Amazon customers
At Amazon, we always start with the customer. We partner with sellers to provide them with an amazing shopping experience.
- In 2023, Amazon was ranked the most trusted brand by US consumers.
- Amazon ships to customers in more than 100 countries and regions.
Independent sellers
Independent sellers improve product selection, prices, and the overall customer experience. While each seller story is unique, our goal is always the same: support seller growth and success.
- More than 60% of sales in the Amazon store are from independent sellers—most of which are small and medium-sized businesses.
- Independent sellers in the US averaged more than $375,000 in annual sales in Amazon’s store in 2025.
- More than 75,000 independent sellers surpassed $1 million in sales in 2025.
- Over 11,000 US-based independent sellers grew their sales by more than 10X in 2025.
Brands in the Amazon store
Thinking about launching a brand with Amazon? Brands help customers identify new products and can be a great way to grow your business.
- In 2024, Amazon’s proactive controls blocked more than 99% of suspected infringing listings before a brand ever had to find and report them.
- Amazon’s IP Accelerator has helped more than 33,000 brands obtain trademark protection through a network of trusted IP law firms.
- More than 2.5 billion product units have been verified as genuine through Amazon’s Transparency program.
I’ve actually been really impressed—and kind of surprised, quite frankly—at how much Amazon has helped us build the brand; not just on Amazon, but outside of Amazon.
Prime Day
We’re excited to celebrate Prime Day each year and offer resources and guidance so sellers can maximize the opportunity.
- Prime Day 2025 was Amazon’s biggest Prime Day event ever, with customers saving billions on deals across more than 35 product categories.
- Independent sellers achieved record sales and a record number of items sold during Prime Day 2025.
Amazon tools, programs, and services
Our selling plans come with a package of tools and services that sellers use to launch, manage, and grow their businesses. We also offer optional tools and programs to transform the selling experience.
- Shipping with Fulfillment by Amazon (FBA) costs 70% less per unit than comparable premium options offered by other major US carriers.
- Subscribe & Save products with a 10%-15% discount can drive up to a 1.8x increase in sales conversion on average.
- Basic A+ Content can encourage repeat purchases and increase sales by up to 8%.
- In 2025, Amazon helped US-based small businesses get more than $1 billion in financing. Learn more about Amazon Lending
- Sellers who purchased shipping labels through Veeqo saw 20% fewer late deliveries on average from Amazon orders.
- On average, Buy with Prime increases the chance of an off-Amazon customer purchase by 25%.
We realized we needed a new customer channel, and we needed some logistical support that was a lot more robust than what we had.
Ready to sell with Amazon?
● Find profitable product ideas
● Build an online store
● Source products
● Fulfill orders
● Get product reviews
*A Professional selling plan is $39.99 a month + selling fees. Learn more
12025 Amazon Small Business Empowerment Report
