The short answer
Amazon's net sales were $716.9 billion in 2025 and $201.9 billion in Q3 2026. Third-party sellers supply about 61% of units sold and generated $46.5 billion in seller-services revenue for Amazon in Q3 2026 alone. More than 75,000 independent sellers passed $1 million in sales in 2025, while new-seller launches fell to a decade low of 165,000 by Marketplace Pulse's count. FBA fulfillment fees rose an average of $0.08 per unit in January 2026, and from November 2, 2026 sellers in enhanced-safety categories need $1 million of liability coverage at any sales volume. Every figure on this page links to its filing, release or report.
01Marketplace size
From Amazon's quarterly Form 8-K results and its 2025 annual figures.
$716.9B
Amazon net sales, full-year 2025
Up 12% from $638.0 billion in 2024.
Source: Amazon (SEC)
$201.9B
Amazon net sales, Q3 2026
Up 12% from $180.2 billion in Q3 2025. Amazon says growth would have been about 400 basis points higher without Prime Day moving into Q2.
Source: Amazon (SEC)
$200.6B
Amazon net sales, Q2 2026
Up 20%, in the quarter Prime Day moved into.
Source: Amazon (SEC)
13.9%
Amazon operating margin, Q3 2026
Operating income of $28.1 billion, Amazon's highest operating margin on record.
Source: Amazon (SEC)
$240-247B
Amazon's guided net sales range, Q4 2026
Growth of 12% to 16%, with operating income guided to $28.5 billion to $33.5 billion.
Source: Amazon (SEC)
$200B
Amazon's planned capital expenditure, 2026
"About $200 billion" in capital expenditures across the company, per the Q4 2025 release.
Source: Amazon (SEC)
02Third-party sellers
Amazon reports the revenue it earns from sellers (commissions, FBA and related services) and the share of units they supply. The seller-base figures below come from Amazon's own small business report and from Marketplace Pulse.
$46.5B
Third-party seller services revenue, Q3 2026
Up 9% as reported, 10% excluding currency, from $42.5 billion.
Source: Amazon (SEC)
$46.8B
Third-party seller services revenue, Q2 2026
Up 16% from $40.3 billion.
Source: Amazon (SEC)
$52.8B
Third-party seller services revenue, Q4 2025
Up 11% from $47.5 billion. The four reported quarters of 2025 sum to $172.2 billion.
Source: Amazon (SEC)
61%
Third-party sellers' share of worldwide paid units, Q3 2026
The share has sat between 60% and 62% in every quarter since Q3 2024.
Source: Amazon (SEC)
+12%
Worldwide paid unit growth, Q3 2026
After 17% in Q2 2026 and 15% in Q1 2026. Excludes Whole Foods Market.
Source: Amazon (SEC)
75,000+
Independent sellers who passed $1 million in sales in Amazon's store, 2025
Up 36% from 2024, per Amazon.
Source: Amazon
$375,000+
Average annual sales of a US independent seller in Amazon's store, 2025
Nearly 30% higher than in 2024, per Amazon.
Source: Amazon
4.6B+
Items sold by US independent sellers in Amazon's store, 2025
More than 8,900 items a minute.
Source: Amazon Selling Partners
60%+
Share of sales in Amazon's store from independent sellers, per Amazon's 2026 report
Independent sellers employed more than 2 million people in the US in 2025, per Amazon.
Source: Amazon Selling Partners
580M+
Items exported by US independent sellers, 2025
US sellers also created more than 12 million listings with Amazon's generative AI tools.
Source: Amazon Selling Partners
165,000
New sellers who launched a first listing on Amazon.com, 2025
Down 44% from 2024 and the lowest since Marketplace Pulse began tracking in 2015.
Source: Marketplace Pulse
1.65M
Active sellers on Amazon.com, end of 2025 (Marketplace Pulse estimate)
Down from 2.4 million in 2021.
Source: Marketplace Pulse
59.9%
Share of new Amazon.com seller launches based in China, 2025
Down from 62.3% in 2024, per Marketplace Pulse.
Source: Marketplace Pulse
3,287
Sellers on Amazon Haul in the US, March 2026
Marketplace Pulse estimates about $2 billion in annual GMV, against roughly $30 billion in US GMV for Temu.
Source: Marketplace Pulse
03Advertising
The full quarter-by-quarter series and the other retail media networks are on the retail media statistics page. These are the figures a seller needs.
$68.6B
Amazon advertising services revenue, full-year 2025
Up 22% from $56.2 billion in 2024; the four reported quarters sum to the same figure.
Source: Amazon (SEC)
$19.6B
Amazon advertising services revenue, Q3 2026
Up 11% as reported, 12% excluding currency. Amazon guided Q4 2026 to high-teens growth.
Source: Amazon (SEC)
-8%
Cost per impression for advertisers using Amazon Ads Agent, Q2 2026
With 6% lower cost per acquisition, per Amazon. The agent expanded to 11 new countries in 2026.
Source: Amazon (SEC)
04Fees and policy
What changed for US sellers in 2026, from Amazon's own announcements where they exist.
$0.08
Average FBA fulfillment fee increase per unit, effective January 15, 2026
Less than 0.5% of an average item's selling price, per Amazon, with no new FBA fee types in 2026 and no increase in 2025.
Source: Amazon Selling Partners
$0.30
Average Multi-Channel Fulfillment fee increase per unit, January 15, 2026
Buy with Prime fees rose an average of $0.24 per unit on the same date, per Supply Chain Dive's report of Amazon's announcement.
Source: Supply Chain Dive
3.5%
Fuel and logistics surcharge on US and Canada FBA fulfillment fees, from April 17, 2026
Calculated on the fulfillment fee, not the sale price, about $0.17 per unit on average. Applied to Buy with Prime and Multi-Channel Fulfillment from May 2, 2026.
$1M
Liability coverage now required at any sales volume for enhanced-safety categories, from November 2, 2026
Amazon's existing rule requires $1 million per occurrence and in aggregate once monthly gross proceeds pass $10,000. From November 2, 2026 that threshold no longer applies to children's products, cosmetics, ingestibles, lithium batteries and other enhanced-safety categories, and Mainland China-based sellers must buy through the Amazon Insurance Accelerator.
15M+
Counterfeit products Amazon identified and seized worldwide, 2025
Amazon says it has pursued more than 32,000 bad actors since 2020.
Source: Amazon
05Logistics and Prime
Delivery speed is the number Amazon leads with in every quarterly release. In our experience it is also the conversion lever behind the buy box.
13B+
Items delivered same or next day worldwide, 2025
Including more than 8 billion in the US, up more than 30% on 2024.
Source: Amazon
100M
US customers who used Same-Day Delivery, 2025
"Nearly 100 million", with nearly 70% more items delivered same day than in 2024.
Source: Amazon (SEC)
$105B
What Prime members saved on fast, free delivery worldwide, 2025
An average of $550 per member in the US, per Amazon.
Source: Amazon
1.5B+
Items delivered same day or overnight, Q3 2026
Source: Amazon (SEC)
+40%
Growth in items delivered same day or overnight, first half of 2026
"Over 40% more items delivered same-day or overnight" in the first half of 2026, per Amazon.
Source: Amazon (SEC)
06Prime Day and the holiday
Amazon's 2026 event announcements carry dates and country counts rather than dollar results, so the spend figures here are Adobe's measurement of US online spend across all retailers.
June 23-26
Prime Day 2026 dates
Held in 26 countries, 22 of them on June 23 to 26 with Australia, Brazil, India and Japan later in the summer. The first June Prime Day since 2021.
Source: Amazon
400 bps
Effect of the Prime Day shift on Amazon's Q3 2026 growth
"Excluding this shift, third quarter year-over-year growth would have been approximately 400 basis points higher."
Source: Amazon (SEC)
Oct 6-7
Prime Big Deal Days 2026 dates, 48 hours in 22 countries
Source: Amazon
$275.1B
Adobe's forecast for US online holiday sales, November 1 to December 31, 2026
Up 6.7%. Black Friday forecast at $12.9 billion (+9.2%), Cyber Monday $15.1 billion (+6.2%), Cyber Week $47.5 billion (+7.4%).
Source: Adobe
$9.9B
Adobe's forecast for US online spend during Prime Big Deal Days, October 6-7, 2026
Up 9.2%, within a forecast $95.8 billion for October (+8%).
Source: Adobe
07AI shopping
Amazon brought Rufus and Alexa+ together as Alexa for Shopping in May 2026, as noted in its Q2 2026 release. These are the usage figures Amazon has put in its own filings.
300M+
Customers who used Rufus, 2025
Amazon says Rufus helped deliver nearly $12 billion in incremental annualized sales.
Source: Amazon (SEC)
400M+
Customers who used Alexa for Shopping in the twelve months to Q3 2026
Customer interactions up 570% year over year.
Source: Amazon (SEC)
+40%
Spend per order by US users of Alexa for Shopping versus other shoppers, Q2 2026
Active users close to doubled and interactions grew more than 5x year over year in the quarter.
Source: Amazon (SEC)
20%
Shoppers who continue the conversation after interacting with a brand prompt in Rufus, Q1 2026
"Nearly 20%", per Amazon.
Source: Amazon (SEC)
+130%
Adobe's forecast for growth in AI-referred traffic to US retail sites, holiday 2026
Peaking at +159% on Thanksgiving. Measured by shoppers clicking a link from an AI service.
Source: Adobe
Third-party seller services revenue through 2025
What Amazon earns from its sellers, by quarter, as printed in the Q4 2025 release. The seasonal shape is the point: Q4 is the quarter that funds a seller's year, so it's the quarter to price every fee change against.
As reported
Third-party seller services revenue, 2025
US$ billions by quarter, from Amazon's Form 8-K for Q4 2025.
| Period | Value |
|---|---|
| Q1 2025 | $36.5B |
| Q2 2025 | $40.3B |
| Q3 2025 | $42.5B |
| Q4 2025 | $52.8B |
The third-party share, quarter by quarter
The share of units sold by third-party sellers barely moves, which is itself the finding. On units, Amazon's first-party and third-party businesses have grown at about the same rate for two years.
As reported
Third-party sellers' share of worldwide paid units
Percent of paid units, from each quarter's Form 8-K.
| Period | Third-party share of paid units |
|---|---|
| Q3 '24 | 60% |
| Q4 '24 | 62% |
| Q1 '25 | 61% |
| Q2 '25 | 62% |
| Q3 '25 | 62% |
| Q4 '25 | 61% |
| Q1 '26 | 60% |
| Q2 '26 | 61% |
| Q3 '26 | 61% |
How we'd read these numbers
The seller base is shrinking while the sellers who remain get bigger. Marketplace Pulse counts fewer active sellers and the fewest new launches in a decade; Amazon counts more sellers over $1 million and higher average sales. Both are true, and together they describe a marketplace that is consolidating toward established brands with real operations. That cuts two ways for a brand: less noise from one-product sellers on your listings, and more sophisticated competitors in every search result.
Fees moved less in 2026 than the headlines suggested: eight cents a unit, a 3.5% surcharge on the fulfillment fee, and an insurance rule that, in our experience, most established brands already satisfy. The line we watch instead is advertising. Amazon's revenue from ads grew 22% in 2025 and is guided to high-teens growth in Q4 2026, and in our accounts that growth shows up as higher auction prices. It's why we manage to a TACoS target set from real margin rather than to a fee schedule.
AI shopping is no longer a side note. Four hundred million people used Alexa for Shopping in a year, and Amazon says its US users spend over 40% more per order. We'd treat how well a listing answers a question as a conversion variable, which is what the listings and content work is for.
Common questions
How many sellers are on Amazon?
Amazon doesn't publish a count. Marketplace Pulse estimated 1.65 million active sellers on Amazon.com at the end of 2025, down from 2.4 million in 2021, with only 165,000 new sellers launching a first listing in 2025. Amazon's own report says more than 75,000 independent sellers passed $1 million in sales that year.
What share of Amazon's sales come from third-party sellers?
Third-party sellers supplied 61% of worldwide paid units in Q3 2026, and the share has stayed between 60% and 62% every quarter since Q3 2024. Amazon says independent sellers account for more than 60% of sales in its store. Amazon's revenue from those sellers, through commissions and fulfillment, was $46.5 billion in Q3 2026.
How much did Amazon FBA fees go up in 2026?
US FBA fulfillment fees rose by an average of $0.08 per unit on January 15, 2026, which Amazon put at less than 0.5% of an average item's price, with no new fee types. A 3.5% fuel and logistics surcharge on fulfillment fees followed on April 17, 2026, about $0.17 per unit on average.
How often is this page updated?
Every time a new figure is verified, which in practice means after each Amazon quarterly release and whenever Amazon publishes a fee, policy or delivery announcement. The date at the top is the last substantive update, and each figure carries its own source date.
Every source on this page
Everything above is drawn from these documents. Where a figure is ours, the text says so. Spotted an error? Our corrections policy says how we fix it.
- 01Amazon.com Announces Fourth Quarter Results
Amazon (SEC)
- 02Amazon.com Announces Third Quarter Results
Amazon (SEC)
- 03Amazon.com Announces Second Quarter Results
Amazon (SEC)
- 04
- 05Small Business Empowerment Report, impact page
Amazon Selling Partners
- 06Amazon New Seller Numbers Hit Decade Low in 2025
Marketplace Pulse
- 07Amazon Haul Has Over 3,000 Sellers
Marketplace Pulse
- 08Amazon.com, Inc. Form 10-K for fiscal 2025
Amazon (SEC)
- 09Update to U.S. Referral and Fulfillment by Amazon fees for 2026
Amazon Selling Partners
- 10Amazon to raise FBA, MCF, Buy with Prime fulfillment fees in 2026
Supply Chain Dive
- 11Fuel and logistics-related surcharge announcement
Amazon Seller Forums (News_Amazon)
- 12New Commercial Liability Insurance Requirements effective November 2, 2026
Amazon Seller Forums (News_Amazon)
- 13
- 14
- 15
- 16
- 17
- 18Amazon.com Announces First Quarter Results
Amazon (SEC)