Xin Ou
Research expert covering Greater China
Amazon - statistics & facts
There is a stark difference in the e-commerce industry between the time before and after the rise of Amazon. The international e-commerce behemoth has redefined standards of online retail and shopping services, making the most of the marketplace business model. The steadily increasing sales figures speak for themselves — Amazon hit nearly 717 billion U.S. dollars in net sales revenue worldwide in 2025. Due to its global scope and reach, Amazon is considered one of the most valuable brands worldwide.
Revenue spread across markets and segments
The United States remains Amazon's center of gravity, contributing close to 490 billion dollars of the company's net sales by country, with Germany, the UK, and Japan rounding out its largest international markets. Much of this volume flows through independent merchants. Third-party sellers now account for over 60 percent of all paid units on the platform, a share that has roughly doubled since the mid-2010s. Signature events like Prime Day help drive spikes in activity, with apparel, household essentials, home goods, and health and wellness topping the list of most-purchased categories. The beauty vertical is another growth area, with skincare items accounting for nearly half of Amazon's best-selling beauty and personal care products.
Discount rivals are reshaping the competitive landscape
Despite its dominance in Western markets, Amazon holds roughly 12 percent of global e-commerce GMV, behind Alibaba. Competition is tightening from multiple directions. TikTok Shop has quickly scaled its gross merchandise value, especially in apparel and personal care, while Temu has surged to match Amazon as the top cross-border shopping channel among global digital buyers. On mobile, Amazon Shopping app monthly downloads have pulled back from their 2022 peak, reflecting the rise of discount-focused alternatives. As social commerce and ultra-low-price platforms chip away at its lead, Amazon's ability to keep shoppers locked into its ecosystem through Prime memberships, fast fulfillment, and an expanding product catalog will determine whether it can stay ahead of the pack.
