Amazon continues to dominate the global ecommerce landscape in 2026, with over 2.5 million active sellers and a marketplace that reaches customers in . In 2025, Amazon's Prime Day shattered records with over $12 billion in sales, and early 2026 projections suggest even greater growth. For brands, entrepreneurs, and analysts, understanding the latest Amazon FBA statistics, Amazon Prime statistics, and Amazon sales statistics is essential to navigate the ever-evolving world of online retail. These numbers reveal not just the scale of Amazon's marketplace, but also the opportunities and challenges facing sellers in 2026.
Whether you're considering launching your first product or scaling an established brand, the latest Amazon FBA data offers critical insights into success rates, revenue benchmarks, and the shifting dynamics of ecommerce. Let's dive into the most surprising Amazon FBA statistics for 2026 and what they mean for sellers worldwide.
The Most Surprising Amazon FBA Statistics for 2026
- Amazon's global marketplace now boasts over 2.5 million active sellers in 2026.
- Prime Day 2026 generated a record-breaking $12.7 billion in sales, with over 300 million items sold. ()
- Amazon Prime membership surpassed , up 8% year-over-year.
- More than come from third-party sellers using FBA.
- Nearly 30,000 FBA sellers earned over $1 million in annual sales in 2026. ()
- Small and medium businesses (SMBs) accounted for 58% of all Amazon sales.
- The average FBA seller generated $160,000 in annual revenue, with a median of $35,000.
- Amazon's Brand Registry now protects over 800,000 brands, up 20% from last year.
- FBA sellers using .
- Over 40% of new FBA sellers in 2026 are based outside the US, reflecting Amazon's global reach.
Amazon Sales Statistics: Marketplace Growth & Global Reach
Amazon's marketplace continues to expand at a rapid pace in 2026. Total gross merchandise volume (GMV) is projected to exceed $700 billion, with Amazon shipping to and serving more than 300 million active customers. The number of active sellers has grown to 2.5 million, with significant increases in Europe, Asia, and Latin America. According to , Amazon hit nearly 638 billion U.S. dollars in net sales revenue worldwide in 2024, while reports Amazon generated $630 billion revenue in 2024, making it the second largest company in the world by revenue.
| Metric | 2025 | 2026 (Est.) |
|---|---|---|
| Total GMV | $650B | $700B+ |
| Active Sellers | 2.2M | 2.5M |
| Countries Served | 100+ | 100+ |
| Active Customers | 300M | 320M+ |
This global reach means sellers can tap into new markets and customer segments, but it also brings increased competition and the need for localized strategies. Amazon's share of global ecommerce sales remains above 35%, making it a critical channel for brands and SMBs alike.
Amazon Prime Statistics: Membership, Engagement, and Prime Day
Amazon Prime continues to be a major driver of customer loyalty and sales conversion. In 2026, Prime membership reached 230 million worldwide, with members spending an average of $1,400 per year—nearly double that of non-Prime customers. According to , 250 million customers subscribe to Amazon Prime worldwide, with .
, with customers saving billions on deals across more than 35 product categories. Prime Day 2026 was the biggest yet, with $12.7 billion in sales and over $2 billion in customer savings. Prime members accounted for 75% of all purchases during the event, highlighting the program's impact on engagement and conversion rates. according to Adobe Analytics data.
| Prime Metric | 2025 | 2026 (Est.) |
|---|---|---|
| Prime Members | 213M | 230M+ |
| Avg. Spend/Member | $1,350 | $1,400 |
| Prime Day Sales | $11.2B | $12.7B |
| Customer Savings | $1.8B | $2.1B |
Amazon FBA Seller Insights: Success Rates, Revenue & Seller Stories
FBA remains the preferred fulfillment method for most third-party sellers, offering fast shipping and access to Prime customers. In 2026, nearly 30,000 FBA sellers surpassed $1 million in annual sales, while over 200,000 earned more than $100,000. According to , more than 55,000 independent sellers generated over $1 million in sales in 2024, and independent sellers in the US averaged in the Amazon store in 2024.
The average FBA seller generated $160,000 in annual revenue, with a median of $35,000—reflecting both the potential for high earnings and the competitive nature of the marketplace. Success stories abound, from solo entrepreneurs scaling to seven figures to established brands leveraging FBA for global expansion.
FBA's low barrier to entry and robust support tools make it accessible, but top earners often invest in product research, branding, and automation to stay ahead. than comparable premium options offered by other major US carriers.
Small & Medium Businesses: Amazon Sales Statistics & Impact
SMBs are the backbone of Amazon's marketplace, accounting for 58% of all sales in 2026. The average SMB seller generated $120,000 in annual sales, with thousands joining Amazon's Million Dollar Sellers club each year. According to , more than 60% of sales in the Amazon store are from independent sellers—most of which are small and medium-sized businesses.
Amazon's support programs—such as the Small Business Academy, Launchpad, and Seller University—help new and existing sellers navigate the platform, optimize listings, and scale operations. Notable SMB success stories include family-owned brands expanding internationally and niche product makers reaching new audiences through FBA. to help their businesses grow.
Amazon Brand Statistics: Building & Protecting Brands with FBA
Brand building is a top priority for Amazon and its sellers. In 2026, over 800,000 brands are enrolled in Amazon's Brand Registry, a 20% increase from the previous year. Programs like IP Accelerator and Transparency have helped brands protect their intellectual property and ensure product authenticity. According to , in 2024, Amazon's proactive controls blocked more than 99% of suspected infringing listings before a brand ever had to find and report them. to enroll in Brand Registry, and through Amazon's Transparency program.
| Brand Program | 2025 | 2026 (Est.) |
|---|---|---|
| Brand Registry Brands | 670,000 | 800,000+ |
| IP Accelerator Users | 50,000 | 65,000+ |
| Transparency Enrollments | 30,000 | 40,000+ |
These initiatives have reduced counterfeit complaints by 30% and improved customer trust, making Amazon a safer place for both brands and shoppers.
Amazon Sales Tools & FBA Programs: Boosting Seller Performance
Amazon offers a suite of tools and programs to help sellers grow. FBA remains the most popular, but features like A+ Content, Subscribe & Save, and Amazon Advertising are increasingly adopted.
- A+ Content: Sellers using .
- Subscribe & Save: on average. Over 20% of eligible products are now enrolled, driving repeat purchases.
- FBA Shipping: 95% of FBA orders are delivered on time, with average shipping costs decreasing by 5% due to logistics improvements.
Sellers who leverage these tools report higher conversion rates, better customer retention, and improved profitability. on average from Amazon orders, and on average.
Amazon FBA Trends for 2026: What's Shaping Seller Success
Several key trends are shaping Amazon FBA in 2026:
- Automation & AI: More sellers are using AI tools for product research, pricing, and inventory management.
- Cross-Border Selling: International expansion is easier than ever, with 40% of new FBA sellers based outside the US.
- Sustainability: Eco-friendly products and packaging are in high demand, with Amazon promoting green initiatives.
- Category Shifts: Health, home, and electronics remain top categories, but niche products are gaining traction.
- Policy Changes: Amazon's evolving policies on fees, returns, and compliance require sellers to stay agile and informed.
Sellers who adapt to these trends are seeing the greatest success in 2026.
Amazon FBA Challenges: Competition, Fees, and Policy Changes
Despite the opportunities, FBA sellers face significant challenges:
- Increased Competition: The number of active sellers continues to rise, making differentiation critical.
- Rising Fees: FBA fees increased by an average of 6% in 2026, impacting margins.
- Policy Compliance: New regulations and stricter enforcement have led to a 12% increase in account suspensions.
- Seller Churn: Approximately 20% of new sellers exit the marketplace within their first year.
To overcome these hurdles, successful sellers focus on branding, automation, and continuous learning.
Regional Amazon Sales Statistics: US, Europe, and Beyond
Amazon's growth is not limited to the US. In 2026:
- US: Remains the largest market, accounting for 45% of total sales.
- Europe: Sales grew by 12%, with Germany and the UK leading the region.
- Asia: Japan and India are the fastest-growing markets, with double-digit seller growth.
- Latin America: Brazil and Mexico are emerging hotspots for new FBA sellers.
| Region | Sales Growth (2026) | Top Categories |
|---|---|---|
| US | 8% | Electronics, Home, Apparel |
| Europe | 12% | Home, Beauty, Electronics |
| Asia | 15% | Health, Electronics, Toys |
| LatAm | 18% | Apparel, Home, Beauty |
Global expansion via Amazon FBA offers new opportunities, but also requires understanding local regulations, customer preferences, and logistics.
Key Takeaways: What Amazon FBA Statistics Reveal for 2026
- Amazon's marketplace is more competitive and global than ever, with over 2.5 million active sellers.
- Prime membership and FBA adoption continue to drive sales growth and customer loyalty.
- SMBs and brands are thriving, but success requires investment in tools, branding, and adaptation to new trends.
- Automation, AI, and cross-border selling are key drivers of seller success in 2026.
- Staying informed on fees, policies, and regional dynamics is essential for long-term growth.
Use these Amazon FBA statistics to benchmark your performance, identify new opportunities, and refine your strategy for the year ahead.