Amazon 2025: Key Numbers on Revenue, Users and Sellers
Amazon’s place in global e-commerce
E-commerce has moved from niche experiment to the core of global retail, and Amazon sits at the center of that transformation. From an online bookstore in the 1990s to a trillion-dollar conglomerate, Amazon now influences shopping behavior, logistics, cloud computing and digital advertising.
Profitability and net income
Amazon’s net income surged in 2024 to approximately USD 59.25 billion, nearly double the 2023 figure of about USD 30.43 billion — a year-over-year increase of roughly 94.7%. Operating income also climbed, moving from about USD 36.9 billion in 2023 to approximately USD 68.6 billion in 2024. Quarterly data underscore the trend: Q4 2024 net income was around USD 20.0 billion, up from USD 10.6 billion in Q4 2023.
This rebound reflects a mix of improved margins (notably at AWS), stronger North America performance, and greater operational efficiency or a more profitable business mix.
Revenue breakdown by segment
Total net sales for fiscal 2024 were about USD 638.0 billion, an increase of roughly 11% versus 2023. Growth varied across segments:
- North America: ~ USD 387.5 billion (+10%)
- International: ~ USD 142.9 billion (+9%)
- AWS: ~ USD 107.6 billion (+19%)
The online stores segment remains the largest single contributor, with online product sales around USD 247.03 billion in 2024 (close to 39% of total revenue). Advertising, AWS, physical stores and other services make up the remainder.
How many customers use Amazon?
Amazon has over 310 million active users globally. Prime, the paid subscription service, counts around 240–250 million subscribers worldwide in recent estimates, with roughly 180 million Prime members in the U.S. alone. Definitions vary — ‘active’ can mean different things in different datasets — but the broad picture is a massive and sticky user base.
Sellers on the marketplace
There are about 9.7 million registered sellers on Amazon worldwide, with roughly 1.9 million considered active (listing, selling or fulfilling orders). Active sellers are the subset actually driving transactions; the U.S. hosts about 1.1 million active sellers. Over 60% of Amazon’s sales come from third-party sellers, and in 2024 more than 55,000 independent sellers generated over USD 1 million each in sales.
Geographic distribution and demographics
North America is Amazon’s dominant market: about USD 387.5 billion of 2024 revenue (around 61%). International revenue contributed roughly USD 142.9 billion (~22–23%). In terms of users, about 230 million of the 310+ million active customers are in the U.S., and nearly half of global monthly visits to Amazon came from U.S. users in 2024 (~47.5%).
Age-wise, the largest visitor cohort is 25–34 years (~28.8%), followed by 35–44 (~19.6%) and 18–24 (~16.2%). The average user is likely in their early to mid-30s, with some sources estimating an average around 37.
Top product categories and seller opportunities
High-potential categories include electronics accessories, beauty and personal care, home and kitchen, pet supplies and eco-friendly items. Examples of trending or resilient products for sellers are acne patches, gua sha tools, hair growth serums, insulated tumblers, whey protein powders and phone screen protectors.
The practical rules of thumb: prioritize small, lightweight items with repeat-purchase potential and reasonable margins; avoid very bulky, heavily regulated or ultra-commodity products unless you have scale or a unique angle.
Spending and mobile engagement
Average order value (AOV) is roughly USD 52 in normal periods and climbs to about USD 58–60 during major promotions like Prime Day. Category matters: electronics and home improvement usually push AOV well above USD 75, while groceries and beauty commonly fall under USD 50.
Mobile engagement is substantial: the Amazon Shopping app accounted for about 12.8 billion minutes per month, versus roughly 2.4 billion minutes on mobile browsers. That app-led usage underlines the importance of mobile UX, push notifications and app-driven promotions.
What the numbers imply
Amazon’s 2024 results show both scale and momentum: strong revenue growth, a sharp profit rebound, and huge user engagement. For sellers and brands, the platform still offers major reach but also fierce competition; success depends on product selection, margins, listing quality and marketing. For the market at large, Amazon remains a central hub where demographic trends, platform mechanics and global expansion continue to shape consumer behavior.