net income of -2.72 billion USD in 2022. Amazon has recorded net income in the negatives only thrice since 2004.
Here is an infographic showing Amazon's net income over the years:
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 the market share in the US, Amazon also has the highest net sales 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 may be the biggest retailer but it loses 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 in the second spot with an 11% growth rate while Walmart ends up on the third spot with a 10.9% growth rate.
Finally, we have Amazon with a growth rate of 9.9%. The eCommerce giant is eyeing an 11.7% growth rate in 2024.
Source: eMarketer.
Amazon’s Market Cap makes it the 5th most valuable company
Amazon's market cap is at its all time high as of May 2024 sitting at $1.96 trillion making it the 5th most valuable company at the time of writing this post.
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 353 million products
Amazon along with its third party sellers has an inventory of 353 million products. Amazon alone has an inventory of 12 million products.
Source: BigCommerce
Amazon sell products worth $18,242 every minute
Amazon sold products worth over $18k every minute. That means Amazon sold approximately $1.574 billion worth of products every day, and around $47.90 billion every month.
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
Number of Amazon employees
Amazon has 1,521,000 full-time and part-time employees as of 2024. That's a 4% YOY increase in the company’s headcount.
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.
Sources: Amazon
Amazon will start selling Cars in the USA In 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 next generation 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
