Every part to Find out about Amazon Market Sellers


Amazon market sellers are numerous, spanning many nations, age teams, and causes for collaborating.

What follows is a abstract of demographic and psychographic knowledge about sellers, relying totally on the Jungle Scout report, “The State of the Amazon Seller 2020,” which was primarily based on interviews in late 2019 with 1,046 skilled Amazon sellers worldwide. Different knowledge is from ecommerce intelligence agency Market Pulse.

Whereas 9.6 million third-party sellers are registered with the Amazon marketplaces, solely 2.6 million are lively, in response to Market Pulse. Promoting on Amazon is the only real earnings supply for 21 p.c of market retailers, however 37 p.c have full-time jobs outdoors of Amazon.


  • Fifty-two p.c of sellers reside within the U.S.; 8 p.c are in China; 7 p.c reside within the U.Okay.; 5 p.c reside in Canada.
  • Many sellers function in a number of Amazon marketplaces. Chinese language sellers are shifting aggressively into marketplaces in Europe in addition to in the USA.
  • California has extra retailers than every other state at 18 p.c of the whole for all sellers, globally.
  • Seventy p.c of market sellers are male.
  • Fifty-seven p.c of sellers are between ages 25 and 44, and 35 p.c are over age 45.
  • Feminine sellers are older than male sellers.
  • Fifty-four p.c of sellers have a bachelor’s diploma, and 23 p.c have a grasp’s diploma.
  • Males spend extra time managing their Amazon enterprise than girls.
  • Most Amazon sellers (57 p.c) dedicate lower than 20 hours per week to managing their Amazon enterprise.
  • Males are extra possible to make use of the personal label enterprise mannequin than girls.
  • House and kitchen items are the preferred product classes for sellers, adopted by (i) toys and video games and (ii) sports activities and outside items.


Sixty-six p.c of respondents use Achievement by Amazon solely, whereas 29 p.c use each FBA and Achievement by Service provider. Six p.c use FBM solely. FBA sellers think about personal label gross sales, whereas FBM retailers primarily resell different manufacturers. FBA sellers spend extra launching their Amazon companies than FBM sellers. Nonetheless, FBM sellers have many extra product listings than FBA sellers.

As of Dec. 2019, FBM sellers have larger revenue margins and larger lifetime income than FBA sellers.

Handmade items have the very best revenue margin, with 28 p.c of those sellers reaching margins above 25 p.c.

Thirty-six p.c of Amazon market retailers have fewer than six merchandise listed. Conversely, 15 p.c have greater than 250 merchandise on the market on {the marketplace}. These retailers are sometimes aggregators who’ve purchased out smaller market sellers.

Monetary Knowledge

In 2020, third-party market retailers offered $295 billion price of merchandise, in response to Market Pulse. Third-party gross sales grew 47.5 p.c, up $95 billion from 2019. Amazon’s personal gross sales (“first-party” gross sales) grew by $45 billion, from $135 billion to $180 billion, a progress of 33.3 p.c.

Revenues and income. Seventy-five p.c of Amazon market sellers earn greater than $1,000 a month in income. Thirty-nine p.c have gross sales in extra of $10,000 a month.

Two-thirds of sellers obtain revenue margins of greater than 10 p.c, and 36 p.c have revenue margins larger than 20 p.c. Solely 8 p.c of sellers acknowledged that they’d not achieved profitability. Sixty-seven p.c of sellers have been worthwhile inside a yr of promoting on {the marketplace}, and 80 p.c have been worthwhile inside two years.

Fifty-nine p.c of survey respondents spent lower than $5,000 to launch their Amazon enterprise, and that features the price of stock, charges, and promotion. Twenty-eight p.c spent lower than $1,000. Nonetheless, 21 p.c devoted greater than $10,000 to start-up prices.

Partnering with Amazon

Survey respondents appear proud of their Amazon relationship, as 92 p.c acknowledged they’d proceed to promote through {the marketplace}. Amazon’s dominance means the trail to profitability is typically simpler than promoting by means of their very own web sites.

Nonetheless, being depending on Amazon entails important threat. Amazon can compete with third-party sellers with its personal personal label manufacturers which might be offered at decrease costs.

Fifty-eight p.c of Jungle Scout survey respondents mentioned that Amazon had made it harder for them to compete of their product class in 2019. Fifty-three p.c complained that Amazon is straight competing with them. An astounding 76 p.c of sellers expressed concern that Amazon would shut down their accounts or listings with out purpose.

However, Amazon dominates ecommerce, and third-party retailers appear keen to tolerate the danger.