Amazon Business reached $60 billion in annualized gross sales, up from the $35 billion Amazon disclosed in 2023 and $25 billion in 2021. On Marketplace Pulse estimates it represents roughly 7% of Amazon's $830 billion GMV.
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Ask Amazon's AI assistant for its best recommendation, and it reaches well past the products search rank rewards, often into a part of the catalog most shoppers never scroll to.
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The top 10,000 sellers on Amazon.com turn over at almost precisely the rate they did seven years ago. Holding a top position has become more durable, not less. What has not held is who occupies it.
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The products that win on TikTok Shop are overwhelmingly worn, applied, or consumed. Among the top 1,000 U.S. products by lifetime sales, more than two-thirds of revenue comes from products applied to the body, taken into it, or worn on it -- personal transformation a creator can demonstrate on camera.
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TikTok Shop was built on the promise that anyone can win. Yet early Marketplace Pulse data on nearly 100,000 U.S. TikTok Shop sellers points the other way: the platform has produced a top-heavy seller economy.
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Walmart's U.S. third-party marketplace grew nearly 50% in the first quarter of fiscal 2027, its fastest pace in years. Walmart's marketplace is growing faster now than at almost any point since it opened to international sellers, and it is doing so from a base small enough that the runway remains long.
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U.S. e-commerce grew 9.8% year over year in the first quarter of 2026, nearly double the rate posted in each of the prior four quarters. It was the strongest quarter in over two years, yet weaker than it sounds.
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Amazon's average traffic per active seller climbed 25% in the past year to 3,544 monthly visits, accelerating sharply from the 31% rise the metric posted across the prior four years combined.
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Amazon disclosed in its Q1 earnings call that nearly 20% of shoppers who interact with a sponsored brand prompt in Rufus continue the conversation about that brand while ChatGPT completes its pivot toward the same monetization model Amazon has been building.
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Third-party sellers accounted for 60% of paid units sold on Amazon in Q1 2026, down from 61% in Q4 2025 and 62% the quarter before that. It's the first time the metric has fallen for two consecutive quarters since Amazon began breaking it out in its quarterly reports in 2004.
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