14 In-Depth Amazon Product Sales Statistics for Entrepreneurs in 2023

As an ecommerce consultant, I‘m often asked by entrepreneurs about the opportunity to sell products on Amazon. The platform‘s sheer size and reach are unmatched, but diving into the latest sales statistics reveals key insights for new sellers. This comprehensive guide will analyze Amazon‘s explosive growth, seller demographics, top categories, and steps to launch your own business.


Amazon has firmly established itself as the king of ecommerce. In May 2022 alone, its website drew 2.4 billion visitors – dramatically higher than competitors like eBay (885 million) and Walmart (410 million). For entrepreneurs ready to launch or expand an online business, Amazon‘s platform offers unparalleled access to millions of buyers globally.

However, successfully selling on Amazon requires thorough research and preparation. While the opportunity is immense, competition is fierce. By diving into the platform‘s sales statistics and demographics, sellers can tailor their strategy for the best chance of prosperity. This guide will explore key data points and trends to inform your approach.

Breaking Down Amazon‘s Growth

Amazon‘s rise to a retail juggernaut is nothing short of astounding. It‘s important for sellers to understand the scale of Amazon‘s marketplace and growth trajectory.

  • In 2021, total sales revenue hit $197.5 billion, up 29% from 2020
  • Employee numbers ballooned to over 1.5 million in 2022, up from just 17,000 in 2017
  • 7,500 products are sold per minute in the US – over 4 million products daily
  • At $53 million per hour, a 40-minute outage cost $36 million in lost sales

Table 1. Amazon Annual Sales Revenue (in billions USD)

Year Revenue
2017 $136B
2018 $153B
2019 $174B
2020 $153B
2021 $197.5B

Data source: Amazon annual filings

These staggering growth metrics highlight the immense buyer demand. As an entrepreneur, you can tap into this demand by Differentiating your products, Branding your business, and Promoting your listings.

Demystifying Amazon‘s Seller Base

Understanding the demographics of top Amazon sellers allows you to gauge your positioning.

  • 9.5 million total sellers worldwide, with 500,000 added during the pandemic in 2020
  • 71% have a bachelor’s degree or higher
  • 64% are male, 32% female
  • 49% are based in the US, with California topping the list
  • 57% aged 27-44 years old

Table 2. Amazon Seller Locations

Country Percentage
United States 49%
China 7%
United Kingdom 7%
Canada 7%
India 5%
Others 25%

Data source: Jungle Scout

While the sheer number of sellers looks daunting, there remains massive opportunity by Differentiating yourself in a crowded market. Continue honing your expertise and Brand story to stand out.

Top Product Categories by Sales

Prioritizing the bestselling Amazon categories maximizes your chance of success.

  • Home & kitchen tops the list at 32%
  • Beauty & personal care follows at 23%
  • Clothing/shoes/jewelry comprises 20% of sales
  • Toys & games make up 18%
  • Electronics and sports/outdoors each take 16%

Table 3. Top 10 Amazon Product Categories

Category Percentage of Sales
Home & Kitchen 32%
Beauty & Personal Care 23%
Clothing/Shoes/Jewelry 20%
Toys & Games 18%
Health/Household/Baby 17%
Electronics 16%
Sports & Outdoors 16%
Pet Supplies 13%
Office Products 13%

Data source: Jungle Scout

This data should directly inform your product selection process. Target top categories where you have passion and expertise. Research bestselling niches and Differentiate from top competitors.

Steps to Start Selling on Amazon

As an entrepreneur ready to dive into Amazon, follow these best practices for launch:

  • Choose your business model: Sell your own branded products, private label existing products, or source wholesale/liquidation lots
  • Set up your Seller Central account: Select Individual or Professional based on expected sales volume
  • List products strategically: Focus on the most popular categories and highlight your unique value proposition
  • Leverage Fulfillment by Amazon: Let Amazon pick, pack, and ship products for you
  • Promote your listings: Drive external traffic to your listings through digital marketing
  • Analyze metrics: Use data in Seller Central to identify opportunities to improve performance

With a strategic approach, entrepreneurs can build a highly profitable Amazon business. Follow the data to inform your product selection, differentiation, and promotion strategies.


These insightful Amazon sales statistics and demographics reveal the immense opportunity for entrepreneurs in 2023. By selling in top categories and highlighting your unique value, you can prosper in this competitive marketplace. With strategic preparation and consistent optimization, your Amazon business can contribute significantly to your overall ecommerce success. Use this data to make informed decisions and maximize results.