As a long-time Amazon seller and ecommerce consultant focused on assisting small businesses, I‘ve seen firsthand how understanding Amazon shopper behaviors and marketplace trends can transform your business‘s success.
After another record-breaking year for Amazon, it‘s clear this platform remains vital for growth-oriented sellers. Examining the hard numbers reveals key opportunities to implement now before your competition does.
I‘m sharing the latest, most impactful Amazon statistics I‘ve compiled below. Whether you‘re brand new to selling on Amazon or a seasoned pro, these 2023 stats deserve your attention.
1. Amazon Accounts for Nearly 40% of US Ecommerce Sales
Amazon captured 38.7% of all US ecommerce sales in 2024, up from 37.8% a year prior. With over $200 billion more in online retail sales than second place Walmart, it‘s essential for sellers to tap into Amazon‘s massive customer base.
2. Amazon Brought in $513 Billion in Net Sales Last Year
Despite economic uncertainty, Amazon‘s total net sales grew by 9% to exceed $513 billion globally in 2024. With unrivaled scale and continuous growth, the opportunity Amazon provides sellers cannot be matched.
3. There Are Over 275 Million Global Amazon Shoppers
Roughly 275 million people worldwide currently shop on Amazon. Reaching nearly 1 in 5 global internet users, gaining visibility on Amazon grants sellers access to the largest active ecommerce consumer base.
Table 1: Key Amazon Company Statistics
| Statistic | 2022 Data |
|---|---|
| Total net sales | $513 billion |
| Share of US ecommerce market | 38.7% |
| Number of active customer accounts | ~275 million |
4. Prime Members are Amazon‘s Most Valuable Customers
Amazon Prime has over 200 million members globally, with 63% based in the US. 66 million joined just last year alone.
Importantly, Prime members spend an average of $1,400 per year on Amazon compared to just $600 for non-members. Focus on winning these valuable shoppers.
5. Most Consumers Start Their Product Searches on Amazon
56% of shoppers begin searching for products specifically on Amazon compared to 33% starting on online search engines. Winning the top of Amazon‘s organic rankings or advertising to searchers pays off tremendously.
6. 53% of Amazon Users Make Weekly Purchases
Over half of US Amazon shoppers are purchasing at least once per week or more. Combine this with Prime members placing 5 more orders per year on average than non-members, and the purchasing velocity is incredibly appealing.
Table 2: Key Amazon Shopper Behavior Statistics
| Statistic | 2022 Data |
|---|---|
| % of shoppers starting product search on Amazon | 56% |
| % making a weekly purchase | 53% |
| Average orders per year for Prime members | 22 |
| Average orders per year for non-Prime members | 17 |
7. Amazon Sellers Reached $200K in Median Sales Last Year
Amazon small business partners saw accelerated growth in 2024. The median sales for sellers surpassed $200,000 globally, up from $175,000 the previous year.
Capitalize on the momentum by opening an Amazon seller account today. Follow the steps in my Complete Guide to Getting Started Selling on Amazon.
8. Home & Kitchen is the Most Popular Product Category
Over 30% of Amazon sellers have items listed in the Home & Kitchen category according to Jungle Scout data, edging out other top level categories.
However, I advise new sellers to analyze individual subcategory demands. In many cases, more niche areas like Kitchen Utensils, Coffee & Tea Accessories or Furniture perform even better.
9. Amazon Rakes in Over $3 Billion During Prime Day
Amazon‘s Prime Day results in 2024 give us a glimpse into the mega two-day sales event performance. It surpassed over $3.1 billion, displaying the strongest two-day period for seller success.
Prepare for Prime Day 2023 by registering now. Run targeted promotions and Lightning Deals to capitalize on the highest conversion rate days on Amazon.
10. Listings with Customer Images See Conversion Boost
Including customer photos on Amazon product listings results in a 16% higher conversion rate on average according to PicRate. Set up a review generation strategy to obtain authentic images that boost sales.
11. 89% of Customers Read Amazon Reviews
Almost 9 in 10 buyers are reading product reviews prior to adding items to their cart. Generating initial sales and reviews is critical when launching new products. Consider giveaways, review clubs or incentives.
Build a customer service process to also respond thoughtfully to negative feedback when warranted. This influences potential purchasers evaluating your brand and listings.
12. Satisfaction with Selling Experience Jumped to 93%
The percentage of third-party sellers satisfied with selling on Amazon reached 93% globally last year, a 4% increase from 2020. Leverage Fulfilled by Amazon (FBA) and other profitability tools to tap into this momentum.
13. Sponsored Product Ads Lead to 8.5X Higher Conversion Rates
Winning the Amazon Buy Box brings in significantly more traffic. Amazon notes advertised listings can gain up to 8.5X higher conversion rates by appearing prominently for relevant searches.
14. Mobile Purchases Account for 65% of Units Sold
65% of units purchased on Amazon now occur on mobile devices according to Feedvisor‘s research. This important shift demonstrates the importance of optimizing listings for smaller screens with clear imagery, concise titles and bullet pointed features.
The insights above provide a mere glimpse into the invaluable data now available for Amazon sellers in 2024.
As your small business consulting partner, I‘ll be sharing additional updates on emerging Amazon trends and guidance on analytics tools that I recommend based on client results.
Understanding shifts in Amazon‘s trajectory and customer behaviors allows us as entrepreneurs to make smarter decisions, stay ahead of larger brands, and profit in the long-run.
