39 Key Amazon Statistics (2023)

Amazon is one of the most valuable companies in the world today, transforming from an online bookstore into a giant of e-commerce, cloud computing, streaming, and more. 

In this article, we show you some trends, predictions, and statistics that demonstrate how Amazon operates, has changed, and will grow in the future.

Key Takeaways:

  • Second largest online retailer, only beaten by Alibaba
  • More than 200 million Amazon Prime subscribers
  • Amazon Web Services (AWS) is largest provider of cloud services (34% market share) 

General Amazon Statistics

1. The Third $1 Trillion Company

Amazon became the third company in the world to reach the $1 trillion club, joining PetroChina and Apple on September 4th, 2018. It has since been joined by Microsoft, Alphabet (formerly Google), Meta (formerly Facebook), Tesla, and Saudi Aramco. 

2. Sales Reached $514 Billion

2. Sales Reached $514 Billion

The whole gamut of Amazon products and services continues to thrive and grow with net sales revenue for the year, increasing by 9%. 

This is an approximate increase of $44 billion over the previous year and means Amazon’s net sales revenue broke the half-a-trillion dollar barrier for the first time. 

3. Net Income of $–2.7 Billion in 2022

This year Amazon made its first net loss since 2014, losing a shocking $2.7 billion. A large contributing factor to this was a $12.7 billion investment loss made in the electric vehicle company, Rivian.

4. Brand Value is $705.7 Billion

Across all services and products, Amazon’s total brand value increased by a little over 3% to $705.7 billion. 

A 3% increase in brand value would typically be great news for most companies, including Amazon. However, this improvement is nothing compared to the 70% increase the brand received in 2020. 

5. 300 Million Unique Users

With such a huge and dominant position within the e-commerce industry, it may come as some surprise that worldwide, Amazon can count on 300 million unique users. Although this is a very healthy number that continues to grow every year, it’s nowhere near the numbers that companies like Facebook, Google, and Microsoft sites enjoy. 

6. Average User Is 37 Years Old

The majority of the Amazon user base falls within the age bracket of young to middle-aged. This is likely due to a number of reasons, such as this age group having a higher disposable income, more comfort with technology, and seeing Amazon turn from an online bookseller to the online retail giant it is today.

7. Over 350 Million Products Available

From its humble beginnings as an online bookstore, Amazon now offers users the opportunity to buy almost anything they can imagine. As of 2023, users are able to choose from over 353 million products. 

8. More Than 1.5 Million Employees

The number of full-time and part-time employees of Amazon has fallen since its 2021 peak of ~1.6 million. Several reasons that have contributed to the reduction, but the primary reason is the return of in-person shopping following the end of the Covid-19 lockdowns. 

Amazon User Demographics & Behavior

9. U.S. Amazon Users Expected to Reach 204 Million

The United States is where the vast majority of Amazon’s users are located. At the end of 2022, roughly half (150 million) of all registered user accounts were based in the United States. This is expected to rise to a little over 200 million U.S.-based accounts by the finish of 2023. 

10. Three-Quarters of Consumers Check Amazon Reviews

Approximately 75% of consumers report that they use product reviews on Amazon to help them make informed purchasing decisions. This doesn’t mean that the purchase will always be made through Amazon, but it does show that Amazon is considered to be a reliable source of information and is an integral part of consumer culture today.

11. 100,000 Veterans to Be Employed

After initially pledging to employ 25,000 U.S. veterans by 2021, Amazon updated the pledged number to 100,000 by 2024. They updated the number because they smashed through the earlier pledge and were employing more than 40,000 veterans by the end of 2021. 

We shall have to see whether they are able to meet this pledge as construction on a number of facilities has been put on hold due to the changing nature of work following the pandemic.

Amazon Seller Statistics

Third-Party Sellers

12. 68% of Third-Party Sellers Are in the U.S.

12. 68% of Third-Party Sellers Are in the U.S.

Amazon’s largest customer base is located in the U.S. and so are the majority of its third-party sellers as more than two-thirds of them are based in the States. Somewhat surprisingly, the country that holds second place on this list is China, accounting for ~27% of third-party sellers. Rounding out the top five locations is Hong Kong, Canada, and the United Kingdom.

Amazon Prime Statistics

13. Millennials Make Majority of Amazon Prime Users

80% of older millennials (born 1980 – 1989) and 77% of younger millennials (1989-1996) are Amazon Prime subscribers, which makes this generation the most common Prime member. This is most likely because they are the first generation to “grow up” with the Prime service. 

14. 200 Million Prime Customers

Amazon’s subscription loyalty program offers users access to a range of benefits like TV, movie, and music streaming; free and fast shipping; and exclusive discounts. With so much included within Prime, it’s easy to see why Prime subscribers are responsible for a significant portion of Amazon’s overall customer base. 

Amazon Prime Video Statistics

15. Third Most Popular Video Streaming Mobile App

Amazon’s Prime Video service is the third most downloaded on-demand video streaming mobile app, only being beaten by the behemoths, Netflix and Disney+. This popularity has been helped by the development of a number of popular TV series like The Boys and The Power of the Rings.

16. 250 Subscribers by 2027

Despite growing competition within the video-on-demand streaming space, Amazon Prime Video is well-placed to continue growing and is expected to have more than 250 million subscribers worldwide by 2027.

17. $16.6 Billion Content Budget

Amazon reported spending $16.6 billion on TV shows, movies, (and music content) in 2022. This is very close to a third more than a year earlier. This is in part due to large productions such as the The Lord of the Rings spin-off and the purchase of MGM Studios for $8.45 billion.

Amazon Prime Day Statistics

18. Prime Day Sales Reach $12 Billion

Amazon’s yearly two-day sales event generates massive volumes of sales, and 2022 was no different as the company topped $12 billion for the first time. Available exclusively to Amazon Prime members, 2022’s event saved subscribers $1.7 billion.

Amazon Device Statistics

Kindle Statistics

19. 90 Million Kindle Users

The Kindle is the most popular e-book reader in the world, making up 45% of all e-book readers. 2022 saw total Kindle user numbers break through 80 million and experts predict that the number of Kindle users in 2023 will grow to approximately 90 million worldwide. 

Alexa Statistics

20. Alexa-Enabled Devices in More Than 100 Million Households

The Alexa voice assistant is available via numerous devices made by both Amazon themselves and other third parties. This makes it difficult to determine the exact number of devices with Alexa capabilities that have been sold, but most estimates place that number above 100 million worldwide.

21. Alexa Is the Third Most Popular Voice Assistant in the U.S.

While Alexa held the number one spot in the U.S. for many years, today it occupies third place in the voice assistant market. Google Assistant is currently first with estimates suggesting it has around 81 million users, and Apple’s Siri is second with roughly 77 million users. About 72 million Americans use Amazon’s Alexa. 

22. “Customers Ask Alexa” Is Going to Be Important for Sellers

Amazon released its “Customers Ask Alexa” feature in September of 2022. It allows brands to provide answers to common customer questions directly through Alexa-enabled devices in their own voices. Currently only available to a small number of sellers while the feature is tested and refined, it is expected to be rolled out to all registered brands over the next two years.

Echo Statistics

23. Amazon Echo Owned by More Than 20% of American Adults

Amazon’s Echo device caught the attention of American consumers when it was first introduced in early 2014, selling more than 5 million devices in the first two years. Sales have steadily grown each year since. 

Recent surveys show that around 1 in 5 American adults now own some version of the Amazon device, which means there are an estimated 51 million devices in U.S. homes.

24. 130 Million Amazon Echo Units Sold in 2025

The latest analysts predict that new versions of Amazon’s Echo speaker will be released in the next year or two and will help drive fresh sales of the internet-connected devices. Using sales data collected over the entire life span of the product range, experts predict that Amazon will ship over 100 million units for the first time in 2024 and that will increase to 130 million units by 2025.

Fire Statistics

25. 200 Million Fire TV Devices Sold

The Amazon Fire TV brand has grown a lot since the Fire TV stick was first introduced in 2014. The Fire TV brand now includes smart TVs, streaming sticks, soundbars, and cubes, and also has deals with car manufacturers such as Ford and BMW. All this means that Amazon can now report that they have sold more than 200 million devices worldwide. 

Amazon Web Services Statistics

26. 34% Share of the Cloud Market

26. 34% Share of the Cloud Market

Amazon Web Services (AWS) is the leading provider of cloud services with 34% of the total market. For reference, Microsoft Azure and Google Cloud are the service’s closest competitors and they have a combined market share of 29%.

27. AWS Net Sales Grew by $35 Billion

Amazon Web Services is one of Amazon’s strongest revenue generators, making $80 billion in net sales for 2022. That’s more than a $35 billion increase in the space of just two years! 

28. Cloud Services Expected to Grow by 31% in 2023

Increasing demand for automation software and the rapid adoption of remote work means that analysts and experts fully expect the cloud market to grow by a staggering 31% next year. Of course, this will be shared with all the cloud service providers available, but AWS is already the largest player within that space and can expect to receive a significant boost to their overall revenue numbers.

Amazon Acquisitions

29. $1.7 Billion Purchase of Roomba Maker

One of Amazon’s most recent acquisitions (pending approval from shareholders and regulators) is the maker of automated home appliances iRobot for $1.7 billion. Best known for the Roomba floor-cleaning “robot,” iRobot is an industry leader in automated home appliances and Amazon plans to work with them to create more automated products.

30. Paid $3.9 Billion for One Medical

Amazon’s largest purchase of the year was for the digital healthcare provider One Medical, paying $3.9 billion for the business. The acquisition was approved and finalized in February 2023. It’s currently not clear what Amazon plans to do with this acquisition, but analysts believe Amazon may have been interested in One Medical because of its established subscription model.

Amazon Brand & Business Statistics

31. $1.03 Trillion Market Capitalization

31. $1.03 Trillion Market Capitalization

With a $1.03 trillion market capitalization, Amazon is one of the most valuable brands in the world today, currently ranking as the 5th most valuable. Its market cap peaked during the pandemic at $1.88 trillion and has steadily declined to today’s valuation. However, it’s still significantly higher than its pre-pandemic market cap of ~$0.80 trillion.

32. Half of All U.S. E-Commerce Will Go Through Amazon

As of June 2022 (the latest figures available), Amazon was responsible for 37.8% of the entire U.S. e-commerce industry. No other company comes close to Amazon’s dominance, with Walmart’s 6.3% share the second largest. 

Additionally, if trends continue as they generally have up to this point, Amazon is expected to be responsible for 50% of all U.S. e-commerce sales at some point during 2023. 

33. 10.2% of Digital Ad Spending

Amazon’s digital advertising sales generated $37.7 billion of revenue in 2022, an increase of 21% over the previous year’s total of $31.2 billion. Using this data, analysts predict that next year Amazon will account for slightly more than 10% of global ad spending.

34. 62% of Revenue from E-Commerce

Despite its many acquisitions and forays into other industry areas, e-commerce is still Amazon’s largest net revenue contributor. Amazon Web Services was the second largest contributor (13%), then third-party sellers (12%), and subscription services (7%). 

Unusual Amazon Statistics

35. Amazon Employees Can Learn a Language in 14 Countries

Amazon’s Career Choice program gives its employees in 14 countries the opportunity to learn English and local languages through pre-paid classes. More than 130,000 employees have participated in the scheme to date.

36. $2 Billion Amazon Housing Equity Fund

Amazon provides funding, grants, and low-interest loans to help create and preserve low-cost housing throughout the U.S. in conjunction with the nonprofit organization Mary’s Place. Part of the fund is going toward stabilizing property prices for 99 years and building a family shelter inside an office building located within Amazon headquarters in Washington State.

37. 20 Million Relief Items Since 2017

Amazon opened its first disaster relief hub in 2021 to help ensure it could get the most needed relief items to people all over the world as quickly as possible. The hub uses data collected over 4 years and from 95 natural disasters, along with Amazon’s shipping network, to ensure that it has the right items (and enough of them) available to be shipped within hours of a disaster occurring.

38. AmazonSmile Has Donated $500 Million to Charity

AmazonSmile is a program that donates a percentage of eligible sales to a shopper’s chosen charity organization. However, after a decade, the program is to be wound down, as part of a cost-cutting drive meant to combat slowing growth. 

39. 1,863 U.S. Patents Granted

RankCompany20222021% ChangeRank Change
1Samsung Electronics Co Ltd6,2486,364-2%+1
2IBM4,3988,681-49%-1
3TSMC Ltd3,0242,798+8%+1
….13Micron Technology Inc1,9201,789+7%+2
14Amazon Technologies Ltd1,8631,943-4%+0
15Microsoft Technology Licensing LLC1,8152,417-25%-6

Just like all other major technology companies, Amazon spends a good portion of its resources on acquiring patents. These are patents for new products, product iterations, and attempts to protect themselves from patent infringement litigation. Last year, Amazon ranked 14th for the number of U.S. patents granted, receiving 1,863 patents, a 4% reduction from the previous year.

Frequently Asked Questions

Amazon user numbers worldwide are approximately 300 million. The majority of those are located in the United States, the United Kingdom, and Canada.

~1.6 million orders are processed each day. That’s 18.5 orders a second.

Home & Kitchen is the most popular product category, making up 35% of sellers. Beauty & Personal Care is second, with 26% of sellers operating within this category.

There are 9.7 million registered sellers and 1.9 million active sellers.

The U.S. is where the majority of Amazon users are located with around 70% of all registered users.

There are 110 fulfillment centers in the U.S. and 185 across the world.

Amazon employs more than 1.5 million people worldwide.

Sources

In addition to our own research, we’ve also used data from Statista, Catalyst Digital, CPC Strategy, SlideShare, BuiltWith, Feedvisor, New York Times, Marketplace Pulse, Forbes, Visual Capitalist, Macro Trends, Yahoo, Edison Research.

Was This Helpful?

Thanks for your feedback!
  • Noel Griffith

    Noel Griffith is a Co-Founder and the Senior Analyst at SupplyGem. With a deep understanding of online businesses and a distinct passion for the creator economy. Drawing from his experience as a developer and online marketer, Noel is devoted to guiding others toward success in their online endeavors. In addition to his contributions at SupplyGem, he is affiliated with notable organizations such as the Association for Talent Development (ATD) and The Learning Guild.

  • Dr. Angelia Cline, Ed.D.

    Dr. Angelia Cline, Ed.D., has over 20 years of extensive editing expertise and a commendable academic foundation from William Carey University. Besides her position as a Chief Editor for SupplyGem, she is also an Instructional Designer. Dr. Cline manages the Learning Management System (LMS) for a large team, skillfully converting SME knowledge into engaging courses. With over 12 years of teaching experience, she has demonstrated her aptitude across various subjects and educational settings. At William Carey University, Dr. Cline achieved an Ed.D. in Educational Leadership, a Master’s in Teaching of the Gifted and Talented, and another in English Language and Literature. She also secured her BA in English from The University of Southern Mississippi. Her proficiencies range from research and differentiated instruction to educational leadership.