- 8,235,721 Total sellers
- 2,198,385 Active sellers
- 206,237 with $100,000 in sales
- 50,465 with $500,000 in sales
- 23,172 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 - 2,198,385 sellers currently active selling on the marketplace - but only a few tens of thousands have built a business.
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 on and analyze e-commerce marketplaces.