25 New Amazon Shopping Statistics in 2026

Amazon remains one of the most influential forces in global e-commerce. From third-party sellers and Prime members to advertising, fulfillment, artificial intelligence, and rapid delivery, the platform continues to shape how consumers discover products and how businesses compete online.

These 25 Amazon shopping statistics provide a closer look at the size of the marketplace, seller activity, consumer behavior, advertising growth, delivery expectations, and the technologies changing Amazon shopping in 2026.

1. Amazon Generated $638 Billion in Revenue in 2025

Amazon generated approximately $638 billion in total revenue in 2025, demonstrating the enormous scale of the company's global business. While Amazon's revenue includes businesses beyond its retail marketplace, the figure illustrates the commercial infrastructure supporting its e-commerce, advertising, cloud, logistics, and consumer services.

2. Amazon's Marketplace GMV Reached About $830 Billion

Amazon and its sellers generated approximately $830 billion in gross merchandise value in 2025, according to Marketplace Pulse estimates cited by AMZ Prep. This figure highlights the difference between Amazon's reported revenue and the much larger value of merchandise moving through its marketplace ecosystem.

3. Third-Party Sellers Accounted for 61% of Paid Units

Third-party sellers accounted for approximately 61% of Amazon's paid units in the fourth quarter of 2025. Independent sellers have therefore become the majority of the marketplace by unit volume, reinforcing Amazon's evolution from a traditional retailer into a platform powered heavily by outside businesses.

4. Third-Party Sellers Represented About 69% of GMV

Third-party sellers accounted for approximately 69% of Amazon's total gross merchandise value in 2025. Their share has expanded significantly over time, showing how independent merchants have become central to Amazon's overall marketplace economics.

5. Amazon Had About 1.65 Million Active Sellers

Amazon had approximately 1.65 million active sellers worldwide at the end of 2025, according to Marketplace Pulse data cited by AMZ Prep. This is considerably lower than the frequently quoted figure of 9.7 million registered seller accounts, because registered accounts include many inactive or dormant businesses.

6. Amazon Has 9.7 Million Registered Seller Accounts

Amazon has approximately 9.7 million registered seller accounts worldwide, although this figure includes accounts created over many years that may no longer be active. For businesses evaluating competition, the active seller count provides a more meaningful picture than the cumulative registration figure.

7. Active Sellers Declined From 2.4 Million to 1.65 Million

The number of active Amazon sellers declined from approximately 2.4 million in 2021 to 1.65 million by the end of 2025. Despite that contraction, Amazon's overall sales continued to grow, creating an unusual marketplace environment in which seller competition has tightened while total consumer spending has expanded.

8. Amazon Registered Only 165,000 New Sellers in 2025

Amazon registered approximately 165,000 new sellers in 2025, the lowest annual figure in a decade according to Marketplace Pulse data cited by AMZ Prep. New registrations declined substantially compared with the surge of e-commerce entrants seen during the pandemic years.

9. Chinese Sellers Accounted for Nearly 60% of New Registrations

Chinese sellers represented approximately 59.9% of new Amazon seller registrations in 2025, according to Marketplace Pulse data cited by AMZ Prep. By comparison, U.S. sellers accounted for about 16.3% of new registrations, illustrating the increasingly international nature of Amazon's seller ecosystem.

10. More Than 100,000 Sellers Generate $1 Million or More

More than 100,000 Amazon sellers now generate at least $1 million in annual sales. The figure demonstrates that Amazon has developed beyond a platform for small side businesses and increasingly serves established, high-volume e-commerce operations.

11. At Least 235 Sellers Generate $100 Million or More

Approximately 235 sellers generate $100 million or more annually. While these businesses represent a small portion of Amazon's seller base, their presence illustrates the scale that successful marketplace operators can reach.

12. Traffic Per Active Seller Increased 31%

Traffic per active Amazon seller increased by approximately 31% since 2021, according to Marketplace Pulse data cited by AMZ Prep. The increase suggests that declining seller numbers have not translated into declining customer activity and may instead provide more traffic opportunities for businesses that remain competitive.

13. Amazon Advertising Generated $68.6 Billion in 2025

Amazon's advertising business generated approximately $68.6 billion in revenue during 2025. Advertising has therefore become a major component of Amazon's business model, allowing brands and sellers to pay for greater visibility across the shopping experience.

14. Amazon Advertising Revenue Grew 22% in Q4 2025

Amazon advertising revenue reached approximately $21.3 billion in the fourth quarter of 2025, representing 22% year-over-year growth. The expansion demonstrates how important advertising has become for brands competing for visibility within Amazon's marketplace.

15. Amazon Delivered More Than 13 Billion Items Same or Next Day

Amazon delivered more than 13 billion items globally on the same day or the following day during 2025, according to company figures cited by AMZ Prep. Faster fulfillment has become one of Amazon's defining competitive advantages and a major influence on consumer expectations.

16. Same-Day Deliveries Increased 70%

Amazon delivered approximately 70% more items the same day in 2025 than in 2024. The increase reflects continued investment in fulfillment infrastructure and transportation designed to shorten the time between purchasing and delivery.

17. U.S. Prime Members Received More Than 8 Billion Same or Next-Day Items

U.S. Prime members received more than 8 billion items the same day or the next day during 2025. The scale of these deliveries illustrates how quickly fast shipping has become integrated into the shopping habits of Amazon customers.

18. Amazon Same-Day Grocery Delivery Reached More Than 2,300 Cities and Towns

Amazon expanded same-day grocery delivery to more than 2,300 cities and towns. Grocery and everyday essentials also represented approximately half of Amazon's same-day and next-day deliveries, highlighting the growing role of rapid fulfillment in routine shopping.

19. Rufus Generated $12 Billion in Incremental Sales

Amazon's AI shopping assistant, Rufus, generated approximately $12 billion in incremental sales during 2025, according to figures cited by AMZ Prep. The development signals a major shift in how consumers may search for products, compare options, and receive recommendations on the platform.

20. More Than 300 Million Customers Used Rufus

More than 300 million Amazon customers used Rufus in 2025. Monthly active users grew 149% year over year, while interactions increased 210%, indicating rapid adoption of AI-assisted product discovery.

21. Rufus Users Were 60% More Likely to Complete a Purchase

Customers who engaged with Rufus were reported to be 60% more likely to complete a purchase. The statistic highlights why conversational shopping and AI-powered recommendations could become increasingly important to Amazon sellers optimizing product listings.

22. Rufus Accounted for 13.7% of Amazon Searches

By October 2025, Rufus was handling approximately 274.3 million daily queries, equivalent to about 13.7% of Amazon searches according to figures cited by AMZ Prep. This suggests that product discovery is increasingly moving beyond traditional keyword-based search.

23. More Than 1.3 Million Sellers Use Amazon Listing Tools

More than 1.3 million sellers are using Amazon's tools for product listings. As AI and conversational shopping become more prominent, sellers increasingly need detailed descriptions, accurate categorization, quality imagery, and content that answers natural-language customer questions.

24. Free Shipping Is the Top Customer Priority

Approximately 44% of Amazon customers identify free shipping as a major shopping priority, while 38% prioritize quick delivery, according to figures cited by AMZ Prep. These preferences demonstrate that fulfillment remains closely connected to purchasing decisions and customer satisfaction.

25. Amazon Operates 23 Marketplaces Worldwide

Amazon operates 23 marketplaces globally, providing sellers with opportunities to reach customers across multiple national markets. However, approximately 69% of sellers operate on only one marketplace, suggesting that international expansion remains an underused opportunity for some businesses.

What These Amazon Shopping Statistics Reveal

Amazon continues to grow while becoming more competitive and technology-driven. Third-party sellers account for most paid units, while 1.65 million active sellers compete in a marketplace where traffic per seller has increased.

Fast delivery, free shipping, reviews, and product selection continue to shape customer expectations. Meanwhile, Rufus and other AI tools are changing how shoppers discover products.

For sellers, success increasingly depends on visibility, pricing, advertising, fulfillment, customer experience, and strong product content.

Final Takeaway

Amazon remains one of the defining platforms of modern e-commerce. Its enormous marketplace, millions of registered sellers, growing advertising operation, extensive fulfillment network, international reach, and rapidly developing AI capabilities continue to influence how consumers shop and how businesses sell online.

The most important Amazon statistics for 2026 are not simply about the size of the company. They show a marketplace becoming increasingly concentrated, competitive, automated, and dependent on fast fulfillment and high-quality product discovery.

The data is compiled by Wali Qasemi, an email marketing expert. For learning the latest email marketing and affiliate marketing tips, you can visit his website, www.waliqasemi.com.