Amazon closed its 2025 financial year at $716.9 billion in net sales, and it has since posted the strongest second quarter in company history.
Those two numbers explain most of what changed for sellers this year. The rest is detail.
Every figure below traces to an audited filing, an Amazon press release, or a named research firm. Where a widely circulated number failed that test, we cut it, and there is a section at the end listing what we dropped.
Financial figures cover full-year 2025 unless a specific quarter is named. All currency is US dollars.
| Metric | Figure | Period |
| Total net sales | $716.9 billion | Full year 2025 |
| Advertising services revenue | $69.6 billion | Full year 2025 |
| Quarterly net sales | $200.6 billion | Q2 2026 |
| Third-party share of paid units | 61% | Q2 2026 |
| Amazon share of US e-commerce | 39.7% | 2026 estimate |
| Amazon share of US retail media ad spend | Over 79% | 2026 estimate |
| Prime Day US online spend | $26.4 billion | 23 to 26 June 2026 |
Platform-wide sales revenue and growth
Amazon's revenue mix matters to sellers because it shows exactly where the company is putting its attention and its capital over the next year.
1. $716.9 billion in total net sales for 2025
Revenue grew 12% over 2024, when Amazon reported $638.0 billion. Growth is slowing but the base keeps compounding.
Source: Amazon Q4 and full-year 2025 results (SEC)
Liquidity at this scale rewards products that slot into demand that already exists. Inventing a category on Amazon is far harder than serving one.
2. $426.3 billion in North America segment sales
The domestic marketplace grew 10% and remains Amazon's largest revenue engine by far. It is also the most mature of the segments, which is why acquisition costs keep climbing while unit growth flattens out.
Source: Amazon Q4 and full-year 2025 results (SEC)
A 4x markup on landed cost is the floor for surviving here. Below 3x, ad spend eats the margin.
3. $161.9 billion in International segment sales
International grew 13%, outpacing North America by three points. Europe and Japan are doing the heavy lifting, and the gap has held for two years.
Source: Amazon Q4 and full-year 2025 results (SEC)
If US growth has stalled, cross-listing existing ASINs through Global Selling is much cheaper than launching new products. You reuse the catalogue, the reviews carry over partially, and the demand curve sits earlier.
4. $275.3 billion from online stores
Amazon's own retail sales grew 10%, which means first-party is not shrinking. You compete against Amazon as a vendor too.
Source: Amazon Q4 and full-year 2025 results (SEC)
Check whether Amazon Retail sells your category directly before you commit to a launch. When Amazon holds the buy box on a commodity item, a third-party seller rarely wins it back on price alone.
5. $128.7 billion in AWS revenue
Cloud grew 20% across the full year, then accelerated to 37% in the second quarter of 2026, its fastest growth rate in eighteen quarters.
Source: Amazon Q2 2026 results
That profit funds the shopping AI you now have to rank inside. AWS margins pay for Rufus.
6. $200.6 billion in second-quarter 2026 sales
Sales rose 20% year over year, making it the strongest second quarter Amazon has ever reported. It is not an all-time quarterly high, though, because the 2025 holiday quarter reached $213.4 billion.
Source: Amazon Q2 2026 results
Mid-year demand now behaves like a second peak season. Plan your inventory cover for June and July the same way you plan for November.
Amazon advertising revenue statistics
Advertising is the fastest-growing line in Amazon's retail business, and it is funded almost entirely by sellers.
7. $69.6 billion in advertising services revenue
Ad revenue grew 23% in 2025, which is nearly double the rate of total company sales. Sellers and brands paid for almost all of it.
Source: Amazon Q4 and full-year 2025 results (SEC)
Treat 10% to 15% of target gross revenue as the standing cost of holding page one. Anything under 8% usually means you are losing placement to a competitor who budgeted properly. Our Amazon PPC Ads guide covers the structure.
8. $19.81 billion in second-quarter 2026 ad revenue
Advertising grew 26% in a single quarter, outpacing every other segment except AWS. Auction pressure compounds quarterly.
Source: Amazon Q2 2026 results (SEC)
Pull the search term report weekly rather than monthly. At this rate of growth, a bad term wastes three weeks of budget before a monthly review catches it.
9. Amazon takes over 79% of US retail media ad spend
eMarketer puts Amazon above 79% of all US retail media digital advertising in 2026, up from over 75% in 2025. No other retail network is close, and Walmart is the nearest rival.
Source: eMarketer, Amazon advertising FAQ
There is no meaningful diversification play inside retail media yet. Learn the Amazon Ads Dashboard properly.
10. $56.71 billion in US ad revenue against Walmart's $5.99 billion
Amazon's US advertising business grew 17.9% in 2026 and now runs roughly nine times the size of Walmart's retail media network, according to eMarketer.
Source: eMarketer, Amazon advertising FAQ
Ad formats that were optional two years ago are now table stakes. Sponsored Brands and Amazon Video Ads carry cheaper impressions than keyword ads in most categories, mainly because fewer sellers produce the creative.
Third-party seller and merchant economics
This is the section that should change how you plan. Seller revenue is concentrating fast, and the total seller population is actually shrinking now.
11. 61% of paid units come from third-party sellers
Independent sellers moved 61% of worldwide paid units in the second quarter of 2026. The figure dipped to 60% in Q1.
Source: Amazon Q2 2026 results (SEC)
Worth reading that dip correctly, because it is the first sustained decline since Amazon began disclosing the metric back in 2004. Amazon is quietly taking first-party unit share back in several categories.
12. $172.2 billion in third-party seller services revenue
This is what Amazon charged sellers in fees, commissions and fulfilment during 2025, up 11% year over year. It is your cost of doing business.
Source: Amazon Q4 and full-year 2025 results (SEC)
Recalculate net margin per ASIN every quarter. Fee changes are the quietest way profitable products turn unprofitable.
13. $575 billion in global third-party GMV
Marketplace Pulse estimates that third-party sellers moved $575 billion in gross merchandise value during 2025. Amazon does not publish this figure directly, so treat it as a well-informed estimate rather than an audited number.
Source: Marketplace Pulse, seller registrations hit decade low
Against $172.2 billion in seller services revenue, Amazon's effective take rate lands near 30% of GMV before you spend anything at all on advertising.
14. $375,000 average annual sales per US independent seller
Amazon's 2025 small business report puts average annual sales for US independent sellers above $375,000, up from $290,000.
Source: Amazon 2025 Small Business Empowerment Report
This is a mean, not a median, dragged upward hard by the top of the distribution. A seller doing $80,000 a year is closer to typical, so do not read this as a benchmark you are failing.
15. Over 75,000 sellers passed $1 million in sales
More than 75,000 US independent sellers crossed a million dollars in 2025, a 36% jump on the previous year. That growth rate is the interesting part.
Source: Amazon 2025 Small Business Empowerment Report
Getting there rarely comes from one hero product. Two or three linked variations build the volume more reliably.
16. The top 1.6% of sellers drive 50% of US third-party GMV
Marketplace Pulse counts 7,760 sellers, roughly 1.6% of the active US base, generating half of Amazon's estimated US third-party GMV. In 2023 it took about 15,000 sellers to reach the same threshold.
Source: Marketplace Pulse, top 1.6% of sellers
Amazon publicly disputes the seller-count data underneath this, saying it understates active sellers and revenue per seller. The direction still holds across every independent analysis.
Operators at that tier run software, not spreadsheets. Reordering, rank tracking and bid changes are automated daily, backed by Amazon Ads Software.
17. New seller launches fell 44% to a decade low
Only 165,000 sellers launched a first product in 2025, the lowest count since tracking began in 2015 and down 44% year over year. Active sellers globally fell to 1.65 million from 2.4 million in 2021.
Source: Marketplace Pulse, seller registrations hit decade low
Fewer entrants and rising concentration point the same way. Competition is getting harder at the top and thinner at the bottom, which favours anyone already established.
18. 30% of US small businesses now sell on Amazon
Up from 26% a year earlier, per the SBE Council's March 2026 survey. Amazon is a median 20% of their total sales.
Source: SBE Council Tech Use Survey, March 2026
Note that SBE Council receives Amazon sponsorship and this is self-reported survey data, so read the trend rather than the decimal. The useful signal is that Amazon is one channel among several for most of these businesses.
19. $60 billion in annualized Amazon Business gross sales
Amazon Business reached $60 billion in annualized gross sales by July 2026, serving over 11 million organizations across 11 countries, including 97 of the Fortune 100.
Source: Amazon Business press release, July 2026
Switch on quantity discounts and business pricing in Seller Central. B2B orders arrive larger, repeat more, and rarely return.
Consumer behaviour, search, and conversion
Where the money goes once a shopper lands on your page, and which changes actually move a listing's conversion rate rather than its traffic. The two are easy to confuse in reporting.
20. Amazon takes 39.7% of US e-commerce sales
eMarketer's 2026 estimate is 39.7%, slightly below the 40.5% it recorded for 2025. Roughly four in every ten online dollars still pass through Amazon.
Source: eMarketer, ecommerce marketplaces FAQ
The slight decline is worth watching rather than acting on right now. Shoppers are spreading across more marketplaces, which makes a second channel like Walmart Marketplace a reasonable hedge rather than a distraction.
21. Top-of-search placements capture 65% to 70% of page clicks
Sellerite's benchmark study found click-through rates fall more than 70% from positions one to three down to positions four to ten.
Source: Sellerite, Amazon CTR benchmarks
This is vendor data with an undisclosed sample size, so hold it loosely. The direction matches what every seller sees in their own placement reports.
Practically speaking, ranking below the top row is close to invisible. Fund launches with exact-match Amazon Sponsored Ads on your three best converting terms rather than spreading the budget thinly across broad match.
22. A+ Content lifts sales up to 8%, Premium A+ up to 20%
These are Amazon's own published figures. The widely shared claim of a 40% conversion lift does not come from Amazon at all, and we could not source it.
Source: Amazon, A+ Content
Both numbers are phrased as "up to" and vary by category and content quality. Plan for the low end.
Premium A+ still earns its place, mostly through the comparison charts that keep shoppers inside your own catalogue instead of clicking into a competitor's sponsored slot further down the page. Test it on your top ASIN first.
23. Backend search terms cap at 249 bytes
Amazon's stated rule is that search terms must stay under 250 bytes, and Seller Central silently truncates anything longer to the first 249 bytes.
Source: Amazon Seller Central, search terms guidance
Bytes, not characters. Accented and non-Latin characters cost more than one byte each, so audit multi-market listings separately.
Fill the field to the limit with terms that appear nowhere else in your copy. Repeating title keywords in the backend wastes the allowance, as our Amazon Listing Keyword Optimization guide explains.
24. Amazon grocery passed $150 billion in gross sales
That makes Amazon the second-largest grocer in the United States. Perishables are the growth engine, with monthly active perishables customers up 50% since the start of 2026.
Source: Amazon Q2 2026 results
Same-day perishables orders average three times more units. Consumables reward pack-size testing more than any other category.
25. Alexa for Shopping reached 350 million customers
Rufus was folded into Alexa for Shopping in May 2026 and rolled out to all US customers. Amazon reports over 350 million customers using it across the trailing twelve months, with interactions up fivefold.
Source: Amazon, Alexa for Shopping
The name change matters if you are writing about this. Rufus is no longer the consumer-facing brand, though sellers and Amazon documentation still use the term.
Write listing copy that answers questions, not copy that stacks keywords. The assistant reads bullets as answers.
26. Shoppers using AI prompts convert 48% more often
Amazon reported on its Q2 2026 call that customers who click a sponsored prompt inside the shopping assistant convert 48% more often and spend 21% more.
Source: Amazon Q2 2026 results
This is Amazon's own data on its own new ad surface, so expect it to flatter the format. It is still the clearest signal available that conversational placements are becoming a real inventory type.
Prime Day and promotional event statistics
The 2026 event broke the spending record and shrank the average basket at the same time.
27. $26.4 billion spent during Prime Day 2026
Adobe Analytics measured $26.4 billion in US online spending across the four days from 23 to 26 June 2026, up 9.3% year over year. That covers all US retailers during the window, not Amazon alone.
Source: Adobe Analytics, 2026 Prime Day insights
eMarketer put Amazon's own share of that near $15.68 billion. Anyone quoting the $26.4 billion figure as Amazon's own Prime Day revenue is misreading the source.
Ship inventory to FBA six to eight weeks ahead. Receiving delays peak right when you need the stock live.
28. Average order size fell 11% to $47.66
Numerator's household panel recorded an average Prime Day order of $47.66, down from $53.34 in 2025. Average spend per household fell 8% to $143.45.
Source: Numerator, Prime Day 2026
Record total spend with smaller baskets means more shoppers buying less each. With 69% of items sold under $20, the winning move is bundling to lift order value rather than discounting deeper.
29. 63% of Prime Day households placed two or more orders
Numerator found nearly two-thirds of participating households came back and ordered again during the four-day event.
Source: Numerator, Prime Day 2026
Retarget day-one browsers with Amazon Sponsored Display Ads before the event closes. The second visit is where a lot of the conversion actually happens.
30. AI-referred traffic converted 40% better
Adobe found that traffic arriving from AI assistants during Prime Day 2026 converted 40% better than other channels. In 2025 the same traffic converted 23% worse, so this reversed inside twelve months.
Source: Adobe Analytics, 2026 Prime Day insights
One data point across one event is not a trend yet. It is enough reason to check how your listings read when an assistant summarizes them.
What these numbers say about 2026
Three things line up across the whole set. Advertising is growing twice as fast as sales, seller revenue is concentrating into a few thousand operators, and new seller entry has collapsed to a decade low.
That combination rewards the operators who already have listings live and enough data to work from.
The sellers holding half of US third-party GMV are not working harder. They automate reordering, bid adjustments and rank tracking, then spend their time on product and supply.
If you are comparing partners, our list of Amazon Product Ads Management Companies is a reasonable place to start.
Xneeti runs that automation continuously with a dedicated strategist reviewing every decision, alongside Amazon Ads Management Services and full account operations. Book a demo if you want the numbers run against your own account.
Worth reading next: how much Amazon Ads Cost varies by category, and what changes for Amazon Ads for Scaling Brands once your volume gets serious.
