Amazon notched double-digit sales in its fiscal Q4 2025 as it announced Amazon Web Services (AWS) agreements with a variety of technology companies.

On an earnings call with investors, CEO Andy Jassy also noted agreements with OpenAI, Perplexity, Adobe, Salesforce and Accenture. He also noted agreements with the U.S. Air Force, BlackRock, the NBA, DoorDash and Visa, among others.

“More of the top 500 U.S. startups use AWS as their primary cloud provider than the next two providers combined,” Jassy claimed. He did not identify his criteria for defining the largest start-ups nor note specific competitors.

Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales.

Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).

AWS and AI upgrades at Amazon

Jassy said Amazon’s artificial intelligence (AI) suite is drawing in AWS customers. However, he said an industry challenge to implementing more AI technology is cost.

“I’ve said this many times, but if we want AI to be used as expansively as companies want, we have to make the cost of inference lower,” Jassy said. “A significant impediment today is the cost of AI chips. Customers are starving for better price performance. And typically, and understandably, the dominant early leaders aren’t in a hurry to make that happen.”

He cited that context as reason for Amazon building its own custom silicon and Trainium processing chips. But the chips aren’t the endpoint, according to Jassy.

“Looking ahead, the primary way companies will get value from AI is with agents, some their own, some from others,” Jassy told investors.

Jassy said Amazon’s agentic AI shopping assistant Rufus, “has rapidly expanded.” In Q4, Amazon noted it had made upgrades and added new features to Rufus. It can research products, track prices and automatically buy from Amazon’s store when it reaches a user’s set price, Jassy said. It can make purchases through Amazon’s agentic commerce feature called Buy for Me.

Jassy said more than 300 million Amazon customers used Rufus in 2025. Customers also used Lens, its AI-powered visual search tool, to find products with phone cameras, screenshots or barcodes. They did so 45% more than in 2024, he added.

Amazon Ads growth in Q4

Amazon has also added AI tools and machine learning to its Ads business, which generated $21.3 billion in revenue during its fiscal Q4 2025. That marked 22% year-over-year growth.

“Sponsored products advertising in our store continues to be our largest ads offering and the combination of trillions of shopping, browsing and streaming signals with advanced AI and machine learning led us to deliver highly relevant and useful ads for customers,” Jassy said.

Amazon has made Prime Video ads available in 16 countries. Jassy said that has contributed “meaningfully” to revenue growth through an average ad-supported audience of 315 million viewers globally, up from 200 million in early 2024.

The company has also announced an AI agent for Amazon Ads. The feature lets brands use AI to create and optimize campaigns at scale, according to Jassy. It also lets them implement campaign targeting and create actionable insights, he said.

“Our creative agent lets advertisers research, brainstorm and generate full funnel ad campaigns from concept to completion using conversational guidance in Amazon’s retail data, transforming what was a week-long process into just hours,” Jassy said.

Amazon sales in Q4 2025

Amazon net sales increased to $213.4 billion in its fiscal Q4 2025, up from $187.8 billion the prior year. That’s 14% year-over-year growth in the quarter that ended Dec. 31, 2025.

As with its full-year 2025, Amazon sales from North America accounted for nearly 59.6% of its Q4 total. They increased 10% year over year to reach $127.1 billion. Internationally, Amazon sales grew 17% to $50.7 billion.

AWS accounted for $35.6 billion in Amazon sales during its Q4 2025, increasing 24% year over year. That was the segment’s fastest year-over-year growth rate in 13 quarters. It was also $2.6 billion more than in Q3 2025.

“On the commerce front, now that Amazon has largely completed its warehousing and logistics revamp, it wants to turn up the dial on distribution in order to scale its grocery business,” Asit Sharma, senior analyst at The Motley Fool, told Digital Commerce 360. “Expanding same day delivery alongside the promotion of Amazon Essentials is aimed at habituating customers to frequent purchases of staples and consumables, in both urban areas and increasingly in Amazon’s expanded rural footprint.”

Sharma said Amazon’s plan to increase its physical-store locations is about brand building but also “finding additional grocery distribution points within proximity to regional fulfillment centers.”

Amazon sales in its fiscal 2025

For its full fiscal year 2025, Amazon net sales reached $716.9 billion. That’s 12% growth from $638.0 billion in 2025.

Of that $716.9 billion, about 59.5% (or $426.3 billion) came from its North America business. That segment’s sales increased 10% year over year. The international segment accounted for $161.9 billion in Amazon sales in 2025, growing 13%. Meanwhile, AWS sales increased 20% year over year to reach $128.7 billion.

All the while, Amazon operating income in 2025 reached $80.0 billion, up from $68.6 billion in 2024. AWS accounted for 57% (or $45.6 billion). It achieved about 14.6% growth over $39.8 billion in 2024 sales.

Operating income from Amazon’s North America segment reached $29.6 billion in 2025. That marked 18.4% growth from $25.0 billion the prior year. Its international segment’s operating income increased about 23.7%, to $4.7 billion in 2025 from $3.8 billion in 2024.

What guided Amazon store sales growth in Q4?

In its fiscal Q4, Amazon expanded its selection to include more than 400 additional beauty and fashion brands in the U.S.

Among the beauty brands were Bobbi Brown Cosmetics, Charlotte Tilbury and Laura Mercier. In fashion, Amazon added Converse, Nike, Michael Kors and The North Face, among others. Nike had announced in 2019 that it would stop selling on Amazon in an effort to increase its direct-to-consumer strategy. A couple years later, that decision had seemed to be working out, according to data in previous Digital Commerce 360 reporting. The recent choice to sell on Amazon again reflects a change in Nike’s digital sales strategy.

Jassy also noted that Amazon Haul, the company’s competitor to Temu and Shein, grew its selection to more than $1 million items under $10. Amazon Haul has also expanded to more than 25 countries and regions, he said.

The company’s Everyday Essentials brand grew “nearly twice as fast as all other categories in the U.S.” in 2025, according to Jassy. It represents a third of units sold on Amazon’s stores, he said. He also noted Amazon’s growth in online grocery sales through its expanded same-day delivery services. Furthermore, Amazon Prime had set a new company record for same- and next-day delivery in 2025.

In the U.S., Amazon delivered nearly 70% more items same-day than in 2024, he said. It also has increased speed for rural customers. Jassy said that helped Amazon double its average monthly customers in rural areas that receive same-day delivery year over year.

Amazon’s focus on delivery speed in 2025

Chief financial officer Brian Olsavsky said U.S. Amazon Prime members received more than 8 billion items for same- or next-day delivery in 2025. That’s 40% growth compared to 2024. Groceries and Everyday Essentials combined for about half of the total items Amazon delivered at those speeds in 2025, Olsavsky said.

Amazon has found that customers shopping its sites for perishable groceries add triple the amount of items to their same-day delivery orders, according to Olsavsky.

“We will continue optimizing inventory placement to drive down distance travel, reduce touches per package and improve package consolidation, as well as launch robotics and automation to increase efficiency and elevate the customer experience,” Olsavsky said.

Jassy added that same-day is Amazon’s fastest-growing delivery offering. Nearly 100 million U.S. customers used it in 2025, according to Jassy. It also has launched “Amazon Now” for delivery in 30 minutes or less in India, Mexico and the United Arab Emirates. Additionally, Amazon is testing the approach in the U.S. and U.K.

“Expanding our same-day delivery coverage also leads to meaningfully later cutoff times for orders, which is a big deal for customers,” Jassy said.

He gave an example that on Christmas Eve 2025, customers in 4,000 U.S. cities were able to order items until mid-day to receive them that same day. Amazon also added a feature in 2025 that allows Prime members to add products to orders after having already checked out. Prime members do not have to pay additional shipping fees in such cases, he said.

Within six months after launching, “add to delivery” makes up about 10% of all Prime volume that Amazon fulfills through its own network each week, according to Jassy.

“While this seems simple on the surface, this feature is supported by a lot of invention where we need to figure out in real time and with incredibly low latency, what items among Amazon’s hundreds of millions of products are available to add to a customer’s upcoming deliveries, surface them, find a way to include in their packages and deliver within the same customer promise,” Jassy said.

Percentage changes may not align exactly with dollar figures due to rounding. Check back for more earnings reports. Here’s last quarter’s update on Amazon sales.