45+ Amazon Seller Statistics for 2026

By Stanislav Yordanov, co-founder of Amazon Experts · Published 26 Oct 2026 · Data covers 2025 and early 2026

Third-party sellers sold about $575 billion of goods on Amazon in 2025, around 69% of everything sold on the site (Marketplace Pulse). Yet the number of sellers is shrinking: about 1.65 million sellers were active at the end of 2025, down from 2.4 million in 2021, and only 165,000 new sellers launched on Amazon.com, the fewest in a decade (Marketplace Pulse). Fewer sellers are taking a bigger share: more than 75,000 US independent sellers passed $1 million in sales in 2025 (Amazon).

Below are 45+ Amazon seller statistics for 2026: how many sellers there are, where they are based, how much they sell, what Amazon earns from them, how they use AI, and what is happening in the UK and Europe. Every figure links to its original source and states the year it covers. We sell on Amazon ourselves, so the last section explains what the numbers mean for brands.

Top Amazon Seller Statistics for 2026

1. Independent sellers account for more than 60% of sales in Amazon’s store. (Source: Amazon, 2026)
2. Third-party sellers sold an estimated $575 billion of goods on Amazon worldwide in 2025, $305 billion of it in the US. (Source: Marketplace Pulse, 2026)
3. Amazon and its sellers sold about $830 billion of goods in 2025. (Source: Marketplace Pulse, 2026)
4. About 1.65 million sellers were active on Amazon at the end of 2025, down from 2.4 million in 2021. (Source: Marketplace Pulse, 2026)
5. Only 165,000 new sellers launched a first listing on Amazon.com in 2025, the lowest number since tracking began in 2015 and 44% fewer than in 2024. (Source: Marketplace Pulse, 2026)
6. 59.9% of new Amazon.com sellers in 2025 were based in China; just 16.3% were based in the US. (Source: Marketplace Pulse, 2026)
7. More than 75,000 US independent sellers passed $1 million in sales in 2025, up 36% from 2024. (Source: Amazon, 2026)
8. US independent sellers averaged more than $375,000 in sales in 2025, nearly 30% more than in 2024. (Source: Amazon, 2026)
9. Amazon earned $172.2 billion from third-party seller services in 2025. (Calculated from Amazon’s quarterly results)
10. EU-based small and medium businesses sold more than €40 billion on Amazon in 2025, a record. (Source: Amazon EU, 2026)

How Many Sellers Are on Amazon?

• Amazon had about 1.65 million active sellers at the end of 2025, against 2.4 million in 2021. (Source: Marketplace Pulse, 2026)
• 165,000 sellers launched their first product on Amazon.com in 2025, 44% fewer than in 2024 and the lowest annual total since 2015. (Source: Marketplace Pulse, 2026)
• More than 60% of the top 10,000 Amazon sellers launched before 2019, so the leaders are mostly established businesses. (Source: Marketplace Pulse, 2026)
• With fewer sellers sharing the traffic, traffic per active seller has risen 31% since 2021. (Source: Marketplace Pulse, 2026)
• More than 100,000 Amazon sellers generate $1 million or more in sales, up from about 60,000 in 2021. (Source: Marketplace Pulse, 2026)
• 235 Amazon sellers generate $100 million or more, up from 50. (Source: Marketplace Pulse, 2026)

Where Amazon Sellers Are Based

• 59.9% of sellers who launched on Amazon.com in 2025 were based in China, down from 62.3% in 2024, the first drop in four years. (Source: Marketplace Pulse, 2026)
• US-based sellers made up 16.3% of new Amazon.com sellers in 2025, down from 26.8% in 2024 and 70.8% in 2016. (Source: Marketplace Pulse, 2026)
• More than half of all active Amazon sellers worldwide are based in China. (Source: Marketplace Pulse, 2026)
• Among the top sellers on Amazon.com, more than 50% are based in China and about 45% in the US. (Source: Marketplace Pulse, 2025)

Third-Party Sales and GMV Statistics

Estimates. Source: Marketplace Pulse, 2026.

• Third-party sellers accounted for about 69% of Amazon’s GMV in 2025, up from 60% in 2019. (Source: Marketplace Pulse, 2026)
• Third-party sellers sold about 62% of the units sold on Amazon in 2025, a share that held at 61% to 62% for five quarters in a row. (Source: Marketplace Pulse, 2026)
• The third-party unit share peaked at 62% in Q4 2024 and slipped to 61% in Q4 2025 and 60% in Q1 2026, as Amazon’s own retail regained share. (Source: Marketplace Pulse, 2026)
• Third-party GMV on Amazon.com in the US was an estimated $305 billion in 2025. (Source: Marketplace Pulse, 2026)

How Much Amazon Sellers Earn

• US independent sellers averaged more than $375,000 in sales in 2025, nearly 30% more than in 2024. (Source: Amazon, 2026)
• More than 75,000 US independent sellers passed $1 million in sales in 2025, a record and 36% more than in 2024. (Source: Amazon, 2026)
• More than 11,000 US-based sellers grew their sales more than tenfold in 2025. (Source: Amazon, 2026)
• Independent sellers support more than 2 million jobs across the US. (Source: Amazon, 2026)

What Amazon Earns From Sellers

Full-year figures calculated from the four 2025 quarters. Source: Amazon Q4 2025 results.

• Amazon’s revenue from seller fees and fulfilment ($172.2 billion) was almost two-thirds of what it made from its own online store ($269.3 billion) in 2025. (Calculated from Amazon data)
• Amazon’s advertising revenue grew 23% in Q4 2025, twice as fast as seller services revenue (11%). (Source: Amazon, 2026)
• Services, including seller fees and advertising, now make up about 60% of Amazon’s revenue mix, against 40% from retail. (Source: Marketplace Pulse, 2026)
• US FBA fees rose by an average of $0.08 per unit from 15 January 2026, less than 0.5% of an average item’s price, after no increase in 2025. (Source: Amazon, 2025)

AI Tools and Amazon Sellers

• Independent sellers created more than 12 million listings with Amazon’s generative AI tools. (Source: Amazon, 2026)
• Amazon’s Seller Assistant had more than 230,000 monthly users, and sellers accepted its recommended actions more than 90% of the time. (Source: Amazon, 2026)
• Sellers who went through Amazon’s AI-assisted onboarding generated more than $18 billion in sales in 2025. (Source: Amazon, 2026)
• Amazon launched more than 20 AI-powered FBA tools in 2025. (Source: Amazon, 2026)
• More than 30,000 European selling partners have used Amazon’s generative AI listing tools. (Source: Amazon UK)

UK and European Seller Statistics

• EU-based small and medium businesses sold more than €40 billion on Amazon in 2025, the first time they passed €40 billion. (Source: Amazon EU, 2026)
• EU small businesses exported €17 billion through Amazon in 2025, €2 billion more than a year earlier. (Source: Amazon EU, 2026)
• Exports from one EU country to another grew from €12 billion in 2024 to €13.5 billion in 2025. (Source: Amazon EU, 2026)
• More than 100,000 EU-based small and medium businesses sell on Amazon. (Source: Amazon EU, 2026)
• Around 100,000 UK small and medium businesses sell on Amazon. (Source: Amazon UK)
• UK small businesses selling on Amazon recorded more than £3.8 billion in export sales in 2024. (Source: Amazon UK)
• One Italian seller featured in Amazon’s EU report estimates that compliance can take 25% to 30% of a small European company’s operating costs. (Source: Amazon EU, 2026)

Amazon Seller Challenges in 2025

Jungle Scout surveyed nearly 1,500 Amazon sellers and e-commerce businesses in more than 20 countries in January 2025.

• 40% of businesses named rising costs as a top challenge for 2025. (Source: Jungle Scout, 2025)
• 38% named higher shipping costs, and 34% the rising cost of goods. (Source: Jungle Scout, 2025)
• 32% said growing advertising costs were a concern. (Source: Jungle Scout, 2025)
• 50% of brands, retailers and small businesses said they were worried about third-party sellers on Amazon. (Source: Jungle Scout, 2025)
• Marketplace Pulse links the fall in new sellers to tariffs, rising fees, advertising becoming effectively required, and AI raising the quality bar for listings. (Source: Marketplace Pulse, 2026)

Where the data disagrees

How many sellers pass $1 million? Amazon says more than 75,000 US independent sellers passed $1 million in 2025 (Amazon). Marketplace Pulse counts more than 100,000 sellers at $1 million or more (Marketplace Pulse). Amazon counts only US independent sellers from its own data; Marketplace Pulse estimates across all sellers from public storefront data.

“60% of sales” depends on the measure. Amazon says independent sellers make up more than 60% of sales in its store, which matches their share of units sold (about 62% in 2025). Measured by the value of goods sold, Marketplace Pulse puts the third-party share higher, at about 69%. Check which measure a source uses before comparing.

What These Statistics Mean for Brands

We sell on Amazon ourselves, in the UK, US and Europe. This is how we read the numbers:

• Fewer sellers, bigger winners. The number of active sellers fell by a third since 2021 while sales kept growing. The sellers who stay are larger and more professional, so the bar for a new listing is higher than ever.
• Your real competitors are probably in China. Six in ten new sellers on Amazon.com are based there. Price alone rarely wins against them; brand, content and reviews do. See how we build professional listings.
• Advertising is now part of the cost of selling. Amazon’s ad revenue grows twice as fast as its seller fees. Budget for ads from day one and track them by product, not account-wide. See our Amazon PPC and DSP work.
• Europe is the growth market most brands ignore. EU small businesses sold €40 billion and exported €17 billion through Amazon in 2025. The hard part is compliance, not demand. Check what you need per country with our free EU compliance checker, or see how we handle Amazon Europe expansion.
• Brands do not have to run Amazon themselves. With fees, ads and compliance rising, many manufacturers prefer one authorised distributor who buys the stock and runs the listings. That is how we work with brands such as Milva and Leganza. See Amazon brand control and distribution.

Amazon Seller Statistics FAQ

How many sellers are on Amazon in 2026?

About 1.65 million sellers were active on Amazon at the end of 2025, according to Marketplace Pulse, down from 2.4 million in 2021. Amazon does not publish an official count of active sellers.

What percentage of Amazon sales come from third-party sellers?

Amazon says independent sellers account for more than 60% of sales in its store. Marketplace Pulse estimates third-party sellers sold about 62% of units and 69% of the value of goods sold on Amazon in 2025.

How much does the average Amazon seller make?

Amazon says US independent sellers averaged more than $375,000 in sales in 2025, nearly 30% more than in 2024. More than 75,000 of them passed $1 million. These are sales, not profit.

Where are most Amazon sellers based?

China. More than half of active Amazon sellers worldwide are based in China, and 59.9% of new sellers on Amazon.com in 2025 were Chinese, against 16.3% from the US, according to Marketplace Pulse.

How many new sellers join Amazon each year?

165,000 sellers launched their first listing on Amazon.com in 2025, 44% fewer than in 2024 and the fewest since Marketplace Pulse began tracking in 2015.