What started as an online bookseller in Jeff Bezos parents’ garage has become the biggest online retailer in the world. This is because Amazon has stayed true to its vision to be Earth’s most customer-centric company. 

Guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking, Amazon continues to disrupt multiple industries. In this guide, we explore all there is to know about Amazon. Read on to discover 50+ Amazon Statistics.

Amazon Key Stats

  • Surpassing brands like Apple and Microsoft, Amazon is the most valuable brand in the world as of March 2023.
  • With a market cap of $1.13 trillion, Amazon is the fifth most valuable company by market cap as of April 2023.
  • After a net loss in 2022, Amazon recorded a net profit of $3.2 billion in the first quarter of 2023.
  • As of June 2022, Amazon held 37.8% of the U.S. e-commerce market, making it the leading online retailer in the US.
  • Amazon.com is the most visited e-commerce site in the US and the 14th most visited website in the world.

Amazon Timeline and History

Since its launch in 1995, Amazon has grown into one of the largest companies in the world. The tech giant owns more than 40 subsidiary companies that sell everything from books to organic food to cloud services. Let’s explore the online retailer’s rise to market dominance in the timeline below.

  • 1994 – Amazon is incorporated under the name Cadabra by Jeff Bezos in Bellevue, Washington.
  • 1995 – Bezos updates the company’s name from Cadabra to Amazon, receives $8 million in funding, and starts trading as an online bookseller on 16 July. 
  • 1996 – Amazon is reincorporated in 1996 in Delaware and Amazon’s yearly revenue from just selling books was $15 million.
  • 1997 – Amazon goes public in May, serving more than 1.5 million customers to yield $147.8 million or 838% revenue growth.
  • 1998 – Amazon acquires IMDb and begins international operations.
  • 1999 – Amazon expands into categories like music, video, electronics, and toys. While Jeff Bezos is named Time’s Person of the Year for championing online shopping.
  • 2001 – Amazon survives the dot-com crash.
  • 2002 Amazon pursues Amazon Web Services.
  • 2004 – Amazon acquires Joyo.com a Chinese e-commerce site.
  • 2006 – AWS and The Fulfillment by Amazon program allowing third-party sellers to sell their products are launched.
  • 2005 – Amazon Prime and Amazon Mechanical Turk are launched.
  • 2006 – Amazon launches its Amazon Elastic Compute cloud. 

Amazon Timeline Image

  • 2007 – Amazon launches the e-reader Kindle, payment service Amazon Pay, Amazon Fresh, and Amazon Music.
  • 2008 – Amazon acquires Audible and doubles down on AWS investment despite the recession.
  • 2009 – Amazon acquires Zappos in a $1.2 billion deal.
  • 2011 – Amazon App Store and Instant Video are launched. 
  • 2012 -Amazon acquires Kiva Systems, a robotic company, for $775 million. 
  • 2013Goodreads is acquired and Amazon launches in India.
  • 2014 – Amazon acquires streaming service Twitch and launches Kindle Fire.
  • 2015 – Amazon launches Amazon Business, a platform allowing businesses to save on office supplies and other bulk items.
  • 2016 – Amazon launches Prime worldwide.
  • 2017 – In a $13.4 billion deal, Amazon acquires Whole Foods.
  • 2018 – Amazon launches Amazon Go, a chain of fully automated convenience stores. It also acquires Pillpack to crack the prescription medication market. 
  • 2019 – Amazon celebrates its 25th year anniversary, launches Amazon Care, and strikes a record $1 billion EV deal with Rivian.
  • 2020 Amazon Pharmacy, a full-service online pharmacy offering Prime members transparent pricing and easy refills, is launched.
  • 2021 – Jeff Bezos steps down as CEO and is replaced by Andy Jassy. 
  • 2022 – Amazon abandons Amazon Care and acquires MGM for $8.5 billion to expand its TV and movie offerings through Prime. 
  • 2023 -Amazon acquires One Medical and launches RXpass, a $5 monthly unlimited delivery pass on 60 common generic prescription medications.

Amazon Investment Statistics

A $250,000 investment funded the beginning of Amazon’s journey.

Jeff Bezos received initial start-up capital from his parents. They entrusted $250,000 of their life savings to Bezos, even when he told them there was a 70% chance they would lose their entire investment. 

Jeff Bezos went on to raise a total of $1 million from outside investors.

The investment raised included small checks from 20 local angels, with a check size of between $30,000 and $50,000. Angels included Nick Hanauer, Eric Dillon, and Tom Alberg (of Madrona Venture Group) who also came on board as advisors.

Amazon raised $8 million in a Series A funding round in 1996. 

In its only funding round before going public, Amazon received investment from Kleiner Perkins Caufield & Byers for a 13% stake worth $60 million.

In 1997, Amazon went public with an IPO price of $18.00 per share.

Amazon went public on May 15, 1997, and the IPO price was $18.00 or $0.075, adjusted for 3 stock splits.

On April 27, 1998, Amazon announced a 2-for-1 split of common shares.

yahoo price chart

This came into effect on June 2, 1998, for stockholders of record on May 20, 1998.

On November 19, 1998, Amazon announced a 3-for-1 split of common shares.

This was effective on January 5, 1999, for stockholders of record on December 18, 1998.

On July 21, 1999, Amazon announced a 2-for-1 split of common shares.

This was executed on September 1, 1999, for stockholders of record on August 12, 1999. By December 1999, Amazon’s valuation had surged 50 times its IPO value.

Amazon turned its first profit in 2001.

Following the burst of the dot-com bubble, Amazon defied the odds and posted a profit for the first time.  

Amazon became the second most valuable company in the US in March 2018.

Between 2002 and 2014, Amazon’s share price increased steadily year on year to breach the $400 mark. After 2015, the company’s share price soared as Amazon diversified into AI and cloud computing. Surpassing Alphabet and Microsoft, Amazon stocks surged 81% to hit $1,586.51 per share for a market capitalization of $768 billion.

Amazon’s market cap breached US$1 trillion for the first time in September 2018.

This happened again in early February 2020, after the announcement of positive Q4 2019 results. Amazon’s stock went on to hit a new all-time high of $2,283.22 per share in April 2020, following increased demand brought on by the coronavirus pandemic.

On March 9, 2022, Amazon announced a 20-for-1 split of common shares.

This was executed on June 3, 2022, for stockholders of record on May 27, 2022, and proportionately increased the number of authorized shares of common stock. Bringing the share price from $2,447 a share to around $122 a share.

Amazon sustainability page

Amazon lost more than $1 trillion in market cap in 2022.

Amazon was one of the biggest losers of market cap in 2022. Amazon is the world’s first public company to lose a trillion dollars in market value because of inflation, tightening monetary policies, and a historic stock selloff. Its value fell to around $879 billion in November, from $1.88 trillion in July 2021.

In a post-IPO debt round in January 2023, Amazon raised $8 billion.

According to Amazon, DBS Bank and Mizuho Bank were among the lenders and Toronto Dominion served as the administrative agent for the loan.

As of April 28, 2023, Amazon had a market cap of $1.13T and a share price of $109.82 per share.

This comes as Amazon’s Q1 2023 revenue rose above estimates.

Amazon Business Data

Amazon is headquartered in Seattle, Washington and Arlington, Virginia, US. The tech giant started out as an online retailer and has since branched out into AI, cloud computing, consumer electronics, digital distribution, entertainment, and retailing. 

Amazon operates over 175 fulfillment centers with over 150 million square feet of space.

These centers are responsible for storage and shipping to over 100 countries and regions worldwide. Many centers span the equivalent of 28 football fields and can hold tens of millions of items on any day. Amazon has invested over $30 billion in the fulfillment network and fulfillment technology and continues to do so to better serve its customers.

As of December 31, 2022, Amazon had 611 physical stores in North America and 32 international stores. 

This is down from 672 in North America in 2021, as Amazon closed 68 physical retail locations, including all of its Amazon 4-star, books, and pop-up stores.

Amazon Go store page


Amazon employed 1.46 million people in the US in 2023.

In 2022, Amazon was the second largest employer in the US, with close to 1.5 million employees. This latest figure is down, reflecting layoffs in the first quarter of 2023.

As of Q1 2023, Amazon is number 2 on Fortune magazine’s World’s Most Admired Companies list for the seventh year in a row. 

The annual ranking is determined by surveying top executives and analysts. Companies are evaluated on factors including the quality of their management and products, commitments to social responsibility, and their ability to attract talent.

In Q1 2023, operating expenses increased to $501 billion, from $444.9 billion in 2021 and $363.16 billion in 2020

This represents a 12.62% year-on-year increase in operating costs between 2021 and 2022. Macroeconomic factors such as inflation, increased interest rates, and significant capital market volatility led to increases in Amazon’s operating costs in 2022. Other factors included the return to normal demand volumes, higher fulfillment network costs, increased transportation costs, and wage rates.

Amazon fresh page

As of April 2023, Amazon has acquired over 100 companies. 

Over the years, Amazon has made many profitable acquisitions. Amazon’s largest deals to date include:

  • One Medical ($3.9B, 2023)
  • MGM ($8.5B, 2022)
  • Whole Foods ($13.7B, 2017) 
  • Zappos ($1.2B, 2009)
  • Ring (~$1B, 2018)
  • Twitch ($970M, 2014),
  • Kiva Systems ($775M, 2012)

Amazon has made 123 investments. 

Some of the most recent investments include Gilbane, Inc, which raised $16M. Additionally, Amazon’s cash capital expenditures were $55.4 billion, and $58.3 billion in 2021 and 2022, reflecting Amazon’s continued investments in technology infrastructure, AWS business growth, and additional capacity to support its fulfillment network.

Amazon Product Statistics

Amazon offers merchandise, content purchased for resale, and products offered by third-party sellers. The company also manufactures and sells electronic devices and produces media content, among other things. Amazon groups its products and services as follows:

  • Amazon store
  • Delivery and logistics
  • Devices and services
  • Amazon Web Services
  • Entertainment 
Amazon Portfolio  Products & Services
Amazon Store
  • Amazon.com
  • Amazon Prime 
  • Amazon Music 
  • Amazon Go 
  • Amazon Go Grocery 
  • Amazon Fresh
  • Whole Foods Market 
  • Amazon Style
Delivery and Logistics
  • Amazon Fulfillment 
  • Amazon Air 
  • Last Mile Delivery 
  • Prime Air
Devices and Services
  • Echo
  • Fire Tablet 
  • Kindle 
  • Fire TV 
  • Ring 
  • Blink 
  • Eero    
  • Halo 
  • Luna
Amazon Web Services Over 200 fully featured services for a wide range of technologies, industries, and use cases. 
  • Amazon Games
  • Amazon Music 
  • Amazon Studios 
  • Audible 
  • Prime Gaming 
  • Prime Video 
  • Twitch

Amazon Store Statistics 


With over 2.4 billion visits in March 2023, Amazon.com is the most visited eCommerce site in the US and the 14th most visited website in the world.

In March 2023, the Amazon website had 2.4 billion visits from both desktop and mobile devices. This is down from 2.5 billion in January 2023.

Amazon derives 60% of its sales from third-party sellers.

Of these third-party selling partners, nearly 2 million are small to medium-sized businesses.

As of 2022, over 197 million users accessed the Amazon App.

As of 2022, there are over 197 million monthly active users who use the Amazon App. The Amazon App is one of the most popular shopping apps in the United States, with most users accessing it at least once a month.


Amazon Prime Image

In February 2023, Amazon came first place for value and selection in the American Customer Satisfaction Index (ACSI).

Amazon ranked first for selection, value, and online shopping experience, and second overall across online retail customer satisfaction in the American Customer Satisfaction Index (ACSI), released in February 2023.

The Amazon Associates program has a 35.7% share of the global affiliate market.

Amazon affiliates can earn up to 10% commissions with 35% of affiliates earning more than $20,000 a year.

As of 2022, there were over 42 Amazon Go stores.

Go stores were launched in 2018 as convenience stores. Primarily in the US and the UK, the essence of these stores is that customers do not need to interact with cashiers.

Amazon go store

Amazon Prime

Over 200 million people had a Prime membership in 2022.

Amazon Prime is available in 22 countries and over 200 million people across the world have a Prime subscription. Of these users, over 168 million are from the US. On average, Prime subscribers spend $1,400 per year and in the last quarter of 2022, Amazon’s subscription revenue was up 13%.

Physical Stores

In 2022, net sales from Amazon’s physical stores were almost $19 billion. 

This is up from $17 billion in 2021. Amazon’s physical retail stores include Amazon Fresh grocery stores, Amazon Go, Amazon Books, Amazon 4-Star, and Amazon Pop-up. 

Amazon Style Page

Amazon Music

Amazon Music has a 2023 market share of 8.2%. 

29% of digital music users in the US use Amazon Music. The platform’s user count doubled between 2019 and 2021, as Amazon Prime membership included access to 100 million songs at no additional cost. 

Delivery and Logistics Statistics


Close to 26 million customers ordered items with Same-Day Delivery in Q1 2023, an increase of 50% compared to the previous year.

Amazon continues to deliver on its commitment to offering customers convenient delivery options and a broad selection. 

As of April 2023, Amazon reached 1 billion packages handled by Robin, a robotic system used across Amazon’s operations network in the U.S., Canada, and Europe

Robin robotic systems use smart computer technology to help workers sort and organize customer packages. This makes work easier and safer for them by reducing repetitive tasks.

In 2022, Amazon’s fulfillment expenses grew by 12% compared to the previous year.

Amazon’s fulfillment costs amounted to over $84.3 billion in 2022. 

FBA Amazon page

64% of merchants used the Fulfilled by Amazon (FBA) service in 2022.

More merchants are relying on Amazon’s logistics to fulfill their orders, with over 22% combining this option with their own handling of orders, including storage, shipping, and customer service.

Buy with Prime increased shopper conversion on third-party shopping sites by 25%.

Buy with Prime was launched to help merchants convert more sales and fulfill their shipments hassle-free. All US merchants were added in 2022, and shopper conversion rates on third-party shopping sites have increased in response.

Amazon Air

Amazon Air offers over 110 flights across 70 destinations worldwide. 

Amazon launched Air in the U.S. in 2016, adding over three dozen Boeing freighters to its fleet. The tech giant has invested hundreds of millions of dollars in its air logistics capabilities. In January 2023, India became the third market where Amazon launched its freight service. 

Devices and Services Statistics

Amazon is one of the largest competitors in the Internet of Things market.

With its continued investment in AI, acquisitions, and product offerings, such as Amazon Echo, Alexa, and Ring doorbells, Amazon has positioned itself as a key contender in the industry.

Amazon Echo unit sales stood at 82 million in 2022.

Amazon Echo is the most popular smart hub and in 2025, global sales are estimated to hit 130 million.

Amazon music page

As of April 2023, Amazon has expanded the Ring lineup with new devices. 

Ring Battery Doorbell Plus offers improved HD video and energy-saving features, and the Ring Peephole Cam is an apartment and renter-friendly video doorbell that allows for easy installation over an existing door peephole.

Amazon has surpassed 200 million Fire TV devices sold globally in Q1 2023.

Amazon expanded its TV lineup with the Fire TV 2-Series and new sizes of the Omni QLED Series. Amazon has also launched Amazon-built TVs in Germany, Mexico, and the UK.

Amazon’s Kindle Paperwhite and Kobo Libra 2 were among the most popular e-readers in 2022.

Amazon has sold at least 487 million Kindle books. Amazon’s e-book market share is estimated at 67% and including Kindle Unlimited, Amazon’s market share accounts for 83% of US ebook purchases.

Amazon Entertainment Statistics

Amazon provides access to world-class entertainment through Amazon Originals, Prime Video, Audible, Amazon Games, Twitch, Amazon Music, Prime Gaming, and more. 

Amazon Originals

According to Amazon’s Q1 2023 release, Amazon’s Original Limited series Daisy Jones & The Six debuted at number 1 on Prime Video globally.

Within 24 hours, the show’s soundtrack was also the number 1 selling vinyl on Amazon, and the novel the series is based on also reached number 1 on the Amazon Bestsellers List for all books. 

Amazon also debuted additional Amazon Original films and series, including: 

  • Shotgun Wedding, starring Jennifer Lopez and Josh Duhamel
  • Somebody I Used to Know, directed by Dave Franco
  • The Consultant, starring Christoph Waltz
  • Swarm, from co-creator and executive producer Donald Glover

Amazon Prime Video

As of July 2022, Amazon Prime Video, was the third most downloaded video streaming mobile app, after Netflix and Disney+. 

It currently occupies second place in the growing subscription video-on-demand industry, and although more and more VoD services are entering the market such as Disney+, HBO Max, and Paramount+, the number of Prime Video subscriptions is projected to rise.

Amazon Prime Video had the second-best high-quality original content as of mid-2022, ahead of HBO Max and Disney+. 

Amazon is continuously increasing its selection of TV shows and movies. Prime Video attracted over 100 million viewers worldwide with its first season of The Lord of the Rings. According to Amazon, over 24 billion minutes of the hit series were streamed, driving more Prime sign-ups worldwide during its launch window than any previous Prime Video content. Prime Video also made history as the first streamer to place on Variety’s Top 100 Primetime Telecasts of 2022.

Movies are the most common content type available on Amazon Prime Video

With the acquisition of MGM Studios in 2022, Amazon’s library has increased to include over 4,000 movies and 17,000 TV shows.

Prime Video is expected to have 250 million global subscribers by 2027.

It was estimated that around 200 million people subscribed to Amazon Prime globally as of 2020. As Amazon continues to invest in quality content, this number is expected to grow.

Prime Video

Amazon’s content expenditure is expected to reach $18.4 billion by 2026.

To compete with big players like Netflix, Amazon spends hundreds of millions of dollars on production and marketing expenses for its original series. 


Audible’s market share in the audiobook publishing category wan the US is 63.4% as of 2022.

The Audible platform produces over 10,000 titles a year and accounted for up to 10% of Amazon’s book publishing revenue.


In 2022, Twitch had an average of 2.58 million concurrent viewers.

Twitch breached 140 million unique visitors every month in 2022, and the Twitch App was downloaded over 100 million times. In addition, users watched 22.4 billion hours of content on the platform.

Amazon Web Services Statistics

Through AWS, Amazon serves developers and enterprises of all sizes, including start-ups, government agencies, and academic institutions. AWS covers global cloud-based products, including:

  • Storage
  • Databases
  • Analytics
  • Networking
  • Mobile
  • Developer tools
  • Management tools
  • IoT
  • Security
  • Machine learning
  • Enterprise applications.


On April 27, 2023, Amazon announced plans to open a new AWS region in Malaysia and the launch of a second AWS region in Australia. 

This reflects Amazon’s commitment to expanding AWS’s infrastructure footprint across the world. In addition, Amazon announced the following new commitments and migrations from AWS customers:

  • Southwest Airlines selected AWS as its preferred cloud provider for modernization
  • Zurich Insurance Group is moving its IT infrastructure to AWS
  • BBVA is using AWS to launch new financial solutions
  • Broadridge’s LTX platform migrated its corporate bond e-trading platform to AWS
  • S&P Global announced a strategic collaboration with AWS
  • Snowflake and AWS committed to building joint industry-specific solutions
  • Stripe is running virtually all infrastructure on AWS
  • Westpac expanded its collaboration with AWS
  • T-Mobile is integrating its 5G solutions with AWS
  • Marvell is using AWS to scale its electronic design automation
  • TELUS is collaborating with AWS on a new smart-living solution
  • Iberdrola selected AWS as its preferred cloud provider for digitalization

Amazon Web Services is now a $85 billion per year revenue generator.

According to Amazon, AWS has 96 Availability Zones in 30 geographic regions worldwide and has plans to launch 15 more Availability Zones and five more AWS Regions. AWS continues to deliver new capabilities rapidly – over 3,300 new features and services launched in 2022. It grew 29% year-over-year in 2022 on a $62B revenue base, showing promising results while early in its adoption curve. 

Amazon Sales Statistics

In Q1 of 2023, Amazon recorded a net profit of $3.2 billion.

This comes after Amazon recorded a net loss of $2.7 billion at the end of 2022. 

Product and sales statistics

Amazon splits its revenue into product sales and service sales. Product sales include revenue from the sale of products and related shipping fees and digital media content. Service sales represent third-party seller fees, commissions and any related fulfillment and shipping fees, AWS sales, advertising services, Amazon Prime membership fees, and certain digital content subscriptions.

Net sales in Q1 2023 increased 9% to $127.4 billion in the first quarter compared to $116.4 billion in Q1 2022.

Despite a tough economic outlook and a rocky two years, Amazon has shown promising growth in the first quarter of 2023. The company expects net sales to be between $127.0 billion and $133.0 billion, or to grow between 5% and 10% by the end of 2023.

Amazon’s total sales increased by 9% in 2022.

Amazon’s total sales covering North America, International, and AWS went up from $469.82 billion to $513.98 billion in 2022. Service sales accounted for 57.3% of Amazon’s total net sales, while product sales accounted for 42.7% of Amazon’s total net sales in 2022.

Year Total Revenue (millions) YoY Growth
2012 $61.09
2013 $ 74.45 21.9%
2014 $ 88.98 19.5%
2015 $107,00 20.4%
2016 $135,98 27.2%
2017 $177,86 30.8%
2018 $ 232,88 30.9%
2019 $ 280,52 20.5%
2020 $ 386,06 37.6%
2021 $ 469,82 21.7%
2022 $514,00 9.3%

Segment Sales Statistics

Amazon tracks its revenue through three segments: North America, International, and AWS. Key segment statistics, according to Amazon’s quarterly release on April 27, 2023, include:  

  • North America segment sales increased 11% year-over-year to $76.9 billion.
  • International segment sales increased 1% year-over-year to $29.1 billion, or increased 9% excluding changes in foreign exchange rates.
  • AWS segment sales increased 16% year-over-year to $21.4 billion.

In 2022, North American operations accounted for 61.4% of Amazon’s net sales.

This is slightly up from 60% in 2021

North American sales increased 13% in 2022.

By the end of 2022, sales were up to $315.88 billion, from $279.83 billion in 2021. Sales growth reflects increased unit sales, advertising sales, and subscription services.

In 2022, International operations accounted for 23% of Amazon’s net sales.

This is down from 27% in 2021.

International sales decreased by 8% in 2022.

Amazon’s international sales dipped to $118 billion in 2022, from $127,8 billion in 2021.

AWS sales accounted for 16% of Amazon’s net sales in 2022.

This is up from 13% in 2021.

AWS sales increased 29% in 2022.

The sales growth primarily reflects increased customer usage, partially offset by pricing changes, primarily driven by long-term customer contracts.

Net Sales Total in Billions (2021) Total in Billions (2022) YoY Change
Online stores $222.08 $220.00 -0.936%.
Physical stores $17.08 $18.97 11.06%
Third-party seller services $103.37 $117.72 13.88%.
Subscription services $31.77 $35.22 10.86%.
Advertising services $31.16 $37.74 21.10%
AWS $62.20 $80.10 28.77%
Other $2.18 $4.25 94.95%

Amazon Business drove roughly $35 billion in total sales in 2022.

With over six million active customers, including 96 of the global Fortune 100 companies, Amazon’s one-stop shopping solution for businesses seeking office supplies and more continues to grow.

Amazon’s advertising revenue grew 25% in 2022.

Amazon’s advertising revenue has grown rapidly or 25% year over year even as most large advertising-focused businesses’ growth has slowed over the last several quarters. 


Kindle Store

In 2022, the International consumer segment drove $118 billion of revenue.

The biggest contributors include the UK with a compound annual growth rate (CAGR) of 30%, Germany with 26%, and Japan with 21%. 

Revenue Stream Statistics

As per Amazon’s financial reports, revenue streams are grouped into five major categories, namely:

  • Online stores
  • Physical stores
  • Third-party seller services
  • Subscription services
  • AWS

Online stores accounted for 42% of Amazon’s total revenue in 2022.

Amazon’s most profitable revenue stream, online stores, include product sales and digital media content. Revenue dipped slightly from $222.08 billion in 2021 to $220 billion in 2022.

In 2022, physical stores accounted for 3% of Amazon’s total revenue in 2022.

This figure includes physical product sales and shows positive growth of 11.06% or $17.08 billion in 2021 to $18.97 billion in 2022.

Third-party seller services accounted for 22.9% of total revenue in 2022.

Third-party seller services represent commissions, related fulfillment and shipping fees, plus other services. Revenue went up 15% from $103.37 billion to $117.72 billion.

Fire tv

Amazon’s subscription services accounted for 0.06% of Amazon’s total revenue in 2022.

Amazon subscription services include annual and monthly fees associated with Amazon Prime memberships, digital video, audiobooks, digital music, e-books, and other non-AWS subscription services. This revenue stream saw growth of 10% in 2022.

Advertising services accounted for 0.07% of Amazon’s total revenue in 2022.

Advertising services cover all revenue collected for sales of advertising services to sellers, vendors, publishers, authors, and others, through programs such as sponsored ads, display, and video advertising.

AWS accounted for 15.5% of Amazon’s total revenue in 2022.

Amazon’s third largest profit driver, AWS, saw a 15% increase from $62.20 billion in 2021, to $80.10 billion in 2022.

Other accounted for less than 0.01% of total net sales.

This category includes sales related to other offerings, such as the licensing and distribution of video content, shipping services, and co-branded credit card agreements. Although it contributes a modest amount to total revenues, it experienced the most growth in 2022, going up 94.95% to $4.25 billion from $2.18 billion. 

Amazon Demographics Data

Amazon had over 300 million active customer accounts as of 2022.

According to Similarweb, Amazon.com’s audience is 57.60% male and 42.40% female, with most users falling between the ages of 25 and 34. This makes millennials the site’s largest audience, outpacing boomers by a ratio of two to one.

90% of shoppers use Amazon to check prices.

Besides checking prices, over three-quarters of shoppers use Amazon to discover new products and brands. Half of all shoppers are more willing to buy an unfamiliar brand from Amazon’s store.

Amazon was ranked the second most trusted brand in the US by Morning Consult, 2020.

Over 89% of US buyers agree they would rather buy products from Amazon than other e-commerce sites.


Amazon was ranked fifth on the 2020 American Customer Satisfaction Index.

This reflects Amazon’s ongoing efforts to delight customers in all areas of its operations.

Audible had over 27 million users in 2022.

According to Similarweb, audible’s audience is 51.97% male and 48.03% female and the largest users are between the ages of 25 and 34.

Twitch has over 31 million average daily visitors.

65% of Twitch users are men and over 70% of users are between the ages of 18 and 34.

Amazon Business, Amazon’s B2B e-commerce channel, had over 1 million customer accounts worldwide in 2022.

AWS customers include the 100 largest enrollment education organizations, 55 of the Fortune 100 companies, more than half of the 100 biggest hospital systems, and over 40% of the 100 most populous local governments.

Twitch page

Younger demographics are the most frequent viewers of Amazon’s video content. 

Around 54% of Zoomers and two in three millennials in the US stated they’d watched Amazon Prime Video at least once as of November 2022.

It is speculated that AWS has over 1 million active users, but this number hasn’t been confirmed by Amazon directly.

Enterprise-scale customers make up about 10% of AWS users, and the rest are small and medium-sized businesses.

Kindle Unlimited has 3 million subscribers.

Amazon’s subscription-based book service contributes to the company’s book sales.

Amazon Music has around 82.2 million users. 

Of these users, 48.3 million are US listeners.

Amazon vs Competitor Statistics

Amazon is the fifth most valuable company by market cap as of April 2023.

With a market cap of around $1.13 trillion as of 27 April, Amazon is the fifth most valuable company in the world. The top 5 by market cap stand as follows:

  1. Apple – $2.54 trillion
  2. Microsoft – $2.09 trillion
  3. Saudi Arabian Oil – $1.88 trillion
  4. Alphabet (Google) – $1.35 trillion
  5. Amazon – $1.13 trillion.

As of March 2023, Amazon is the most valuable brand in the world.

Amazon overtook Apple to become the most valuable brand in the world. Apple’s brand value is about $297.5 billion, while Amazon’s is $299.3 billion. 

Brand Value Amazon

As a tech giant, Amazon is among the big-five companies in the US.

Along with Meta, Alphabet, Microsoft, and Apple, Amazon forms part of US tech companies that dominate the industry. The Big Five, MAMAA, or Big Tech, is a stock market term to describe the most prominent technology companies in the country.

As of June 2022, Amazon accounted for 37.8% of the U.S. e-commerce market.

This makes Amazon the leading online retailer in the country. According to Statista, second place was occupied by Walmart’s e-commerce site, which has a 6.3% market share, followed by Apple, with 3.9%.

Amazon owns over 90% market share in five product categories.

This includes:

  • Batteries (97%)
  • Kitchen and dining (94%)
  • Home improvement tools (93%)
  • Golf (92%)
  • Skin care (91%)
Revenue Stream Major Competitors 
Online stores
  • LightInTheBox Holding Co. 
  • Overstock.com
  • Vipshop Holdings Ltd
  • JD.com
  • Wayfair Inc. 
  • Etsy
Physical stores
  • Best Buy
  • Costco
  • Target 
  • Walmart Inc
  • Big Lots
Third-party seller service
  • eBay
Subscription services
  • Netflix
  • Apple 
  • Google
Amazon Web Services (AWS)
  • Oracle
  • Microsoft 
  • IBM
  • Alibaba

The United States is Amazon’s largest market.

The US accounted for $314 billion in revenue in 2021 and $356 billion in 2022. In 2022, this represents an impressive 69.2%. The rest of the world accounted for $69.80 billion of Amazon’s sales. Germany, UK, and Japan come in third, fourth, and fifth, respectively.

Amazon Sustainability Stats

In support of The Climate Pledge, Amazon is committed to achieving net-zero carbon across its operations by 2040. Here are the key steps the company has taken to keep that promise:

As of April 2023, Amazon has now been the biggest corporate buyer of renewable energy for three years running.

The tech giant has set a record for the most renewable energy purchased by a single company in one year. Amazon’s renewable energy portfolio now includes 164 wind and solar farms and 237 rooftop solar projects in 22 countries, totaling over 20 gigawatts of output, an amount of energy that could power 5.3 million US homes. 

Amazon Transportation page

Rivian vans have been used to deliver over 75 million packages in 500 U.S. cities and regions.

As of April 2023, Amazon continues to expand the use of electric delivery vehicles as part of its commitment to reduce its carbon emissions. In the fastest modern commercial electrification program, Amazon invested more than $1 billion in Rivian and ordered 100,000 electric delivery vans from the company in 2019. Amazon started rolling out these electric delivery vans in the summer of 2022 and now has thousands on the road.

Amazon has eliminated over 1 million tons of packaging material since 2015.

Since 2015, Amazon has reduced the weight of outbound packaging per shipment by over 36% and eliminated over 1 million tons of packaging material, or the equivalent of 2 billion shipping boxes.

Amazon Innovation Data

Amazon is driven by a passion for invention across all of its business areas. According to the company’s April 27, 2023, quarterly release Amazon: 

  • Announced new AWS tools that make building with generative artificial intelligence (AI) easy, practical, and cost-effective for organizations of all sizes.
  • Collaborated with Cochlear to help people with hearing loss stream sound from their Amazon smart TVs directly to their Cochlear hearing implants.
  • Plans for Kuiper, its satellite internet service, to be in beta with commercial customers by 2024.
  • Received Zoox’s driverless testing permit from the California Department of Motor Vehicles, marking a key step to commercializing the self-driving robotaxi for the general public.