Millions of small and medium-sized businesses from around the world are selling on Amazon. The Amazon marketplace size is often described as "there are currently more than 2 million sellers on Amazon worldwide.” The 2 million figure has become common speech. But not only is the marketplace bigger in terms of the number of sellers, it also has better metrics to benchmark its economy.
Sellers with $1 million in sales
Sellers with $100,000 in sales
Sellers with products for sale
Every year more than a million new sellers join Amazon - so far this year 141,945 sellers have already joined - however less than 10% of the currently active sellers were able to achieve $100,000 in yearly sales, and only 1% achieved $1 million in sales. Marketplaces tend to exhibit power law distribution, the observation that a large portion of sales on a marketplace is generated by a small fraction of its sellers population. These top sellers on Amazon are responsible for the majority of the overall volume on the marketplace.
- 6,000,000 All sellers including inactive
- 2,500,000 Active sellers with products for sale
- 200,000 Sellers with $100,000 in sales
- 50,000 Sellers with $500,000 in sales
- 24,000 Sellers with $1 million in sales
This is the Amazon marketplace funnel. Millions of sellers at the top, only tens of thousands at the bottom. There are millions of sellers with products listed for sale - more than 2.5 million sellers currently active selling on the marketplace - but only a few tens of thousands have built a business.
So far this year 141,945 sellers joined all Amazon marketplaces. This equals to 2,896 new sellers every day, or 120 every hour, or even 2 every minute. At the current rate 1,057,040 new sellers will have joined Amazon by the end of the year.
This is adding to the millions of sellers already on the marketplace, and was mostly contributed to by 36,474 new sellers in Amazon.com, 18,035 new sellers in Amazon.in, and 13,250 new sellers in Amazon.de. Although few of them will ever become active - many sellers end up never listing even a single product.
Amazon.cn with 3,610 new sellers since the start of the year is growing fastest relative to the marketplace size. While Amazon.com has added the highest number of sellers it is also the largest marketplace. Amazon.cn on the other hand is relatively small, much smaller than Amazon.com. Amazon.cn is followed by Amazon.com.tr, and Amazon.com.br.
With every 10x increase in sales volume there are exponentially less sellers who have achieved it. Estimated 50,465 small and medium-sized businesses exceeded $500,000 in sales in Amazon's marketplaces worldwide, and estimated 206,237 surpassed $100,000 in sales. The number of small and medium-sized businesses eclipsing $1 million in sales in Amazon's marketplaces worldwide reached estimated 23,172.
During the last three years the number of sellers in each sales segment has grown 20-40%. For example, in 2016 there were 100,000 sellers with $100,000 or more in sales, which then increased to 140,000 in 2017, and was 200,000 in 2018. It has almost tripled from 2015 when only 70,000 sellers have reached the milestone.
This report was updated on . All metrics mentioned are calculated by our technology platform allowing us to collect data and analyze e-commerce marketplaces.