How Many sellers are on Amazon 📊 2026

Amazon has 1.65 million active sellers on Amazon.com as of the end of 2025, according to Marketplace Pulse's latest estimate. This represents a significant decline from 2.4 million active sellers in 2021, despite Amazon's third-party gross merchandise value (GMV) continuing to grow to an estimated $305 billion in the US and $575 billion globally.

New seller registrations hit a decade low in 2025, with only 165,000 new accounts created on Amazon.com - the lowest annual total since Marketplace Pulse began tracking this metric in 2015.

However, independent sellers still drive more than 60% of all sales in the Amazon store, with 55,000+ US sellers generating over $1 million in annual sales in 2024 and average annual sales of $290,000+ per US independent seller.

How Many Sellers Are on Amazon in 2026

Here are the most citable, top-level stats right now:

• Active sellers: 1.65 million (Marketplace Pulse estimate).
• Active sellers: 2.4 million (Marketplace Pulse estimate).
• New seller registrations: 165,000 (Marketplace Pulse).
• Share of Amazon store sales from independent sellers: 60%+ (Amazon).
• US independent sellers’ average annual sales: $290,000+ (Amazon).
• US independent sellers with $1M+ in sales): 55,000+ (Amazon). 

Key Stats Table

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Key Trend 1: Amazon’s Seller Base Is Shrinking, but GMV Keeps Growing

Amazon can have fewer active sellers and still grow third-party sales.

Marketplace Pulse reports:

• Active sellers: Fell from 2.4 million in 2021 to 1.65 million by end of 2025 (Amazon.com, estimate).
• Third-party GMV: Estimated at $305B in the US and $575B globally (Marketplace Pulse estimate).

What that typically signals in marketplaces:

• Higher concentration: Larger operators take more share.
• Higher barriers: Ads, fees, compliance, and operational rigor matter more.
• Lower “hobby seller” survival: Casual sellers drop out first.

Key Trend 2: New Seller Growth Hit a Decade Low in 2025

Marketplace Pulse reports 165,000 new Amazon.com seller registrations in 2025, the lowest annual total since it began collecting this data in 2015.

That points to a more mature marketplace:

• More competition: Established sellers defend rankings with ad budgets and operational scale.
• Less experimentation: New sellers face more upfront cost and complexity than in earlier years.

Key Trend 3: Independent Sellers Still Drive Most Amazon Store Sales

Even with intensifying competition, Amazon’s own reporting stays consistent on the big picture:

• More than 60% of sales in the Amazon store come from independent sellers (most are small and medium-sized businesses).

Amazon also reported in its 2024 Small Business Empowerment reporting:

• Average annual sales per US independent seller: $290,000+ (2024).
• Sellers with $1M+ in annual sales: 55,000+ (2024).

If you’re writing about “how many sellers,” these are the numbers that explain why the seller ecosystem still matters economically, even when the active seller count tightens.

Key Trend 4: Chinese Sellers Became the Global Majority

Marketplace Pulse reported that Chinese sellers reached 50.03% of Amazon’s global active seller base in 2025.

It also published estimates that show how this plays out in revenue on Amazon.com:

• US sellers’ estimated third-party GMV: $157B (of $305B).
• China sellers’ estimated third-party GMV: $132B (of $305B).
• Average revenue per seller (Amazon.com): $884,958 for US sellers vs $393,557 for Chinese sellers (estimates).

Use this framing if you want accuracy:

• Seller share: China leads globally by count.
• Revenue share: The split looks more balanced, at least on Amazon.com.

How Many Sellers Are on Amazon in the USA

Amazon does not publish a single official “US seller count” that cleanly matches what most people mean by this question. The strongest US-specific seller reporting Amazon publishes focuses on outcomes, not totals:

• Independent sellers employ 2M+ people in the US supporting their Amazon-selling business (Amazon report).
• 55,000+ US independent sellers generated $1M+ in sales in 2024 (Amazon report).

If you need a count-style metric that behaves like “how many sellers,” Marketplace Pulse’s Amazon.com active seller estimate gives you the most direct trendline:

• Amazon.com active sellers: 1.65M (end of 2025 estimate).

Amazon Sellers by Country

Two country-level angles are most defensible (and most cited):

1) Seller share by country (global)

• Chinese sellers: 50.03% of Amazon’s global active seller base (2025).

2) Revenue distribution by seller origin

• US vs China GMV split: $157B vs $132B (of $305B US third-party GMV).

If you want to add a quick, clean takeaway for a stats post:

• Global seller count leadership: China.
• Amazon.com revenue leadership: US sellers still edge out in estimated GMV.

Amazon Sellers by Category

Jungle Scout’s State of the Amazon Seller 2025 report includes category distribution by “primary category” for:

• US enterprise brands and retailers
• US sellers and SMBs

Category Snapshot Table (Primary Category)

Key Trend 5: Sourcing Shifted Toward the United States

Jungle Scout reports that in 2025, the United States surpassed China as the leading supplier country for Amazon businesses in its survey sample.

Popular Sourcing (Where Amazon Businesses Source Products)

Jungle Scout reports a notable shift in 2025: survey participants say the United States has surpassed China as the leading supplier country, with brands citing rising overseas shipping and manufacturing costs as a driver.

It also quantifies the year-over-year change in sourcing “popularity” (directional trend): U.S. sourcing popularity increased +97% YoY, while China sourcing popularity decreased -30% YoY.

Top countries for sourcing products (by business size)

U.S. enterprise brands and retailers (share of respondents sourcing from each):

• United States: 78%
• China: 42%
• Mexico: 13%
• Vietnam: 12%
• Japan: 10%
• Germany: 10%
• India: 9%
• Italy: 7%
• Belgium: 5%
• South Korea: 5%
• Other: 3%

U.S. sellers and SMBs:

• United States: 55%
• China: 52%
• Germany: 10%
• Japan: 7%
• India: 7%
• Mexico: 7%
• Other: 6%
• Italy: 6%
• Belgium: 6%
• South Korea: 4%
• Vietnam: 3%

Jungle Scout calls out the contrast clearly: SMBs show a relatively balanced preference between U.S. and China (55% vs 52%), while enterprise brands shift more decisively toward U.S. suppliers (78% vs 42%).

Amazon Sellers by Revenue

Amazon publishes a few high-signal revenue benchmarks for US independent sellers:

• Average annual sales: $290,000+ per US independent seller (2024).
• $1M+ sellers: 55,000+ (2024).

Marketplace Pulse also estimates growing revenue concentration even while seller counts fall.

Why This Seller Count Data Matters for Accounting and Bookkeeping

A seller ecosystem this large creates a predictable operational problem: the business can grow faster than the finance workflow.

Common issues scale sellers run into:

• Payout reconciliation: Amazon deposits net payouts while the business needs clean books for sales, refunds, fees, and taxes.
• VAT and sales tax complexity: Multi-jurisdiction selling creates more rules, exceptions, and audit exposure.
• Month-end close delays: Manual spreadsheets and downloads turn into bottlenecks when volume rises.

If you want the cleanest way to operationalize this, Link My Books automates Amazon bookkeeping by syncing sales, fees, refunds, and taxes into Xero or QuickBooks, then supports payout reconciliation so month-end close stops depending on manual reporting. 

Frequently Asked Questions About Amazon Sellers

How many sellers are currently active on Amazon?

As of the end of 2025, Marketplace Pulse estimates there are 1.65 million active sellers on Amazon.com, down from 2.4 million in 2021.

How many new sellers joined Amazon in 2025?

165,000 new sellers registered on Amazon.com in 2025, the lowest annual count in a decade according to Marketplace Pulse data.

What percentage of Amazon sales come from third-party sellers?

Independent third-party sellers account for more than 60% of all sales in the Amazon store, according to Amazon's official reporting.

How many Amazon sellers make over $1 million per year?

More than 55,000 US independent sellers generated over $1 million in annual sales in 2024, based on Amazon's Small Business Empowerment Report.

What is the average revenue for Amazon sellers?

US independent sellers average $290,000+ in annual sales, according to Amazon's 2024 data.

Where are most Amazon sellers located?

Chinese sellers represent 50.03% of Amazon's global active seller base as of 2025, making them the majority by count. However, US sellers still generate higher total revenue on Amazon.com, with an estimated $157 billion in GMV compared to China's $132 billion.

Are the number of Amazon sellers growing or shrinking?

The Amazon seller base is shrinking. Active sellers dropped from 2.4 million in 2021 to 1.65 million

Final Words on the Number of Sellers on Amazon

Amazon does not publish one definitive “seller count,” so the most accurate way to report this in 2026 is to combine a credible estimate of active sellers with Amazon’s own reporting on third-party impact.

Marketplace Pulse estimates Amazon.com ended 2025 with 1.65 million active sellers, down from 2.4 million in 2021, and it reports 165,000 new seller registrations in 2025, a decade low. 

Amazon, meanwhile, reports that independent sellers drive more than 60% of sales in the Amazon store, with 55,000+ sellers doing $1 million+ in annual sales in 2024.

Put together, the numbers point to a marketplace that is still enormous, but less forgiving: fewer active sellers, slower new-seller inflow, and a more professionalized environment where scale, ad discipline, and operational accuracy decide who stays profitable.

If you sell on Amazon, your books shouldn’t depend on manual settlement downloads and spreadsheet cleanups, your Amazon accounting software should help with that.

Link My Books pulls Amazon settlement data and posts clean summaries into Xero or QuickBooks, so you can reconcile payouts faster, stay on top of fees, refunds, and taxes, and close the month without guesswork. 

Get started with Link My Books and see how much time you can save on Amazon bookkeeping.

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