Amazon Market Share Statistics 2026: US E-Commerce Share, GMV and Third-Party Sales
Before you set an Amazon ad budget, it helps to know how big the marketplace really is and who is selling on it. This roundup collects the latest sourced figures on Amazon's share of US e-commerce, its gross merchandise volume, the split between Amazon's own sales and third-party sellers, and how its retail and ad lines grew in Q3 2026, with a link to every source.
Key Takeaways
- Amazon is estimated to hold just over a third of US e-commerce (35.7% in 2025), and together with Shopify-powered stores the two account for roughly half.
- Third-party sellers now move 69% of Amazon's GMV, but their share of units has sat at around 62% for five straight quarters.
- In Q3 2026 Amazon's online stores grew 2%, while third-party seller services grew 9% and advertising 11%, so the marketplace and ad business are growing faster than Amazon's own retail.
- Online shopping keeps taking share from stores: US e-commerce grew 12.2% year over year in Q2 2026, against 6.7% for total retail.
Amazon's Share of US E-Commerce
Amazon does not publish its US market share, so the most cited figures are estimates built from its filings and seller data.
- Amazon sold roughly $440 billion of goods in the US in 2025, an estimated 35.7% of the $1.2 trillion US e-commerce market (Marketplace Pulse).
- Shopify said on its Q4 2025 earnings call that its merchants held a 14% share of US e-commerce, up from 12% a year earlier (Marketplace Pulse).
- Combined, Amazon and Shopify reached about 49.7% of US online sales in 2025, compared with an estimated 43% in 2021 (Marketplace Pulse).
- The US accounted for just over 53% of Amazon's worldwide GMV in 2025 (Marketplace Pulse).
Estimated share of US e-commerce, 2025
Amazon GMV and Third-Party Seller Statistics
Gross merchandise volume counts the value of everything sold on Amazon, whether Amazon or an independent seller is the merchant.
- Amazon's GMV passed $830 billion in 2025: about $255 billion first-party and $575 billion third-party, with both growing at nearly the same 9% rate (Marketplace Pulse).
- Third-party sellers made up 69% of GMV in 2025, up from 60% in 2019 (Marketplace Pulse).
- By units, the third-party share has held at around 62% for five consecutive quarters (Marketplace Pulse).
- More than 8 billion items reached US Prime members the same or next day in 2025, up over 30% year over year (Marketplace Pulse).
- Amazon's Rufus shopping assistant delivered an estimated $12 billion in incremental sales in 2025, according to Marketplace Pulse (Marketplace Pulse).
Amazon GMV by seller type, 2025 (US$ billions, estimated)
With roughly seven of every ten marketplace dollars going through independent sellers, most of the competition for your Sponsored Products placements comes from other brands and resellers, not from Amazon itself. Our Amazon seller statistics break down who those sellers are.
Amazon Q3 2026 Sales by Business Line
Amazon's own filings show which parts of the retail business are growing. Q3 2026 covers July to September and was reported on October 29, 2026.
| Business line | Q3 2025 | Q3 2026 | YoY |
|---|---|---|---|
| Online stores | $67.41B | $68.47B | +2% |
| Third-party seller services | $42.49B | $46.49B | +9% |
| Advertising services | $17.70B | $19.64B | +11% |
| Subscription services | $12.57B | $14.01B | +11% |
| Physical stores | $5.58B | $5.71B | +2% |
Source: Amazon Q3 2026 earnings release, net sales by groups of similar products and services.
- Total net sales rose 12% to $201.9 billion in Q3 2026, from $180.2 billion a year earlier (Amazon).
- North America segment sales grew 6% to $112.9 billion; International grew 5% to $43.1 billion (Amazon).
- Amazon said Prime Day fell mostly in Q2 in 2026 but entirely in Q3 in 2025, and that growth would have been about 400 basis points higher without that shift (Amazon).
- More than 1.5 billion items arrived same-day or overnight for Prime members in the quarter, which Amazon called its fastest Q3 ever (Amazon).
- Amazon expects advertising revenue to grow in the high teens year over year in Q4 2026 (Amazon).
Year-over-year growth by Amazon business line, Q3 2026
For the full picture of Amazon's ad business, see our Amazon advertising statistics.
The US E-Commerce Market Around Amazon
- US retail e-commerce sales were $340.2 billion in Q2 2026 (seasonally adjusted), up 3.8% from Q1 and 12.2% from Q2 2025 (US Census Bureau).
- E-commerce made up 17.1% of total US retail sales in Q2 2026, compared with 17.0% in Q1 2026 (US Census Bureau) and 16.3% a year earlier (PYMNTS).
- Total US retail sales were $1,986.5 billion in Q2 2026, up 6.7% year over year, about half the growth rate of e-commerce (US Census Bureau).
- The Census Bureau's Q3 2026 e-commerce figures are scheduled for release on November 19, 2026 (US Census Bureau).
What These Numbers Mean for Amazon Sellers
The shelf is shared
Third-party sellers hold 69% of GMV, so most of the brands bidding against you are other sellers. Category-level competitor checks matter more than watching Amazon's own listings.
Ads grow faster than retail
Advertising grew 11% while online stores grew 2% in Q3 2026. Expect more sellers chasing the same sponsored placements, and plan bids with that in mind.
Share is not the same as profit
A large market does not guarantee margin. Brands fail on Amazon when ad spend outruns unit economics, a pattern we cover in why Amazon brands fail.
Sources
- Marketplace Pulse, Amazon and Shopify Are Now Half of U.S. E-Commerce (February 19, 2026)
- Marketplace Pulse, Amazon GMV Surpassed $800 Billion in 2025 (February 6, 2026)
- Amazon.com, Amazon.com Announces Third Quarter Results (October 29, 2026)
- US Census Bureau, Quarterly Retail E-Commerce Sales, 2nd Quarter 2026 (August 18, 2026)
- PYMNTS, eCommerce Takes 17.1% of Retail Sales as Online Growth Accelerates (August 18, 2026)
Keep Reading
- Amazon seller statistics 2026
- Amazon advertising statistics 2026
- Why Amazon brands fail
- Amazon PPC management services
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