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October 21, 2024

With 310 million active customers globally, Amazon is one of the leading e-commerce platforms. 

More than 9.7 million sellers sell on Amazon, and the United States is Amazon’s biggest marketplace with 1.1 million Amazon sellers. 

In addition, 82% of Amazon sellers use FBA, and 58% turn a profit within a year. 

This article features the most noteworthy statistics about the number of Amazon sellers, their demographics, and sales revenue.

Top Amazon Seller Statistics 2024: At A Glance

  • There are 9.7 million sellers on Amazon.
  • Out of 9.7 Million sellers, only 1.9 million sellers actively sell on the platform.
  • 1.1 million Amazon sellers are from the United States.
  • 82% of Amazon sellers use FBA.
  • 61% of Amazon sales came from third-party sellers in Q1 2024.
  • 58% of Amazon sellers make profits within a year.
  • 52% of Amazon sellers report sales worth $1,000 per month.

How Many Sellers On Amazon 2024?

There are 9.7 million Amazon sellers. 

Of these, only 1.9 million Amazon active sellers right now.

More than 2.2 million third-party sellers sell on the platform, and 3P sales make up 60% of all Amazon sales.

Source: Seller App, Jungle Scout, eDesk,

There Are Over 1.1 Million Amazon Sellers In The United States

This represents 37.82% of all Amazon sellers, the highest among all countries globally.

Making up 9.54% of all Amazon sellers, the United Kingdom has 281,257 Amazon sellers.

Besides, Germany has 8.30% of all Amazon sellers, and India has around 205,884 Amazon sellers.

Countries With The Highest Number Of Amazon Sellers

Here is a table showing the number and proportion of Amazon sellers in top countries:

CountryNumber of Sellers Percentage of All Sellers 
United States1.11 million37.82%
United Kingdom281,2579.54%
Germany244,4258.30%
Italy216,6107.36%
France211,8597.19%
India205,8846.99%
Spain203,4136.90%
Japan173,4835.89%
Canada163,5955.55%
Mexico51,0871.73%
Australia24,2270.82%
UAE20,8420.71%
Brazil15,6050.53%
Turkey5,9870.20%
Singapore1,7210.06%

Source: Marketgap

With A 79% Marketplace Share, The United States Is The Biggest Market For Amazon Sellers

The Amazon marketplace in the United States experienced a YoY decline of 6% in 2024.

Amazon marketplace in Canada has around 26% share, and the United Kingdom has around 18% share.

Experiencing a YoY increase of 8%, Amazon has a 12% marketplace share in France in 2024.

Here is a table showing the top Amazon international marketplaces for sellers:

CountryMarketplace Acquisition 
United States79%
Canada26%
United Kingdom18%
France12%
Germany12%
Mexico11%
Italy9%
Australia8%
Spain7%
India6%

Source: Jungle Scout

18% of All Amazon Sellers In The United States Are Located In California

California has the highest number of Amazon sellers in the United States. 

Around 12% of Amazon Sellers reside in Florida, and 6% are from New York. Texas houses nearly 7% of all Amazon sellers in the U.S.

Here is a table showing the percentage of Amazon sellers in the United States by state:

StatePercentage of Amazon Sellers
California18%
Florida12%
New York6%
Texas7%
Wyoming5%
Washington3%
New Jersey3%
Delaware3%
Georgia3%
Illinois3%
Ohio3%
Colorado2%
Maryland2%
North Carolina2%
Pennsylvania2%

Source: Jungle Scout 

82% of Amazon Sellers Utilize FBA

This number decreased by around 3% from 2023. Of the total sellers, 64% use Amazon’s logistic system only.

34% of Amazon sellers use Fulfilled by Merchant (FBM) to manage all storage, shipping, and customer support by themselves. The use of FBM has declined by 9% since 2023.

Besides, 14% of Amazon sellers use FBM only, while 22% use FBA and FBM collectively.

Source: Jungle Scout 

Amazon Sellers Sales Statistics

Since anyone can start selling on Amazon without hassle, the majority of Amazon sales come from third-party sellers.

This section will cover some essential statistics about Amazon sellers’ sales.

Amazon Third-Party Sellers Sold An Average of 61% Of Paid Units On The Platform In Q1 2024

Similarly, 61% of Amazon’s sales came from third-party sellers in Q4 2023. Third-party sellers are responsible for more than half of Amazon’s retail sales. 

On average, 57% of Amazon sales came through third-party sellers in 2022, while 55% in 2021.

The growth of third-party sales on Amazon has been consistent over the years and is expected to increase with time.

Average Share Of Paid Units Sold By Third-party Sellers On Amazon

Here is a table showing the average share of paid units sold by third-party sellers on Amazon over the years:

YearShare of 3P Sellers’ Sales on Amazon 
2024(Q1)61%
202360%
202257%
202155%
202053%
201953%
201852%
201750%
201649%
201545%

Source: Statista

26% of Amazon Sellers Sell Only One Product

Besides, around 89% of Amazon sellers sell 50 or fewer products, and around 14% sell 6 to 10 products on Amazon.

77% of sellers and SMBs offer less than 10 products on Amazon, while only 3% of Amazon sellers have 51 to 100 products to sell on the platform.

Compared to the previous year, the number of sellers and small and medium-sized businesses offering only one product on Amazon surged by almost 300% in 2023. 

Here is a table showing the percentage of Amazon sellers and the number of products they offer:

Number of Products Percentage of Amazon sellers
126%
213%
311%
47%
56%
6 to 10 14%
11 to 206%
21 to 506%
51 to 1003%
101 to 2502%
251 to 5001%
501 to 1,0001%
More than 1,0002%

Source: Jungle Scout 

62% of Amazon Sellers Price Their Products Between $16 And $50

16% of Amazon sellers set their product prices between $11 to $15, while 13% set prices between $31 and $50.

Only 1% of Amazon sellers set their product price over $100, and 4% sell products under $5.

On the other hand, 3% of sellers reported selling products with varying prices.

Here is a table showing the average Amazon product price:

Product Price RangePercentage of Amazon Sellers
Under $54%
$6 to $109%
$11 to $15 16%
$16 to $2018%
$21 to $2516%
$26 to $3015%
$31 to $5013%
$51 to $1005%
$101+1%
Varying product prices3%

Source: Jungle Scout 

58% of All Businesses Turn A Profit Within A Year Of Launching On Amazon

The growth and profit of a business on Amazon take time and largely depend on the niche and brand.

22% of sellers, brands, and businesses tasted success on Amazon in less than 3 months,  while another 22% were not profitable on Amazon.

Around 20% of sellers succeeded between 6 months and a year, and 2% took more than 2 years to turn a profit.

Here is a table showing the time taken by Amazon sellers to turn a profit on the platform:

Time TakenPercentage of Sellers
Less than 3 months22%
3 to 6 months16%
6 months to 1 year20%
1 to 2 years11%
More than 2 years2%
Don’t know 7%
Not profitable22%

Source: Jungle Scout  

71% Of Sellers And SMBs Use Facebook Ads For Social Media Advertising

Over 6 in 10 Amazon sellers and 46% of enterprise brands and retailers use Instagram ads to promote their products.

32% of Amazon sellers and small businesses use TikTok ads, while 30% use YouTube ads for product promotion.

More than 20% of all Amazon businesses post advertising content, and 18% of sellers have worked with social media influencers to promote their products.

Top Social Media Platforms Used By Amazon Sellers

The table below shows the top social media platforms used by Amazon sellers and small businesses:

Social Media PlatformPercentage of Sellers and Small Businesses
Facebook ads71%
Instagram ads62%
TikTok ads32%
YouTube ads30%
Pinterest ads17%
LinkedIn ads11%
Branded YouTube channel11%
Snapchat ads6%

Source: Jungle Scout 

Amazon Seller Demographic Statistics

Running a business and becoming a seller on Amazon is achievable by people from any background and skill.

Let us explore some statistics about Amazon seller’s age, gender, and education demographics.

67% of Amazon Sellers Are Male, And 30% Are Female

With nearly 7 in 10 Amazon sellers being men, males dominate the Amazon seller space on the platform.

However, the proportion of women sellers on Amazon is increasing, and the gap is slowly closing.

Source: Jungle Scout  

33% of Amazon Sellers Are Aged 25 To 34 Years

64% of all Amazon sellers are between 25 and 54 years old. 31% of those come from the 35 to 44 age group.

Amazon sellers aged between 18 and 24 years make up 11% of sellers on the platform.

15% of Amazon sellers are from the 45 to 54-year age group, and 7% are 55 to 64 years old.

Amazon-Sellers-By-Gender

Here is a table showing the age demographics of Amazon sellers:

Age GroupAmazon Sellers
18 to 24 years11%
25 to 34 years33%
35 to 44 years31%
45 to 54 years15%
55 to 64 years7%
65 to 80 years3%

Source: Jungle Scout 

40% of Amazon Sellers Have A Bachelor’s Degree

Conversely, 26% of Amazon sellers have completed a master’s degree.

14% of sellers on Amazon have completed a high school diploma or secondary education, while 3% haven’t completed high school or any degree.

Around 11% of Amazon sellers own associates or some post-secondary degree, and 5% have doctoral degrees.

Source: Jungle Scout  

37% of Amazon Sellers Are Employed Full-Time

This means they work 40+ hours a week, and 22% of Amazon sellers work mainly in e-commerce.

Over 19% of Amazon sellers are self-employed, and 14% are employed part-time.

Students and retired people comprise 3% and 2% of Amazon sellers, respectively.

In addition, 1% of sellers are unemployed and are looking for work.

Source: Jungle Scout   

Amazon Sellers Revenue Statistics

Sellers on Amazon tend to make a profit regardless of the shop size and inventory. Even small businesses make a significant living by selling on Amazon. 

This section will cover some vital financial statistics of Amazon sellers.

52% Of Amazon Sellers And Small Businesses Report Sales Above $1,000 Per Month

On the other hand, 31% of Amazon sellers make sales under $500 per month.

22% of Amazon sellers report monthly sales between $1,001 to $5000, while 19% report sales of over $10,000 monthly.

In comparison, 63% of big brands and retailers report sales above $100,000/month.

Here is a table showing the average monthly sales revenue of Amazon sellers and small businesses in 2024:

Monthly Sales RevenuePercentage of Amazon Sellers and SMBs
Under $50031%
$501 to $1,00017%
$1,001 to $5,00022%
$5,001 to $10,00011%
$10,001 to $25,0007%
$25,001 to $50,0005%
$50,001 to $100,0004%
$100,001 to 250,0001%
$251,000 to $500,0001%
More than $500,000 to $1,000,0001%

Source: Jungle Scout 

47% of Amazon Sellers And SMBs Report Lifetime Sales of Under $25,000

This represents the largest proportion of Amazon sellers and SMBs. 

10% of Amazon sellers and SMBs report lifetime sales revenue between $25,000 and $50,000.

16% of sellers on Amazon make $50,000 to $500,000 in lifetime sales revenue, and 5% report lifetime sales revenue between $1 million to $5 million.

Conversely, only 1% of Amazon sellers report lifetime sales of more than $5 million.

Here is a table showing the lifetime sales revenue of Amazon sellers and small businesses as of 2024:

Lifetime Sales RevenuePercentage of Amazon Sellers and SMBs
Under $25,00047%
$25,000 to $50,00010%
$50,001 to $100,0006%
$100,001 to $500,00010%
$500,001 to $1 million8%
$1 million to $5 million5%
More than $5 million1%
Don’t know13%

Source: Jungle Scout  

74% Of Amazon Sellers And Small Businesses Spend More Than $1,000 To Start On Amazon

At the same time, 25% of sellers and businesses spend less than $1,000 to start selling on Amazon.

23% of sellers invest anywhere from $2,501 to $5,000 in their Amazon selling venture, while 17% invest more than $10,000.

About 2% reported not having a count of the money they used to start selling on Amazon.

Here is a table showing the money spent by sellers to start selling on Amazon:

Average Money SpentPercentage of Sellers
$02%
$1 to $50014%
$501 to $1,0009%
$1,001 to $2,50016%
$2,501 to $5,00023%
$5,001 to $10,00018%
More than $10,00017%
Don’t know2%

Source: Jungle Scout  

47% of Amazon Sellers Spend Less Than $500 On Advertising Every Month

Meanwhile, 25% of enterprise brands and retailers spend $100,000 to $250,000 monthly on ads.

Over 21% of Amazon sellers spend between $501 and $2,500/month on ads, while 1% of enterprise brands and retailers spend the same amount.

Only 6% of Amazon sellers spend more than $10,000 compared to 77% of enterprise brands and retailers.

Here is a table showing the average monthly expenditure of Amazon sellers and enterprises on ads:

Average Monthly Advertising Spend on AmazonSellers and SMBsEnterprise Brands and Retailers
Less than $50047%4%
$501 to 2,50021%1%
$2,501 to $5,0009%7%
$5,001 to $7,5006%5%
$7,501 to $10,0004%5%
$10,001 to $25,0003%4%
$25,001 to $50,0001%14%
$50,001 to $100,0001%5%
$100,001 to 250,0001%25%
$250,001 to $500,00012%
$500,001 to $1 million11%
More than $1 million6%
Don’t know7%2%

Source: Jungle Scout  

81% of Amazon Sellers Spend Their Own Money To Set Up Selling On The Platform

Bootstrappers make up the majority of Amazon sellers and SMBs that at least partially fund their business with their own cash.

On the other hand, 23% of sellers use credit cards, and 6% take family loans to run Amazon shops.

Around 10% of Amazon sellers take out personal loans, while 7% take business loans to source the funding for their business.

The table below shows the funding sources used by Amazon sellers:

SourcePercentage of Amazon Sellers
Own money81%
Credit card23%
Personal loan10%
Business loan7%
Family loan6%
Amazon lending4%
Small business administration or other government loan3%
Crowdfunding2%
Fintech lending1%

Source: Jungle Scout 

Other Amazon Seller Statistics

In this section, let us explore some more statistics about Amazon sellers’ future and their challenges.

70% of Amazon Sellers Aim To Improve Their Financial Management In 2024

66% of sellers want to enhance their inventory management to keep up with FBA storage space and fees.

Further, 65% of Amazon sellers are focusing on finding high-quality and relevant keywords to optimize their product’s online presence.

Around 61% of sellers plan to set up PPC campaigns, and 69% will look for new products to sell in 2024.

Source: Jungle Scout

48% Of All Amazon Sellers Have Used AI To Help Run Their E-Commerce Business 

34% of Amazon sellers use AI to write and optimize their listings, and 14% to create marketing and social media content.

Furthermore, 7% utilized AI for keyword and SEO research and 6% for customer service.

Source: Jungle Scout

Increasing Ad Costs Is A Challenge Faced By 38% Of Amazon Sellers

In addition to increasing costs, trying new marketing strategies and managing PPC advertising are among sellers’ top 10 business challenges.

37% of Amazon sellers reported increasing shipping costs as a challenge, and 35% reported the increasing cost of goods as a challenge.

Inflation and recession is a challenge faced by 29% and 23% of Amazon sellers, respectively.

Source: Jungle Scout

Conclusion: There Are About 9.7 Million Amazon Sellers As of Q1 2024

37.82% of these Amazon sellers are from the United States. However, only 1.9 million Amazon sellers are active of the total sellers on the platform.

Interestingly, customers on Amazon buy 7,800 products per minute from U.S. Amazon sellers, and 61% of Amazon sales were recorded from third-party sellers in Q1 2024.

However, only 76% of Amazon sellers become successful, with 58% gaining profit within the first year. 

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