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It’s no secret that Amazon is a big player in the ecommerce world. In fact, according to recent statistics, it’s the second largest retailer in the United States.

As an Amazon third-party seller, you know that the competition on the marketplace. How do you stack up against the competition? And more importantly, what can you learn from them?

Today, we’ll take a closer look at Amazon third party seller statistics and see what they can tell us about this booming industry.

Stay tuned!

Overview on Amazon Third party Seller Statistics

  • About 9.5 million Amazon sellers globally (1.9 million active sellers) in 2022. (Amazon)
  • In the year of 2020,  200,000 sellers have joined the Amazon marketplace. (Amazon)
  • 500,000 sellers are based in the US (Forbes).
  • 89% of Amazon sellers are profitable.
  • Amazon generated approximately $27.38 billion in third-party seller services in Q2 of 2022.
  • Third-party sellers sell products, totaling 59% of total sales on Amazon in 4th quarter of 2022.
  • According to our estimates, just 17% of Amazon sellers are profitable, but that figure will likely decrease in the future years due to increased competition.
  • In the second quarter of 2021, 56 percent of paid units were sold by third-party sellers. (
  • 1.5 Million active seller on amazon and total of 6.3 million sellers in 2020. (Amazon)
  • In 2020, the e-commerce giant generated about $80.5 billion in third-party seller services, accounting for a nearly 50% increase over 2019.

In this page, we will look in detail at Amazon third party seller statistics and the percentage of Amazon sales that are made by third party sellers, as well as the growth in Amazon third party seller sales.

How Many Third Party Sellers on Amazon

The number of third party sellers on amazon is nearly 2 million as of 2021. These are people and businesses that sell products on Amazon, but are not Amazon themselves. 

This figure has progressively increased over the years as more and more consumers and businesses see the advantages of selling on Amazon.

There are a number of reasons why selling on Amazon is attractive to businesses.

Some of the reasons are that Amazon is one of the largest e-commerce platforms in the world, Amazon is a well-trusted brand, Amazon offers a number of tools and services to help sellers grow their business, such as fulfillment and logistics services.

What Percentage of Amazon Sales are Third Party

About 57% of Amazon sales come from third-party sellers in Q2 2022 which is 1% increase from the year of 2021.

Amazon's paid unit sales

This figure has been steadily increasing in recent years, as more and more businesses realize the benefits of selling on Amazon.

There are a number of reasons why selling on Amazon is so advantageous.

To begin, Amazon is one of the most popular online buying locations, with millions of customers accessing the site every day.

This gives sellers a huge potential audience for their products. Additionally, Amazon is known for its ease of use, making it simple for even the most inexperienced sellers to get started.

(Source: Statista)

Amazon Third Party Sellers Revenue

Amazon’s third-party seller revenue is 27.38 billion in Q2 of 2022 and this represents a nearly 9.12% increase from the same period last year.

For the full year of 2021, Amazon generated 80.5 billion in revenue from third-party sellers. This is an impressive feat considering that just a few years ago.

Source: Amazon Q2 Earning Reports

The company’s ability to attract and retain high-quality sellers has been a key driver of its success. In addition, Amazon’s extensive distribution network and world-class customer service have helped to create a loyal customer base.

With e-commerce sales expected to continue to grow in the coming years, Amazon’s third-party seller business is well positioned for continued success.

How Many Active Sellers on Amazon

There are an estimated 1.9 million active sellers on Amazon in 2022, according to amazon latest report.

That’s a startling figure, and it’s only projected to rise as more people turn to Amazon to generate money.

How Much Does Amazon Charge Third Party Sellers

Amazon is a very popular marketplace for third party sellers, but how much does it cost to sell on Amazon?

The fees vary depending on the type of product being sold, but generally range between 8% and 15% of the final sale price.

For example, if you sell a book for $10, Amazon will charge you $0.80-$1.50 in fees. These fees cover the costs of hosting your product on Amazon’s site and processing customer payments and more.

1. In 2021, sales for independent businesses selling on Amazon grew over 50% compared to 2019.

independent businesses selling on Amazon grew over

(Source: Forbes)

During the holiday season in 2021, small and medium-sized businesses in the U.S. sold nearly one billion products in Amazon’s store.

2. About $300 billion of Amazon’s GMV $490 billion is from third-party sellers.

Amazon’s third-party seller services

(Source: Forbes)

Third-party sellers generate 62.2% of Amazon’s gross merchandise value (GMV). Third-party sellers generate more than half of Amazon’s gross sales.

3.15% of the $300 billion sold by third-party sellers are seller fees.

(Source: Forbes)

The Marketplace numbers are hidden in Amazon’s SEC reporting. According to the report, it is estimated that seller fees are 15% of the $300 billion or $45 billion. Fulfillment by Amazon is another 10% and ads are about 15% too.

4. Based on the GMV estimate, Amazon held about a 50% share of the $971.6 billion non-store retail markets in 2020.

(Source: Forbes)

Amazon controls about half of the non-store retail market in the world.

5. In 2021, Amazon’s third-party seller services reached $25 billion accounting for a 38% increase on a year-on-year basis.

(Source: Statista)

As of the second quarter of 2021, Amazon’s net sales generated grew by nearly 38%. Third-party seller services included commissions, fulfillment and shipping fees, and other services related to third-party sellers.

7.In the fourth quarter of 2020, third party service sellers on amazon generated revenue valued at $ 27.33 billion

third party service sellers on amazon generated revenue

(Source: Statista)

According to a survey by Statista, this was the peak period for Amazon third-party sellers.

8. The worldwide value of third-party seller services of Amazon declined in the first quarter of 2021 to 23.71 but rose to 25.09 in the 2nd quarter of 2021.

(Source: Statista)

Amazon’s third-party seller value encountered a slight decline from $27.33 billion in 2020 to $25.09 in the second quarter of 2021.

9. Amazon generated $280.5 billion in revenue in 2019 up from was $232.9 billion in 2018 and $177.9 billion in 2017

(Source: edesk)

Amazon is the largest online retailer in the world. It has continued to experience steady growth in revenue since 2017 to date.

10.Around 50% of all sales on Amazon marketplaces come from third-party sellers.

Amazon marketplaces come from third-party sellers.

(Source: edesk)

 Third-party sellers account for nearly half of all sales in Amazon marketplaces.

11. 3.3 million new sellers have joined Amazon marketplaces worldwide since 2017 January.

new sellers have joined Amazon marketplaces

(Source: edesk)

This statistic shows that new sellers who have joined Amazon since 2017 may translate to 3,718 new sellers every day. Of the new sellers, over a million joined the US marketplace, followed by India with 400,000 new sellers and the UK with around 300,000 new sellers.

12. In the US, more than 300,000 third-party sellers started selling on Amazon in 2017.

(Source: edesk)

In 2017, there were more than three hundred thousand third-party sellers who joined Amazon in the US.

13.  More than 140,000 third-party sellers exceeded $100,000 in annual sales in 2017

(Source: edesk)

Amazon Handmade expanded, offering customers more than one million handcrafted items across all 50 US states and more than 60 countries.

14.  This year (2021) 446,000 sellers have joined the Amazon marketplace.

(Source: Market place pulse)

This means that there is an addition of 446,000 new sellers to the millions of sellers already on Amazon. This addition is equivalent to 1,957 new sellers every day, or 81 every hour, or even one in every minute. At this rate, 714,000 new sellers will have joined Amazon by the end of 2021.

15.  By 2021, the Amazon marketplace has 6.3 million total sellers worldwide.

(Source: Market place pulse)

Of the 6.3 sellers, only 1.5 million were active sellers. The rest no longer have products listed for sale. Most sellers join amazon with expectations of reaping big overnight but lack the persistence to continue growing their businesses.

16.  In the second quarter of 2021, third-party sellers sold 56% of paid units.

(Source: Statista)

Amazon has a very successful online retail platform and a thriving digital marketplace integrated with the main retail shopping experience. This formula has seen Amazon’s net revenues multiply in recent years.

17.  In 2020, the e-commerce giant generated approximately $80.5 billion in third-party seller services.

(Source: Statista)

Last year there was an increase of nearly 50% in third-party sales over the previous year. In the context of the Covid-19, Amazon Prime Day played a particularly decisive role for small and medium-sized businesses around the world, many of which had to turn to online sales overnight to survive.

18.  The top Amazon category in sales is Home and Kitchen at 40% followed by Sports and outdoors at 21%

(Source: Jungle scout)

Home and Kitchen products attract more buyers in Amazon followed by sports and outdoors. Toys, games, beauty, and personal care accrue 19% of sales each.

19.  Average profit margins for most Amazon sellers range between 17 and 26% depending on the category.

(Source: Jungle scout)

Profit margins vary a lot depending on the cost one incurs when sourcing a product and how much the product can be sold.

20.  The most profitable products are computers standing at 28% followed by video games and handmade products at 26% each.

(Source: Jungle scout)

Books are also good at profit-making on Amazon at 25%. Others are App and games, CDs and Vinyl at 24% each, home and kitchen, pet supplies, beauty, and personal care together with kitchen and dining all stand at 23%.  Luggage and travel gear close the pack of the most profitable products on Amazon at 22%.

Final Thought

Third-party sellers are a critical component of Amazon’s overall sales strategy. The facts and statistics presented in this article will provide the top sellers with a competitive advantage over their competitors. This is due to the fact that the data will assist them in determining where to concentrate their efforts in the e-commerce industry. Many vendors in a popular category, such as Home and Kitchen, find a niche with a high volume of sales and concentrate their efforts on it in order to get a piece of the pie.

A careful examination, on the other hand, will show that this specific area is severely oversaturated, with numerous vendors boasting hundreds of ratings and offering very cheap prices. Because many new sellers fail to understand this aspect, they may end up trying to sell an item that cannot compete in an established market.

When selling on Amazon, or any other platform, it is critical to understand where and what customers are purchasing from your competitors. Creating a product in a niche or area where just a small number of people shop is likely to cause you some difficulties.

We hope that the information in this post will help you better understand the Amazon third-party seller industry, allowing you to make informed decisions while starting or growing your Amazon business.









Market place pulse

Jungle scout

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