We surveyed 181 marketplace sellers representing over $2 billion in combined annual revenue to understand how businesses are actually performing beneath the platform-level data. The results reveal four distinct seller cohorts.
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Amazon remains the dominant U.S. marketplace, with an estimated $300 billion in third-party sales, more than seven times eBay's and roughly 20 times that of the next competitors – Temu, TikTok Shop, and Walmart – who now compete in a tight $15-22 billion range.
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Amazon Haul, Amazon's direct-from-China section for items under $20, has reached over 3,000 sellers since launching in November 2024, establishing itself as a credible competitor to Temu and Shein, though still smaller in scale.
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Walmart's advertising business grew more than twice as fast as Amazon's last year. Amazon generated $68.6 billion in advertising revenue in 2025, growing 22%. Walmart generated $6.4 billion, growing 46%.
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Amazon and Shopify together now account for approximately 50% of U.S. e-commerce. Two models each reached maturity at roughly the same time. U.S. e-commerce has quietly organized itself around both, and the space between them is where every other player is now making its case.
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Fewer than 8,000 sellers now generate half of Amazon's estimated $300 billion in U.S. third-party GMV – roughly 68% of total U.S. sales – representing just 1.6% of the active seller base.
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Amazon and its sellers sold $830 billion worth of goods in 2025, tripling its GMV from $277 billion seven years ago.
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U.S. e-commerce crossed $10 trillion in cumulative sales during Q3 2025, reaching a milestone that reveals something far more significant than the raw figure suggests -- three remarkably consistent growth phases.
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Shopify merchants will pay OpenAI a 4% transaction fee on sales through ChatGPT's checkout feature beginning January 26. At 11 percentage points below Amazon's typical 15% referral fee and without forced advertising spend, the platform offers the potential for organic product discovery at scale.
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Amazon.com registered just 165,000 new sellers in 2025, the lowest annual total since Marketplace Pulse began collecting data in 2015 and down 44% from 2024, continuing Amazon's transformation into an infrastructure for established, well-capitalized operators.
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