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The Ultimate List of Amazon Statistics [2023]

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If you’re an eCommerce Amazon seller just starting, it’s easy to feel like a small fish. But would you be surprised to know that small businesses in the US sold over 3.4 billion products on Amazon? Or that 3,700 new Amazon sellers sign up every day? 

What can we learn from Amazon statistics like these? It’s simple: Amazon sellers have the potential to generate serious external traffic and insane amounts of cash. But they need a strong Amazon SEO strategy complete with optimization software and impeccable, AI-powered analysis. 

Let’s walk through our ultimate list of Amazon statistics to help you seamlessly guide your customer’s destination from Amazon to your brand!

Amazon Product Statistics

What do people purchase on Amazon, and how much do they spend? 

Do they feel more drawn to some categories than others? How do they go from viewing a product to adding it to their cart? 

Let’s review some Amazon product statistics!

  1. Amazon hit over $314 billion in sales in the US. 

This is a lot – especially when you compare it with the second-place country, Germany, at $37 billion. 

This makes one thing clear. No matter your eCommerce store’s niche, you’re missing out on a giant customer base if you don’t use Amazon to sell your products. 

If you’re after American customers, Amazon is a great opportunity. 


  1. 77% of customers read Amazon product reviews before buying. 

Positive reviews not only get you more sales, but they’ll also get you better rankings. The Amazon A10 algorithm ranks product offerings based on relevance, reviews, number of sales, and more. So if you want to boost your rankings, one way to do it is to increase your reviews. analyzes the emotional tone within reviews to determine what customers think about a product. These insights allow you to understand what customers want, so you can adjust your offerings. 


  • Personalized review requests
  • Social media campaign review invitations
  • Product inserts

Once the reviews start pouring in, you’ll attract more conversions. But your work doesn’t end there: we’ll conduct a review analysis to turn those experiences into valuable insights about customer sentiment! Then, you can use the data to improve your product listings with exactly what you know customers are looking for. 


  1. Electronic products are forecasted to hit over $164 billion this year.

Laptops, household appliances, desktop computers, LED binoculars — if you can plug it in or charge it, you can sell it through Amazon. 

Electronics are currently the highest-grossing category, so if you’re working with these products, that’s a good start. 


  1. Fashion & Apparel and Health & Beauty have the highest forecasted growth rates for 2022-2027.

With expected compound annual growth rates (CAGR) of 12.4% and 12.2%, respectively, the two product categories’ impressive growth crown Amazon as the country’s top fashion retailer (according to Forbes). 

For example, Rihanna’s Savage X Fenty Beauty line is worth over $270 million. 


Amazon Seller Statistics

Curious about your competitors, or Amazon sellers in general? We’ll shed some light on what they make and sell with these Amazon seller statistics. 

  1. 32% of Amazon sellers sell products in the Home and Kitchen category.

After COVID-19, more people cooked at home. Experts predicted that the trend to stay home would continue, sparking more demand for home and kitchen products. 

The demand explains why so many Amazon sellers expanded to sell products in this category. Beauty and Care followed closely at 23%. 


  1. Most new Amazon sellers that joined in 2020 were from the United States and India. 

About 13% of new Amazon sellers were American, while a close-following 12% were from India. Experts attribute the influx of new sellers that year to the COVID-19 pandemic.


  1. Over 50% of SMB Amazon sellers surpassed $500,000 in revenue in 2018. 

If you aren’t currently selling on Amazon but you’re thinking of starting a business, this statistic is very encouraging. Over half of the items sold on Amazon worldwide are from small-to-medium-sized businesses. The potential exists for SMBs to thrive. 


  1.  About 3,700 new Amazon sellers sign up every day. 

That’s a lot of competition. To cut through the noise, you’ll want to do everything you can to stand out. It starts with using Amazon SEO best practices. By optimizing keywords, descriptions, photos, and offering a stellar customer experience, you’ll improve your Amazon listing quality and boost rankings, traffic, and sales.


  1. Between 2019 and 2020, Amazon invested over $30 billion to support the growth of its sellers.

Amazon’s success depends on the success of its sellers, so it’s constantly improving its services to sellers, including its data centers, delivery network, and AI capabilities.


FBA Statistics

Amazon has a program that supports Amazon sellers with packaging, shipping, and customer service. FBA (Fulfillment By Amazon) helps millions of sellers save shipping costs and streamline their operations. 

  1. Half of Amazon’s US partners use Amazon FBA

It’s no wonder small American businesses sold 3.4 billion products on Amazon. They likely outsourced the packaging, mailing, scheduling, and shipments to the trillion-dollar enterprise through Amazon FBA. 

Amazon FBA means “fulfillment by Amazon.” In other words, you send your stock to an Amazon warehouse where they store, pack and ship your items once they sell. It couldn’t be any easier to get into the game.


  1. Amazon sellers experience 20-25% more sales with FBA (Fulfillment by Amazon).

Amazon’s FBA is effective for a few reasons. First, you benefit from the main reason customers love Amazon—free and efficient shipping. 

Second, you free up some time for other business initiatives. No more spending precious manpower on packaging, mailing, and scheduling shipments. Amazon even takes care of customer service. 


Other Amazon Statistics

A few more for the road!

  1. Amazon prime subscribers are predicted to reach 76.6 million. 

Free shipping for $9.99/month? Yes, please, say 76 million people. And who can blame them? Amazon makes products extra attractive with reasonable shipping costs. 

In fact, 60% of Amazon shoppers and 70% of prime members shop on the platform for its free shipping. Plus, Amazon Prime members have access to other services like Prime Video and Amazon Music. 

What does this have to do with your business? It’s just an extra plus in using Amazon. Customers won’t be put off by your high shipping fees, and if you use Amazon’s FBA program? You won’t have to worry about shipping to them anyway!


  1. American SMBs sell 4,000 products through Amazon per minute. 

The online marketplace giant actually puts a few programs in place to support American business success on its platform. For example, Amazon hosts Selling Partner summits across the world, as well as Amazon Academy events and the Boost Conference. 

Additionally, the company has invested billions of dollars since 2011 in technical services and infrastructures to help SMBs expand their reach in different markets. 

They also attribute vast sales to their FBA program for small and medium businesses. 


  1. Amazon’s top searched-for product in 2022 was COVID-19 antigen tests. 

Branded antigen tests were very sought-after. iHealth reached 1.5m million visits and On/Go received 586,000 hits. 

Was necessity the only driving factor behind all the traffic? Of course, demand was a top factor. But iHealth and On/Go still invested time and money into their optimization strategies. 


Extra Interesting Facts About Amazon

We’ve covered a lot of ground with current Amazon statistics. But the marketplace giant is over 25 years old! Let’s review some history and take a look at the future to find more fun facts about Amazon. 

  • Amazon originated as a book-selling platform in 1995. 
  • Jeff Bezos played a minor alien character in Star Trek and Beyond. 
  • Over 7,000 dogs are present at Amazon’s Seattle headquarters. 
  • In 2021, between Black Friday and Christmas, an average of 11,500 products were sold per minute.
  • Amazon’s Industrial Innovation Fund will spend $1 billion to finance robotics and logistics companies to find new ways of improving delivery speed and warehouse operations.
  • Amazon is committed to sustainability. By 2024, the company aims to supply 80% of its energy from renewable sources, and to hit zero emissions by 2030.

Boost Your Amazon Listing with Sellesta

There are billions of dollars within America’s eCommerce businesses. The above stats demonstrate just how much Amazon can work for your business, expanding your market and driving more sales. 

Of course, you still need a solid advertising strategy and optimized product listings to make that coin. Sometimes, your marketing manager can’t handle it all on their own. 

Why not let our AI-powered software handle the heavy lifting? We’ll help you source top keywords, optimize listings, analyze competitors, and make the most out of Amazon’s giant audience. 

Ready to give it a shot? 

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