Amazon Statistics: Key Numbers and Fun Facts

Amazon Statistics
by Bradley T.posted on 02.04.2024

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 the marketplace is for both customers and sellers, and how it continues to grow.

1. Amazon Web Traffic consistently receives over two billion visitors each month. In March of 2023, Amazon attracted 2.4 billion visitors (Similarweb, 2023).

How many people visit Amazon according to statistics

These numbers make the most visited e-commerce site in the world. Overall, it is the fourth most popular site in the United States, and the 13th ranked site worldwide.

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 publicly release detailed user figures. Furthermore, the number of people using Amazon is consistently increasing, solidifying its status as the most popular marketplace.

Amazon has over 310 million users according to statistics

In fact, about 80% of these users are from the US, accounting for more than 230 million customers. Of these Amazon customers, a significant number have an Amazon Prime membership (more on this in a bit).

3. Number of Amazon Sellers

Amazon, while not providing specific numbers, indicates that about one million new sellers join the marketplace annually. It currently hosts over 9 million sellers, with 5 million of these based in the US. However, pinpointing an exact total is challenging due to the continually changing number of active sellers.

4. Amazon FBA Sellers

By 2022, 64% of merchants had adopted the fulfilled-by-Amazon (FBA) model, while 22% opted for a hybrid approach, combining FBA with their own storage, shipping, and customer service processes (Statista, 2023).

Use Amazon FBA product research software to make it easy to launch your FBA business.


5. Number of Products on Amazon

Thousands of different products appear daily on the Amazon platform, so we can only know the approximate number of how many products are 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.

How many products does Amazon sell

The rest are sold by third-party sellers. This product count total does not include ebooks, media, and services.

6. Amazon Sales Statistics

With so many users and active subscribers, you may be wondering how many orders does Amazon get per day? 

While we do not know the exact number of orders the market receives, there are multiple reports indicating that Amazon ships close to 1.6 million packages each day. 

This means that the platform processes about 20 orders per second. Keep in mind, this doesn’t take into account multiple orders that are shipped together or items that are fulfilled by the merchant.

To check sales for a particular product or track price changes, use the smart tool AMZScout PRO Extension.


7. Third-Party Seller Statistics

The majority of sales on the Amazon marketplace come from third-party sellers. In Q4 of 2022, third parties accounted for 59% of all marketplace sales (Statista, 2023). This number is in a steady uptrend, having risen from 51% at the end of 2017.

How many third-party sellers are on Amazon

8. Amazon Prime

Many of Amazon’s customers are members of the Amazon Prime program. As a Prime user, you get a variety of benefits, including free two-day shipping for many items, and access to their streaming video service.

As of Q1 of 2023, there are over 200 million people enrolled in Amazon Prime. 163.5 million of these people are in the US (Statista, 2023). By the end of 2022, it is estimated that 67% of all US households had a Prime membership. Prime members make up 71% of all Amazon customers in the US.

Amazon has over 163 million prime users in 2022 in the US

9. Amazon’s E-commerce Market Share

Amazon dominates a massive share of the e-commerce market, particularly in the US. As of 2022, Amazon had 37.8% of the e-commerce market share in the US (Statista, 2023), while Walmart accounted for 6.3% of the market share.

Amazon's eCommerce market share

Amazon’s popularity isn’t limited to just people who buy products. Over 79% of consumers visit Amazon to begin their searches for products, regardless of where they intend to ultimately make their purchase.


10. Amazon’s Global Presence 

Amazon has a footprint around the world with 20 different international marketplaces. Many of these markets receive heavy traffic just like the US market. Four of the most visited e-commerce websites in the world are Amazon marketplaces.

Amazon's global presence

Moreover, Amazon operates in more than 100 countries, and sellers can sell their products in these countries directly, or ship products from other Amazon marketplaces.

11. Amazon Employees

Such a vast global presence has naturally resulted in a large workforce. As of 2022, Amazon has employed 1,541,000 employees (Statista, 2023).

12. Amazon Fulfillment Centers

With so many daily transactions, and a huge storage and delivery empire, a sufficient number of fulfillment centers are needed. In 2022, Amazon had a total of 1,137 distribution centers located across the United States. It is expected that Amazon will own 355 warehouses in the US by 2023.

13. 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, 2023).

In 2022, Amazon generated $514 billion in net revenue. With that number in mind, we can answer the following questions:

  • How much does Amazon make in a day? -  $1.4 billion in sales per day.

  • How much does Amazon make per second? - $16.3 million in sales per second.

How much does Amazon make a year or a day

Despite sky-high revenue figures, the company's income dropped significantly in the last year. In 2022, Amazon reported a net loss of $2.7 billion in net income.

14. How Do Sales Increase During Special Events? 

Shopping holidays such as Black Friday, Cyber Monday, and Amazon Prime Day are all huge sales drivers for Amazon merchants.

Among these special events, Black Friday has the biggest impact on sales. 42% of brands see the greatest increase in sales on this day (Feedvisor, 2022).

Prime Day is the second highest impactful sales event, as 17% of sellers see the greatest number of sales on this day. In 2022, this event brought in an unprecedented $12 billion in sales, with the majority of revenue originating from the United States (Statista, 2023).

15. Other Stats About Amazon and its Sellers

With the rise of Prime Video, you are probably aware of Amazon’s efforts to continue to grow beyond the traditional online marketplace. Amazon has over 600 retail locations. This includes a mix of Whole Foods stores, convenience stores, bookstores, and general merchandise stores. The company also owns 400 of its own private label brands.

There is also a diverse range of third-party brands on Amazon as well. This includes:

  • Digitally native brands: 42% of all brands

  • Private label: 44% of all brands

  • Retail brands: 75% of all brands

  • National or global brand: 60% of all brands

Products across verticals perform well on Amazon, but these are the categories most brands focus on:

  • Clothing, Shoes, & Jewelry: 41%

  • Electronics: 36%

  • Home & Kitchen: 30%

  • Cell Phones & Accessories: 29%

  • Beauty and Personal Care: 29%

  • Grocery & Gourmet Food: 28%

16. 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 surveyed thousands of customers who listed the following reasons as the most impactful:

  • Fast and free shipping: 80%

  • Wide selection of products: 69%

  • Desire to use Prime membership: 66%

  • Best prices on products: 49%

  • Easy returns: 44%

Reasons why people shop on Amazon

17. Fun Facts

Now that we’ve seen these significant Amazon stats, let’s look at some more interesting facts and frequently asked questions about Amazon and its products.

  • What is the largest item you can buy on Amazon?

It appears to be this massive set of athletic bleachers. This product is over 24 feet long and can seat 113 people!

  • Which item has generated the most sales?

This data is not openly available, but according to the AMZScout PRO Extension, this Ice and Water Refrigerator Filter generates more sales than any other, with over 166,000 orders per month.

Ice and Water Refrigerator Filter sales history

Here’s a snapshot of the sales history for Ice and Water Refrigerator Filter for 2023, using AMZScout. Given that a lot can change from year to year, you should always reference the most accurate and up-to-date information.

Unsurprisingly, Nitrile Gloves are also quickly gaining traction as the most popular product. Many of these items are now selling close to 150,000 units per month.

  • Which item is the most frequently searched?

According to the keyword research tool Ahrefs, Nintendo Switch is the most searched item, with over 1.3 million searches in the US each month.

Top searched items on Amazon


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. In fact, Amazon is on pace to surpass Walmart as the largest US retailer (physical or digital) as soon as next year. 

While there are still great opportunities for third-party sellers, the market’s growth is also increasing in competition. If you want an edge, you need strong tools 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.


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