In the 12 months ended May 31, Amazon’s marketplace sellers averaged $160,000 in annual sales, compared with $100,000 in the same period a year prior, Amazon reports. Additionally, more than 450,000 sellers worldwide used Fulfillment by Amazon in the last year. Inc.’s U.S. marketplace sellers sold 3.4 billion products in the 12 months ended May 31, up 25.9% year over year, the retail giant announced this week in its 2020 Small Business Impact Report. The report details facts about its sellers, Alexa app developers and other small businesses it works with.

Since the coronavirus pandemic became a national emergency in the U.S. in mid-March, marketplace sellers hit “record sales,” Amazon reports. While the company didn’t specify U.S. sales figures, it did say marketplace products account for more than 50% of all units sold on Amazon, and marketplace sales continue to outpace first-party sales. (First-party items are inventory owned by Amazon, including its private-label goods and products Amazon purchased from retailers and brands.)

Its U.S. sellers averaged $160,000 in annual sales in the 12 months ended May 31, up from $100,000 in the same period in 2019. Additionally, the number of U.S. sellers generating $1 million in sales over that period grew by more than 20%, the company says.

More than 2 million small businesses, including marketplace sellers, content creators (authors) and developers sell on Amazon’s site or use the company’s services. Amazon did not specify how many retailers and brands sell on its marketplace, but in its 2018 Small Business Impact report it said more than 1 million U.S. sellers sold on Amazon.

In the 12 months ended May 31, Amazon also reports:

  • More than 450,000 sellers worldwide on used Fulfillment by Amazon, and their sales grew by 34%.
  • U.S. sellers generated more than $3.1 billion in sales from consumers outside the U.S., up from $2.4 billion a year ago.
  • Marketplace sales from Amazon Business were more than $7 billion.

Amazon’s gross merchandise value, counting the sale of its own products and marketplace products on its 14 worldwide ecommerce sites, totaled $340.4 billion in 2019, up 22.9% from $277.0 billion in 2018, Digital Commerce 360 estimates. Over the course of a decade from 2010 to 2019, Amazon’s global GMV increased by a compound annual growth rate of 31.2%.

U.S. GMV increased by a compound annual growth rate of 37.1% over the same period. By 2019, Amazon’s GMV accounted for 37.3% of U.S. online retail sales and 59.7% of its growth, Digital Commerce 360 estimates.

Sales by third-party marketplace sellers make up an increasing portion of Amazon’s worldwide sales, growing to an estimated 60% of GMV in 2019 from 58% a year earlier and 34% in 2010.

When looking at the percentage of units sold, Amazon reports 52% of items sold on its sites were from marketplace sellers in Q4 2019, up from 47% in Q4 2015.


Amazon’s dominant position was evident when the pandemic began in the United States. Amazon’s sales of such essential items as batteries and aspirin more than doubled in the first 2 weeks of March as millions of consumers turned to the leading e-retailer rather than risk going to physical stores.

Marketplace sellers benefited from the bump in consumers shopping on Amazon. 64% of the 118 retailers surveyed by Digital Commerce 360 in May 2020 say their sales grew on the Amazon Marketplace during the COVID-19 crisis. Of the 64%, 22% have experienced “significant growth.”

Between March 1 and April 30, visits on were up 17.1% during the two month period to 83.96 million visits, according to traffic data from SimilarWeb. During the same period in 2019, traffic remained steady at 69 million.

When looking at traffic by month, the highest year-over-year growth was in April, according to SimilarWeb data. Average visits in April grew 16.3%, higher than the 14.8% growth in May. In March, average visits were up only 1.8%, which makes sense considering the pandemic and official stay-at-home orders didn’t begin until midway through March.


Amazon is No. 3 in the Digital Commerce 360 Online Marketplaces database, which ranks the 100 largest global marketplaces.