Surprising Amazon Statistics You Need to Know in 2023
Amazon has come a long way since its launch as an online bookstore in 1995. Today, it's one of the most valuable companies in the world, encompassing e-commerce, technology services, streaming services, and even AI.
Irrespective of the associated controversies, Amazon is a disruptor in many fields and a company worth paying attention to, as its influence is traceable across many sectors. In this article, we rounded up some key Amazon statistics that marketers should be paying attention to. These statistics include audience and demographics data, revenue and market share data, seller data, and key Amazon trends. Let's dive in.
Key Amazon Statistics For 2023- Amazon has 310 million active users in 2023.
- Almost 60% of Amazon's audience is male, and the most-represented age group is 25-34-year-olds
- As of 2023, Amazon isvalued at over $1 trillion, making it one of the most valuable companies in the world.
- 62% of Amazon's revenue comes from North America - of almost$514 billion in revenue, $315.88 billion came from the region in 2022.
- As of Q4 of 2022, there were 9.7 million sellers on Amazon, with1.9 million active sellers and 2.2 million third-party sellers.
- 2022 saw the biggest Prime Day event in history, with over 300 million items purchased and 60,000 items being sold every minute in the US.
- In 2022, Amazon's ad sales revenue reached$37.7 billion, over 21% more than in 2021.
There's no way to estimate the precise number of Amazon users, as the company doesn't release such figures. But let's take a look at what we do know about Amazon user statistics.
Number of Active Amazon Users
Source: AMZ scout
As of 2022, Amazon had over 300 million active users, and it has approximately 310 million in 2023. That's over 90 million more people than the entire population of Brazil. 197 million of these users visit Amazon at least once a month.
In May 2023, the Amazon.com website had 2.3 billion active visitors - just a little less than the2.4 billion who visited the site in March.
For the UK Amazon website, the relevant visitor numbers for May were352.4 million. And the Canadian and Japanese Amazon websites had 171.3 million and 559 million visitors in May 2023, respectively.
Amazon Prime Membership
Source: Statista
Amazon Prime is a subscription-based Amazon program that offers a number of benefits to its users, including exclusive discounts, free shipping, and access to the Amazon Prime Video streaming service.
It's so popular that when they raised their prices in 2022, only 14% of American users reportedintendingto cancel their membership.
As of 2023, there are over 200 million Amazon Prime users worldwide -almost two-thirds of all Amazon users.
In the US, the number of US Prime users reached almost 160 million in 2021 - roughly65% of all Amazon users in the US. The figure is predicted to grow almost 10% by 2023, reaching 176.2 million users.In Canada, the share of Prime users is 55% of all Amazon users.
Demographic Breakdown of Amazon Users
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According to Similar Web, most Amazon.com traffic (over 82%)comes from the USA.And predictably, over 86% of Amazon.co.uk website traffic comes from the UK.
In terms of gender, most of Amazon's audience on these two sites is male (reaching as much as 60% in the UK), and the most-represented age group is 25-34-year-olds.
The gender and age disparities are particularly acute for mobile Amazon shoppers in the UK, over 76% of whom are men and 52% areaged 25-34.
User Engagement & Frequency of PurchasesAmazon user engagement metrics are a must for understanding customer behavior and evaluating the platform's success. Some of these metrics include:
- Average number of purchases per user: High numbers suggest high engagement and customer loyalty and signify the effectiveness of Amazon's offerings, UX, and marketing strategies.
- Visit frequency: High frequency indicates that customers find value in Amazon's services, trust the platform, and are more likely to return.
- Average time spent on the platform: Longer average time suggests that customers actively explore the offerings, research products, and make purchase decisions.
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Studies show that almost9 out of 10 consumers read reviews before buying a product. Amazon shopping is no exception, as its reviews are used by 57% of consumers for research.
A big reason consumers turn to reviews is trust. Positive reviews and high ratings serve as social proof, instilling confidence in consumers and influencing their purchase choices - and easy Amazon review-checking tools are now assisting buyers to make informed decisions.
Reviews also offer a communication channel between buyers and sellers. They allow customers to share their experiences, provide feedback, and offer recommendations, which can help other shoppers make purchase decisions.
Amazon sellers can also use reviews to gather feedback, identify areas for improvement, and improve their offerings.
Amazon User Loyalty & Repeat Purchases
Source: Statista
During Covid-19, Amazon's revenue and profits skyrocketed, as you'll see below. A big reason for this is customers' loyalty to the platform. As many as 86-88% of Amazon consumersdidn't consider other retailersbefore making purchases in 2020-2021.
For Amazon Prime subscribers, loyalty levels are even higher. As you can see from the chart, 93% of Prime users renewed their subscriptions for one year and 98% for two years.
Research shows that the average Prime subscriber's LTV (Life Time Value) is $2283, and the LTV of an Amazon user who isn't a subscriber is $916. Compared to Netflix, for instance, where the average LTV is $291.25, Amazon's LTV figures are very high.
Amazon Revenue & Market Share Statistics
Source: Statista
As one of the biggest companies in the world, Amazon boasts impressive revenue figures. As of 2023, the company isvalued at over $1 trillion, making it one of the most valuable companies in the world.
Let's take a closer look at Amazon's revenue statistics.
Amazon Revenue Growth
Amazon's sales revenue has been growing steadily since its inception every year, and in 2020, it experienced a growth of over $100 billion, jumping from $280.52 billion to $386.06 billion in the space of one year.In Q1 of 2023, Amazon made $127.4 billion- just $21.8 billion lessthan in the preceding quarter of Q4 2022.
In terms of annual net income, it was also growing up until 2022, when Amazon experienced a net loss ofalmost $3 billion after several years of net profits. However, these profits were $33.36 billion in 2021, with Q4 being the most profitable at $14.2 billion, thanks to the e-commerce giant's popularity during the pandemic.
Amazon Revenue by Source
Source: Statista
The lion's share of Amazon's revenue comes from the e-commerce segment, and that's been the case for the last eight years.
Here's a breakdown of Amazon revenue by source for 2020-2022:
| Year | E-commerce revenue, USD | Physical stores revenue, USD | Retail 3P services revenue, USD | Subscriptions revenue, USD | AWS revenue, USD | Ad revenue, USD |
| 2020 | 197.35 billion | 16.23 billion | 80.46 billion | 25.21 billion | 45.37 billion | 15.5 billion |
| 2021 | 222.08 billion | 17.08 billion | 103.37 billion | 31.77 billion | 62.2 billion | 31.1 billion |
| 2022 | 220 billion | 18.96 billion | 117.72 billion | 35.22 billion | 80.1 billion | 37.7 billion |
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As an e-commerce retailer, Amazon has a very large piece of the market share pie. As of 2022, its US market share was 37.8% - by far the largest share held by a single online retailer. To compare, Walmart and eBay's shares were 6.3% and 3.5%, respectively.
The company also has a significant market share in other sectors. Amazon Web Services, or AWS, is the most popular cloud infrastructure platform in the world. In 2022, itboasted a market share of 32%.Its nearest competitor, Microsoft Azure, is some way behind, with a 22% market share.
And Amazon's Smart TV product is also on its way to dominating the market. Fire TV's market share is tied with Rokuat 36% as of 2021.
Speaking of TV - Amazon Prime Video is also charging ahead in the streaming video market. As of 2023, it's overtaken Netflix, capturing 21% of the market compared to Netflix's 20%.
Amazon Regional Revenue Distribution
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Unsurprisingly, the lion's share of Amazon's revenue comes from North America - of almost$514 billion in revenue, $315.88 billion came from that region in 2022. That's almost62% of the company's total revenue.
When it comes to the rest of the world, the retail giant's performance varies. For example, the company's performance in Germany actually worsened in 2022 compared to 2021 - the 2022 revenue was $33.6 billion compared to $37.33 billion in 2021.
Amazon Sellers StatisticsAmazon Marketplace presents a huge opportunity for businesses to find new customers and engage with them. With over 7,500 products sold on Amazon every minute, most businesses can find an audience on Amazon.
Let's take a look at Amazon seller statistics.
The Number of Amazon Sellers
Source: SellerApp
As of Q4 2022, there were 9.7 million sellers on Amazon, with 1.9 million active sellers and 2.2 million third-party sellers. Most of the sellers (63%) are SMEs, and 76%of the sellers are making a profit.
In terms of demographics, over two-thirds of Amazon sellers are men, and 58% of all sellers on the platform are in the 25-44 age bracket. The most common age for an Amazon seller is 39.
Distribution of Sellers by Country
Source: Jungle Scout
As you can see, the majority of Amazon sellers come from the US- no surprise, given the huge net sales revenue from North America. The UK and Canada come second and third, with 7% and 6% of sellers, respectively.
The British and Canadian figures might seem small - but keep in mind that there are over9.7 million Amazon sellers, so 7% of that accounts for almost 680,000 sellers.
Moreover, only one of the top eight Amazon sellers by feedback is from the US, and a British seller takes the lead in this regard. Here's a more detailed overview of the top Amazon sellers by total feedback:
| Country | Seller's name | Total feedback |
| UK | musicMagpie | 6,753,620 |
| Germany | MEDIMOPS | 6,300,372 |
| UK | World of Books Ltd | 2,119,679 |
| Germany | Amazon Warehouse | 1,994,030 |
| Germany | reBuy eCommerce | 1,558,641 |
| India | Cloudtail India | 1,286,940 |
| France | momax fr | 1,182,333 |
| USA | Pharmapacks | 957,756 |
Source: Statista
As you can see, the home and kitchen" category was the top category for independent Amazon sellers in 2021. A study by Jungle Scout found that it remained the top category in 2022 and 2023, with 35% of retailers listing its products in 2023.
Here's an overview of other product categories and their performance and popularity among Amazon SMB sellers in 2022-2023:
| Product Category | Sellers who listed it in 2022 | Sellers who listed it in 2023 |
| Beauty & Personal Care | 23% | 26% |
| Toys & Games | 20% | 18% |
| Apparel, Shoes & Jewelry | 18% | 20% |
| Health & Baby Care | 17% | 17% |
| Sports & Outdoors | 16% | 16% |
| Arts & Crafts | 15% | 14% |
| Books | 15% | 14% |
| Electronics | 14% | 16% |
| Pet Supplies | 13% | 13% |
| Grocery & Gourmet Food | 10% | 13% |
Source: Jungle Scout
Third-party (3P) Amazon sellers are vendors who work on the Amazon platform through Seller Central. The first-party (1P) relationship with Amazon involves Amazon buying the seller's product and handling the sales operations directly.
According to a report by Sellerapp, 3P Amazon vendors sell about 7.4,000 products per minute.
The statistic is made all the more impressive by the findings of Jungle Scout, which confirm that 3P Amazon sellers make up 70% of all sellers, and their sales make up 58% of all Amazon sales.
Given the company's total sales figures, it represents a huge opportunity for independent sellers - not least because SMEs account for2 million of the 3P sellers.
Fulfillment Methods
Source: Statista
There are two methods of order fulfillment available to Amazon sellers:
- Fulfillment by Amazon (FBA), where Amazon handles fulfillment and order delivery.
- Fulfillment by Merchant (FBM), where the seller handles fulfillment directly or through a third-party delivery partner.
FBA's efficiency and vast network make this method the most popular fulfillment method for Amazon sellers, with 64% of sellers relying on it and 22% of sellerscombining it with FBM, by letting Amazon handle delivery but doing the customer service and storage themselves.
Seller Fees & Revenue
Source: Sellerapp
Over 75% of Amazon sellers make a profit, and as many as 63% of them are profitable within their first year on the platform. Over36% of Amazon sellers have anMRR of over $5,000, and 10% of sellers have an ARR of $100,000.
In 2022, 37% of SME sellers increased their profits, according to Jungle Scout. For Enterprise Amazon sellers, the figure is 49%.
In terms of the costs of setting up a business via Amazon, most sellers (58%) spend less than $5,000 to get started, and 25% spend less than $1,000. The costs usually include the seller's choice of plan, referral fees (8-15%), fulfillment costs, and other associated costs.
Amazon Trends StatisticsLastly, we'll take a look at key current and future Amazon trends, including Prime Day, Advertising, Voice Commerce, and Private Labeling. Let's dive in.
Prime Day Sales
Source: Statista
2022 saw the biggest Prime Day event in history, with over 300 million items purchased and 60,000 items being sold every minute in the US. The most popular items among 18-34-year-olds were makeup/skincare and home products. Older audience segments preferred home products most.
Prime Day 2022 accounted for YoY growth of 8.1% compared to 2021, with total sales of $12 billion.The increase is slightly bigger than the previous year's 7.7% but is much smaller than the 20% increase of 2020.
Amazon Advertising Revenue
Source: Statista
Advertising is another one of Amazon's revenue streams, charging firms to advertise on its sites. It's hardly the biggest one, but it's not insignificant. In 2022, Amazon's ad sales revenue reached $37.7 billion- over 21% more than in 2021.The figure is expected to reach $64.3 billion by 2026.
Amazon Advertising is popular among brands as it helps them grow brand awareness and reach new customers. On the 2022 Prime Day, ad spending was up 169%compared to the previous year.
The firm is also a major advertiser itself, as illustrated by partnerships such as its Amazon-and-Pinterest multiyear ads deal, which will allow it to target products to Pinterest's 450 million monthly active users.
Voice Commerce & Alexa
Source: Statista
The voice commerce phenomenon involves using voice recognition devices to buy goods online. In the US, voice commerce is most popular among millennials (49%) and Gen Z (44%).
Voice commerce shoppers use a virtual digital assistant (VDA) to search and shop online. The most popular VDA on the market today is Amazon Echo, powered by Alexa - a personal intelligence assistant. It's dominating the market at 67% market share.
Among Amazon Echo shoppers, the most popular shopping category is e-com retail, with 25% of owners using it to shop online in 2022. Food shoppingfollowed closely behind at 16%.
Private Label Brands
Source: Jungle Scout
The Private Label business model is the most popular business model on Amazon, according to Jungle Scout, with 54% of retailers using it.It owes its popularity to its ability to provide sought-after products and promote brands and products on the platform.
What's Next for Amazon?We've taken a look at the strong position of the retail giant in different markets, and we're confident that, at least in the short and medium term, it's going to retain its position. There have been setbacks and adjustments, such as Amazon shutting food delivery In India, but the line has consistently moved up and to the right.
Given Amazon's constant innovation in technology, including AWS and its various seller tools, it's not far-fetched to presume that innovations will keep driving the company's growth and allow it to branch out into even more industries. For example, the retailer has joined the generative AI racewith the Amazon Bedrock launch. Clearly, there's much more to come.
References- 10 Online Review Statistics You Need To Know In 2023 [Infographic] (Oberlo)
- Amazon Prime retention rates in the United States between 1st quarter 2016 and 1st quarter 2021 (Statista)
- Amazon Seller Report 2022 (SellerApp)
- Amazon Statistics: Key Numbers and Fun Facts (AmzScout)
- Amazon: The World's Most Powerful Economic and Cultural Force (Investing.com)
- Annual net income of Amazon.com from 2004 to 2022 (Statista)
- Annual revenue of Amazon UK Services Ltd. in the United Kingdom (UK) from 2009 to 2022 (Statista)
- Distribution of Amazon mobile shoppers in the United Kingdom as of March 2023, by age group (Statista)
- Distribution of Amazon mobile shoppers in the United Kingdom as of March 2023, by gender (Statista)
- Fulfillment methods used by third-party sellers on Amazon in 2022 (Statista)
- Global net revenue of Amazon from 2014 to 2022, by product group (Statista)
- How Netflix Measures You to Maximize Their Revenue & How It Can Help Your Business (NeilPatel)
- How Roku used the Netflix playbook to beat bigger players and rule streaming video (CNBC)
- Leading product categories for small and medium-sized business (SMB) sellers on Amazon 2021 (Statista)
- Market share of leading retail e-commerce companies in the United States as of June 2022 (Statista)
- Market shares of selected subscription video-on-demand (SVOD) services in the United States in 2nd quarter 2023 (Statista)
- Most Amazon shoppers have eyes only for Amazon (DigitalCommerce360)
- Nine out of ten customers read reviews before buying a product (Brand Rated)
- Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024 (Statista)
- Prime Day 2022 was the biggest Prime Day event ever. Here are some of the best-selling items (Amazon)
- Revenue of Amazon in Germany and worldwide from 2010 to 2022 (Statista)
- Share of Amazon customers in the United States who are Amazon Prime members as of September 2021 (Statista)
- Share of Amazon Prime users planning to cancel their subscription due to price increase in the United States as of February 2022 (Statista)
- Share of shoppers using Amazon Prime in Canada as of January 2022 (Statista)
- SimilarWeb: Amazon.ca (SimilarWeb)
- SimilarWeb: Amazon.co.jp (SimilarWeb)
- SimilarWeb: Amazon.com (SimilarWeb)
- SimilarWeb: Amazon.co.uk (SimilarWeb)
- The Business Logic Of LTV: Why Amazon Gives Things Away For Free" (Zuora)
- The State of the Amazon Seller (JungleScout)
- Top Amazon Sellers by Country 2023 (EcomCrew)
- Top 10 Best Selling Items & Categories on Amazon in 2023 (SellerApp)
- Year-on-year growth of global Amazon Prime Day sales from 2016 to 2022 (Statista)
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