Amazon Seller Statistics 2024: Trends, Revenue Analysis, and More (Detailed Report)

Amazon continues to dominate the e-commerce world, with 9.7 million sellers striving to boost their sales and profits. 

But what does it really take to thrive as a new seller on this platform? 

Nearly 60% of all sales on Amazon come from third-party sellers, which highlights huge potential for new entrepreneurs. However, competition is fierce, with only 10% of these sellers earning over $100,000 annually.

In this article, we will take a look at some insights into the latest Amazon seller statistics for 2024.

Let’s break down Amazon Seller statistics into sales trends, revenue, top-performing categories, and much more.

Number of Amazon Sellers 2024

As of 2024, there are a total of 9.7 million sellers on Amazon. Among these, only 2 million sellers are active on Amazon. 

Since 2024 alone, Amazon has seen huge sellers joining with around 839,900 new sellers registered on Amazon. This means each day around 3,700 new sellers have joined the Amazon marketplace.

Plus, 2024 is yet to end; this number is expected to add 1.3 million new sellers. 

Now, with such a huge number of active Amazon sellers, you might be curious about how many customers are shopping on Amazon globally.

Well, Amazon boasts over 310 million active users worldwide! That’s a huge number, right? And to be precise, 80% of these users are from the United States. 

(Source: Helium10, Amazon)

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Types of Amazon Sellers 

Now, there are several types of the Amazon sellers among these 9.7 million count. The main categories include Third-party Sellers (3P) and First-Party Sellers (1P).

Simply put, the first-party (1P) vendors sell their products to Amazon, and third-party (3P) marketplace sellers manage their own sales to customers on the platform.

Most of Amazon’s sales revenue is sourced from independent sellers. As of today, 68% of the sellers on Amazon are 3P sellers, while 40% are 1P sellers. 

Type of Sellers on Amazon	% of sellers
3P Sellers	68%
1P Sellers	40%
Both	9%

Plus, in 2023,  Amazon sellers in the US sold more than 4.5 billion items, which comes out to an average of 8,600 products sold per minute.

Other than solo sellers, small businesses, and enterprise brands and retailers also offer their products on Amazon.  

To put that into numbers, brand owners experienced a growth of more than 22% in their sales on Amazon in 2023.

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Amazon Seller Sales and Revenue Statistics 

As of 2024, Amazon sellers average more than $230,000 in annual sales. Plus, over 60,000 sellers have surpassed $1 million in sales annually.

Here are insights on Amazon Seller’s sales and Revenue generated. 

Average Monthly Sales

Amazon provides a lucrative opportunity for both solo sellers and small businesses, often generating more revenue than typical side hustles. 

Approximately 19% of SMB sellers exceed $10,000 in average monthly sales, while a remarkable 78% of enterprise brands achieve over $50,000 monthly.

Over 52% of Amazon sellers report sales above $1000/month. 

Monthly sales	Amazon sellers and SMBs
Under $500	31%
$501-$1000	17%
$1001-$5000	22%
$5001-$10,000	11%
$10,001-$25,000	7%
$25,001-$50,000	5%
$50,001-$100,000	4%
$100,001-$250,000	1%
$250,001-$500,000	1%
More than $500,000	1%

(Source: Junglescout Study)

Seller Performance and Profitability 

According to the JungleScout, over 44% of Amazon sellers have a profit margin of more than 15%.  

More than half (57%) of Amazon sellers and SMBs achieve a net profit margin above 10. 

The below data suggest the gross profit margins of Amazon sellers. 

Amazon Profit Margins	Amazon Sellers and SMB’s
~1-5%	12%
6-10%	16%
11-15%	13%
16-20%	15%
21-25%	15%
26-25%	13%
51-100%	1%
Not Profitable	13%

(Source: Junglescout Study)

Around 30% of SMB sellers have earned over $50,000 in lifetime profits, with about 10% making between $100,000 and $500,000.

Other than this, in Q1 2024, net sales from third-party seller services reached approximately $34.6 billion, marking a year-over-year growth of about 16%.

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Amazon Seller Demographics

Amazon’s seller community is made up of a diverse and expansive group of entrepreneurs. Let’s delve into the demographics of Amazon sellers to understand who they are.

Amazon Sellers by Country

The United States dominates the Amazon marketplace, with 55% of all sellers. 

The United Kingdom comes next with 7% of all the sellers. 

Country	% of all sellers
United States	55%
United Kingdom	7%
Canada	6%
India	5%
United States Territories	3%
Nigeria	2%
Spain	2%
France	2%
Pakistan	2%
Other	14%

Other than this, most of the sellers in the United States (18%) are located in California. 

(Source: Junglescout Study)

Amazon Sellers By Age

When it comes to the age of the sellers, the largest group of sellers are 25 to 34 years old, with 33% of all sellers.  

The next group of sellers falls within 35-44 years, with 31% of the total sellers. This data shows that most young sellers are 25 to 44 years old, with 64% of all sellers.  

Age	% of all sellers
18-24	11%
25-34	33%
35-44	31%
45-54	15%
55-64	7%
65-80	3%

(Source: Junglescout Study)

Amazon Sellers by Gender

Male sellers lead the Amazon seller market with 67% of all the sellers. On the other hand, female sellers are 30% of all the sellers. 

Gender	% of sellers
Male	67%
Female	30%

(Note: Numbers may not equal 100% due to rounding)

(Source: Junglescout Study)

Amazon Sellers by Education and Employment 

Amazon sellers represent a varied group of individuals with diverse educational backgrounds and employment status. Let’s take a look at these:

Education Levels of Amazon Sellers

Amazon sellers are generally well-educated, with a significant majority (40%) holding bachelor’s degrees. Here’s a breakdown of their educational attainment:

Education Level	% of Sellers
Bachelor or equivalent	40%
Master or equivalent	26%
HIgh school diploma/ secondary education/GED	14%
Associate degree/post-secondary education	11%
Doctoral or equivalent	5%
No high school/ secondary education	3%
Trade/technical/other	2%

(Source: Junglescout Study)

Employment Status of Amazon Sellers

The employment status of Amazon sellers reveals that many are balancing their selling activities with other professional commitments. 

22% of Amazon sellers work exclusively on eCommerce business. 

Moreover, 52% of Amazon sellers have other side jobs and side hustles besides selling on Amazon.

Here’s how their employment breaks down:

Employment of the sellers	% of sellers
Employed full-time	37%
Work exclusively on ecommerce business	22%
self-employed/entrepreneur	19%
Employed part-time (1-39 hours per week)	14%
Student	3%
Retired	2%
Not employed, looking for work	1%
Not currently employed	1%
Disabled, not able to work	1%

(Source: Junglescout Study)

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Amazon Sellers Business Models 

Amazon sellers commonly use six primary business models to market their products on Amazon.

Private label is the most popular sales model among Amazon sellers with over 54% of the sellers using it. 

Followed by Private label, Wholesale model and Retail Arbitage are also preferred by many Amazon sellers. 

Let’s take a look at the what are the top Amazon business models for sellers:

Amazon Business Model	Model Description	Amazon sellers using it
Private Label	Create own product label or brand	54%
Wholesale	Buy overstock products directly from brands or distributors to sell on Amazon	25%
Retail Arbitrage	Buy discounted products through retailers to sell on Amazon	25%
Online Arbitrage	Buy discounted products online to sell on Amazon	21%
Dropshipping	Buy products directed by a manufacturer who fulfills and ships the order	19%
Handmade	Create/craft own products to sell on Amazon	9%
Original Product	Inveted and sells a completely original product	4%

(Source: Junglescout Study)

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Amazon Sellers Fulfillment Methods 

Amazon offers various fulfillment methods for sellers to manage their inventory and orders effectively. 

These primary fulfillment methods include Fulfillment by Amazon (FBA), Fulfillment by Merchant (FBM), Seller Fulfilled Prime (SFP), and Multi-Channel Fulfillment (MCF).

However, when we look at the seller behavior data, FBA and FBM are the fulfillment methods that sellers prefer the most. 

Fulfillment Method	% of sellers using it
FBA	82%
FBM	34%
FBA Only	64%
FBM Only	14%
Both	22%

(Source: Junglescout Study)

Fulfillment by Amazon (FBA)

Over 82% of Amazon sellers and businesses prefer FBA, with 64% using it exclusively. Sellers using FBA typically see a sales increase of 20-25%.

FBA allows sellers to outsource fulfillment of their orders to Amazon. In this case, sellers send their products to Amazon’s fulfillment centers, where Amazon handles storage, packing, shipping, customer service, and returns. 

This method provides sellers with access to Amazon Prime customers and the potential for increased sales due to faster shipping options.

Fulfillment by Merchant (FBM)

Fulfillment by Merchant requires sellers to manage their own inventory and fulfill orders directly. 

This method gives sellers greater control over their logistics but also demands more effort in managing shipping, customer service, and returns.

As of 2024, 34% of the sellers go with FBM, with 14% of them using it exclusively. 

(Source: Junglescout Study)

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Common Challenges Faced by Amazon Sellers 

Selling on Amazon is highly profitable, but it comes with many challenges. 

Getting customer reviews and doing product research are the most faced challenges among Amazon sellers and SMBs. 

On the other hand, for businesses, branding and increasing the market share are the most common challenges. 

Here are the top 10 business challenges in 2024 for Amazon sellers:

1. Getting customer reviews
2. Product research
3. Trying new marketing tactics
4. Optimizing product listings
5. Increasing market share
6. Managing PPC advertising
7. Finding a supplier
8. Managing finances 
9. Managing inventory
10. Branding the business/products

Other than these challenges, rising costs is also the major concern among Amazon sellers and businesses. 

Over a third of sellers are concerned about the growing expenses related to advertising, shipping, and goods. 

Cost related concerns	% of sellers
Increasing ad costs	38%
Increasing shipping costs	37%
The increasing cost of goods	35%
Rising Storage fees	32%
Inflation	29%
A recession	23%

These cost concerns are not just limited to sellers and businesses. This has also affected the spending of 85% of consumers. 

(Source: Junglescout Study)

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Amazon Trending Product Categories 

Home and Kitchen is the most profitable product category among the Amazon sellers.

According to the report from JungleScout, most Amazon sellers (35%) sell within the Home & Kitchen product category. 

Let’s take a look at leading product categories as of 2024 and their year-over-year change:

Category	% of sellers	YoY change
Home & Kitchen	35%	6%
Beauty & Personal Care	26%	4%
Clothing, Shoes & Jewelry	20%	0%
Toys & Games	18%	13%
Health, Household & Baby Care	17%	0%
Baby	16%	7%
Electronics	16%	-6%
Sports & Outdoors	16%	0%
Arts, Crafts & Sewing	14%	-7%
Books	14%	17%

(Source: Junglescout Study)

Amazon Product Sourcing

When talking about sourcing, China leads the supplier market for Amazon businesses of all sizes. 

Notably, 71% of U.S. sellers source their products from China, indicating a reliance on international supply chains.

Over the past year, there has been a 17% decline in the number of Amazon sellers and brands obtaining their products from the U.S., contrasted by a remarkable 56% increase in those sourcing from India.

Below are the top countries that are sourcing Amazon sellers. 

Supplier Countries	% of sellers
China	71%
United States	30%
India	14%
Germany	6%
Mexico	5%
Japan	5%
Vietnam	5%
Italy	4%
South Korea	4%
Belgium	4%
Other	14%

(Source: Junglescout Study)

How Sellers Price Their Products 

61% of all Amazon businesses price their products within the range of $16 to $50.

When determining product prices, enterprise brands and sellers must consider production, shipping, and marketing costs alongside competitor pricing and consumer willingness to pay. 

Many adopt the rule of thirds: allocating one-third of the sale price to product costs, one-third to Amazon fees, and keeping the final third as profit.

Here is how Amazon sellers price their products:

% of Amazon Sellers	Pricing Range
4%	Under $5
9%	$6-10
16%	$11-15
18%	$16-20
16%	$21-25
15%	$26-30
13%	$31-50
5%	$51-100
1%	$101+
3%	Product prices vary significantly

(Source: Junglescout Study)

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What it Takes to Sell on Amazon 

To be straightforward, there is no specific formula or model that can help you earn huge profits. 

Time, money, marketing investments, and funding are the key components to staying competitive in the Amazon marketplace.  

Let’s take a look at these components:

Time

Time is one of the most important resources for new as well as established sellers. 

Around 74% of the sellers succeed in setting up and running their business in less than 6 months. 

The below data suggests the average time taken to start an Amazon business. 

Time Taken	% of sellers
Less than 6 weeks	23%
6 weeks to 3 months	25%
3-6 months	26%
6 months – 1 year	19%
More than 1 year	6%

Most Amazon sellers and brands typically manage their businesses for 4 to 20 hours a week. 

However, there has been a significant increase of 138% in the percentage of sellers who spend just 4 hours or less weekly, climbing from 8% last year to 19% this year.

Take a look at the average time spent on Amazon business each week. 

Time spent each week	% of Sellers
4-10 hours	31%
11–20 hours	21%
Fewer than 4 hours	19%
21-30 hours	12%
31-40 hours	7%
41-50 hours	4%
51-60 hours	4%
More than 60 hours	3%

(Source: Junglescout Study)

Money

Most Amazon businesses (64%) invest less than $5,000 upfront, and 25% start with under $1,000. 

Money spent by sellers	% of sellers
$0	2%
$1-$500	14%
$501-$1000	9%
$1001-$2500	16%
$2501-$5000	23%
$5001-$10,000	18%
More than $10,000	17%

The good news is that many see a high return on this investment. More than one-third (35%) of sellers and SMBs turn a profit in under six months.

The below data suggests the time taken to turn a profit for Amazon sellers.

Time taken to turn a profit	% of sellers
Fewer than 3 months	22%
3-6 months	16%
6 months – 1 year	20%
1-2 years	11%
More than 2 years	2%
Not Defined	7%
Not profitable	22%

(Source: Junglescout Study)

Marketing Investments

Almost all sellers on Amazon, i.e 84% of the sellers, invest in advertising their products on or off Amazon. 

For sellers and SMBs, e-commerce platforms hold the top position for advertising, with 58% investing in pay-per-click (PPC) campaigns. While brands and retailers show a strong preference for paid search advertising, with 64% utilizing channels such as Google.

Here are the top channels where Amazon businesses advertise their products:

Advertising Channels	Sellers and SMB’s	Enterprise Brand and Retailers
Search engines/paid search	34%	64%
Social media	42%	48%
eCommerce platforms	58%	50%
Traditional media	7%	12%
None of the above	17%	4%

(Source: Junglescout Study)

Social Media Advertisements

Social media is becoming increasingly vital for e-commerce growth in 2024, as 44% of all Amazon businesses report advertising their products on these channels.

Facebook is the most preferred social media channel with over 71% of the sellers using it for advertising. 

Below are the most preferred social media platforms for Amazon sellers to advertise their products. 

Social Media Platform	% of Sellers using it	% of Enterprise brands and retailers using it
Facebook ads	71%	80%
Instagram ads	62%	46%
Pinterest ads	17%	27%
TikTok ads	32%	52%
YouTube ads	30%	52%
Snapchat ads	6%	18%
LinkedIn ads	11%	34%
Branded YouTube Channel	11%	36%

When it comes to spending on these ads, around 68% of the sellers spend $0-$2500 each month for advertising. 

Take a look at the average monthly spending by sellers on advertisements. 

Average Spending	% of Sellers
Less than $500	47%
$501-2500	21%
$2,501-$5,000	9%
$5,001-$7,500	6%
$7,501-$10,000	4%
$10,001-$25,000	3%
$25,001-$50,000	1%
$50,001-$100,000	1%
$100,001-$250,000	1%

(Source: Junglescout Study)

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Amazon Sellers and AI Trends 

Amazon sellers are increasingly using AI to enhance their operations, improve product listings, and optimize marketing strategies. 

In 2024, AI technologies are becoming essential tools for sellers and SMBs on the platform.  In fact, over 48% of all Amazon sellers use AI tools to manage their e-commerce operations. 

The below data suggests how Amazon sellers and businesses use AI technology to optimize growth. 

How Sellers use AI technology	% of Amazon Sellers
Writing and optimizing listings	34%
Creating marketing and social media content	14%
Keyword and SEO research	7%
Product research	6%
Customer service	6%
Product images	6%
Advertising management and optimization	5%
Personalized marketing tactics and campaigns	3%
Data collection and analysis	3%
Business planning and reporting	3%
Brand management and protection	2%
Market and competitor research	2%
Logistics p[timization and monitoring	2%
Inventory management	2%
Dynamic pricing and optimization	2%

(Source: Junglescout Study)

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Amazon Prime Day Statistics

Amazon Prime Day has become a significant shopping event, showcasing impressive statistics that reflect its growth and impact on both consumers and sellers. 

Held on July 16-17, Amazon Prime Day 2024 broke all the previous records and became the biggest Prime Day event ever. 

Amazon Prime Day 2024, generated more than $14.2 billion in US sales which is an 11% increase from the previous year’s sales total of $12.7 billion. 

Here are the sales growth over the years: 

Year	Prime Day Sales (in billions)
2024	14.2
2023	12.9
2022	12.0
2021	11.2
2020	10.4
2019	7.16
2018	4.19
2017	2.41
2016	1.52
2015	0.9

(Source: Statista )

During the Amazon Prime Days, over 300 Million items were purchased worldwide. Popular items included Amazon Fire TV Sticks, Premier Protein Shakes, and Liquid IV Packets, with categories like apparel, home goods, and household essentials also seeing high demand.

Amazon reported over 200 million Prime members globally, with significant engagement during the event. 

In India alone, there was a 24% increase in Prime member participation compared to the previous year.

(Source: Amazon, JungleScout)

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