Third party sellers account for 61% of paid units on Amazon, yet the number of active sellers has fallen from 2.4 million in 2021 to about 1.65 million to 1.9 million, depending on the source. This page gathers the published figures on seller counts, new registrations, revenue bands, fulfillment, costs and advertising use, and flags where sources conflict, which is often.

61%of Amazon paid units were third party in Q2 2026 (EcomCrew)
165,000new sellers in 2025, down 44% and a ten year low (AMZ Prep)
100,000+sellers earn more than $1 million a year (AMZ Prep)

Key Takeaways

  • Active sellers fell from 2.4 million in 2021 to about 1.65 million (AMZ Prep) or 1.9 million (SmartScout), while total registered accounts stand at 9.7 million.
  • New seller registrations hit 165,000 in 2025, down 44% from 2024 and the lowest in a decade (AMZ Prep).
  • The top is growing: over 100,000 sellers earn $1 million or more, up from about 60,000 in 2021, and 235 sellers exceed $100 million.
  • 82% of sellers use FBA in some form in 2025, per a SmartScout compilation (SmartScout).
  • Advertising is a top cost concern: 32% of surveyed sellers cite rising ad costs, behind shipping at 38% (Jungle Scout).
How we compiled these statistics. Every figure on this page comes from a published report or platform disclosure including AMZ Prep, SmartScout, Jungle Scout and EcomCrew. Each number links to its original source in the text, and the full list sits under Sources and Further Reading. Page last updated .

How Many Amazon Sellers Are There?

Short answer: Estimates range from about 1.65 million (AMZ Prep) to 1.9 million (SmartScout) active third party sellers at the end of 2025, down from 2.4 million in 2021.

Active Amazon sellers and daily new sellers

YearActive sellersDaily new sellers
20212.4M4,000 plus
20222.2M3,200
20232.0M750
20241.9M600
20251.9M550
Source: SmartScout, which bundles several named sources without mapping each figure to one.
1.65Mactive third party sellers at the end of 2025, down from 2.4M in 2021 (AMZ Prep)
9.7Mtotal registered seller accounts, including dormant and suspended (AMZ Prep)
165,000new sellers in 2025, versus 700,000 plus in 2021 (AMZ Prep)
59.9%of new registrations were China based sellers, per AMZ Prep, with US sellers at 16.3% (AMZ Prep)
37.82%US share of registered sellers (SmartScout)
800,000+brands enrolled in Brand Registry, up 20% year over year (SmartScout)
Data Note

Sources conflict on the active seller count. AMZ Prep says 1.65 million at the end of 2025 while SmartScout says 1.9 million, and the AMZ Prep article also gives conflicting figures elsewhere. AMZ Prep sells fulfillment services, so it has a commercial interest. We show both numbers rather than choosing one.

What Share of Amazon Sales Comes From Third Party Sellers?

Short answer: About 60% of Amazon sales by SmartScout's measure, and 61% of paid units in Q4 2025 and Q2 2026, came from third party sellers.

Third party share of sales, SmartScout

YearThird party share
202157%
202258%
202360%
202460%
202560%
Source: SmartScout. The same page gives 69% of gross merchandise value for 2025, so definitions differ.
61%of paid units were third party in Q4 2025 and Q2 2026 (AMZ Prep, EcomCrew)
62%in Q4 2024 and Q3 2025 (AMZ Prep)
$46.8Bthird party seller services revenue in Q2 2026, up 16% from $40.3B (EcomCrew)
about 15%estimated third party unit growth in Q2 2026 (EcomCrew)
about $575Bthird party GMV in 2025, about 69% of the total (SmartScout)
40.5%Amazon share of US ecommerce in 2025 per Statista, with Walmart at 9.2% (SmartScout)

Seller Revenue Bands and Concentration

100,000+sellers earn $1M or more a year, up from about 60,000 in 2021 (AMZ Prep)
75,000+independent sellers crossed $1M in 2025, up 36% (SmartScout)
235sellers earn $100M or more, versus 50 four years earlier (AMZ Prep)
74%of sellers started with less than $5,000 (SmartScout)
26%list one product, and 77% list fewer than 10, per Jungle Scout via SmartScout (SmartScout)
3median listings per seller, with an average of about 8.3 (SmartScout)

The picture is a shrinking base with a growing top. Fewer new sellers enter, while the largest sellers get larger. That raises the bar for a new brand competing for the same keywords. Our guide to why Amazon brands fail covers how to avoid the common traps.

Fulfillment and Seller Economics

FBA adoption over time

PeriodSellers using FBA
2016 to 201853%
2019 to 202063%
2021 to 202273%
2023 to 202481%
202582%
Source: SmartScout, citing Thunderbit, Red Stag and Novadata. The page text says about 50% in 2019, which conflicts with its own table.
30% to 35%of revenue paid to Amazon in fees, storage and ads by FBA sellers (SmartScout)
15% to 20%typical net margin for FBA sellers
64%of FBA sellers become profitable within 12 months
19%rise in worldwide shipping costs in Q2 2026, to $27.9B (EcomCrew)
$29.6BAmazon fulfillment expense in Q2 2026, up from $26.0B (EcomCrew)
78%of sellers prefer FBA, with 34% using FBM and 22% both, per AMZ Prep with no named study (AMZ Prep)

What Sellers Say Worries Them

Jungle Scout surveyed nearly 1,500 Amazon sellers and businesses in more than 20 countries from January 10 to 27, 2025. The respondents were 42% ecommerce professionals at large brands and retailers, 36% sellers, owners and founders, and 22% resellers, agencies or investors.

Top seller challenges, Jungle Scout 2025 survey (percent of respondents)

Higher shipping costs
38%
Rising cost of goods
34%
Growing advertising expenses
32%
Source: Jungle Scout, State of the Amazon Seller 2025. Nearly 40% of enterprise brands are concerned about profitability this year. Other figures in the report appear only in images and are not used here.

How Many Amazon Sellers Advertise, and How Much Do They Spend?

Short answer: The most recent adoption study, Jungle Scout's from 2021, found 75% of sellers used Amazon PPC; SmartScout's rule of thumb puts category ad spend at 3% to 6% of revenue.

75%of Amazon sellers used Amazon pay per click ads in a Jungle Scout dataset, sample not stated (Jungle Scout, 2021)
79% and 71%of first party vendors and third party sellers used at least one PPC form (Jungle Scout, 2021)
88%of PPC users used Sponsored Products, 43% used Sponsored Brands and 32% used Sponsored Display
44% vs 20%of PPC users versus non users earned over $10,000 a month
26% vs 6%of PPC users versus non users earned over $1M lifetime
25%of sellers did not run PPC, and 78% of them did not market their products at all

This Jungle Scout article dates from April 2021, so use it as history for adoption patterns, not a current share. Current spend data points the same way: ad revenue is growing 26% a year while third party units grow about 15% (EcomCrew).

3% to 6%of revenue as a rule of thumb for category ad spend, per SmartScout, not measured in its dataset (SmartScout)
10% to 15%of revenue as typical ad spend for brands in Darkroom client data (Darkroom)
10% to 15%healthy TACOS for an established seller (EightX)
1.7% to 0.02%range of ad spend share across five SmartScout example brands, from Beachwaver at 1.7% down to THE COMFY at 0.02% (SmartScout)
Data Note

Advertising spend share varies widely, from under 1% to 15% or more of revenue, depending on category, maturity and how much organic rank a product already holds. Read our guides to Amazon advertising cost and ACOS versus TACOS to set a number for your brand.

The Marketplace Around Sellers

$716.9BAmazon net sales in 2025, up 12% (SmartScout)
$213.4BQ4 2025 net sales, up 13.6%
about 600Mproducts on Amazon, about 588M from third parties (SmartScout)
over 86%US share of Amazon web traffic, of about 2.6B monthly visits per Similarweb (SmartScout)
$21.3BAmazon ad revenue in Q4 2025 (EMARKETER)
$19.8BAmazon ad revenue in Q2 2026 (PPC Land)

See our Amazon advertising statistics for how ad revenue splits across formats, and our ACOS and ROAS benchmarks and Sponsored Products data for the cost side. Our write up on the Amazon PPC attribution problem explains why reported ad sales may not match your real lift.

Sources and Further Reading

Every statistic on this page links to its original source. Figures were checked on October 24, 2026. Where sources disagree, we show both and say so.

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