Amazon continues to be the beating heart of global eCommerce, and as of February 2025, it has amassed an astonishing 9.7 million total sellers, with 1.9 million actively selling products on the platform. Whether you’re an aspiring entrepreneur or an established brand, these numbers highlight the scale and competitive intensity of the Amazon sellers 2025 marketplace.
Growth of the Amazon Marketplace
Since Amazon first opened its Marketplace to third-party sellers in 2000, the landscape has transformed dramatically. What started as a modest addition to its own retail offerings has grown into a global selling powerhouse. Today, third-party sellers on Amazon contribute to over 60% of Amazon’s total sales, showcasing the critical role of independent businesses. The rise of Amazon sellers 2025 confirms this trend is only accelerating.
Amazon Seller Growth Over Recent Years
| Year | Total New Sellers | Active Sellers | Global Share |
|---|---|---|---|
| 2020 | 800,000 | 1.5 million | 33% |
| 2022 | 950,000 | 1.7 million | 35% |
| 2024 | 839,900 | 1.9 million | 38% |
| Feb 2025 | 1,350,500 (est.) | 1.9 million | 39%+ |
The influx of 839,900 new sellers in 2024 alone, averaging 3,700 new accounts per day, underscores Amazon’s enduring allure despite rising competition and increasing costs. These figures illustrate the rapid expansion and fierce competition among Amazon sellers 2025.
Where Are Amazon Sellers Located?
While the U.S. holds the lion’s share of Amazon sellers, countries across Europe, Asia, and the Americas are also making a significant mark. Below is a breakdown of the top countries by active seller count a key part of understanding the global footprint of Amazon sellers 2025:
Active Amazon Sellers by Country (2025)
| Country | Active Sellers | % of Total Active Sellers |
|---|---|---|
| USA | 1,900,000 | 37.82% |
| UK | 281,257 | 9.54% |
| Germany | 244,425 | 8.30% |
| Italy | 216,610 | 7.36% |
| France | 211,859 | 7.19% |
| India | 205,884 | 6.99% |
| Spain | 203,413 | 6.90% |
| Japan | 173,483 | 5.89% |
| Canada | 163,595 | 5.55% |
| Mexico | 51,087 | 1.73% |
| Australia | 24,227 | 0.82% |
| UAE | 20,842 | 0.71% |
| Brazil | 15,605 | 0.53% |
| Turkey | 5,987 | 0.20% |
| Singapore | 1,721 | 0.06% |
(See chart above for a visual breakdown of Amazon sellers 2025)
Performance Metrics of Amazon Sellers
Amazon’s ecosystem is designed to reward agility and data-driven decisions. Here are some performance insights that highlight what success looks like for Amazon sellers 2025:
- 58% of sellers report profitability within their first year
- 52% generate over $1,000 in monthly sales
- 81% self-fund their businesses
- 82% use Amazon FBA to streamline fulfillment
- 47% spend under $500 monthly on advertising
These stats show that smart planning, effective marketing, and understanding buyer behavior are key to standing out among Amazon sellers 2025.
The AI Edge: Automation and Optimization
As AI becomes a fundamental part of online business, 48% of Amazon sellers 2025 now integrate AI tools to streamline processes. From inventory predictions to dynamic pricing and listing optimization, AI is helping sellers save time and improve accuracy in 2025’s hyper-competitive market.
Market Penetration: The Opportunity Ahead
With 180 million Amazon Prime members in the U.S. alone and more than 80% of Americans shopping on the platform, Amazon sellers 2025 have access to an immense audience. Additionally, Amazon’s global expansion has opened doors in markets like:
- UK: 20% of all eCommerce sales
- Germany, France, Italy: Dominant in EU online retail
- India: Booming demand and increasing digital adoption
Emerging markets such as Mexico and Australia are relatively less saturated, offering first-mover advantages to strategic Amazon sellers 2025.
Final Thoughts: Is It Still Worth Selling on Amazon in 2025?
The data speaks volumes. Amazon is not just a retail giant it’s a global economic ecosystem. Despite increased competition, there is still significant room for growth. Amazon sellers 2025 who:
- Invest in research and planning
- Choose smart fulfillment strategies (like FBA)
- Leverage automation and AI
- Stay agile with advertising and budgeting
stand to succeed in one of the world’s most dynamic marketplaces.
In 2025, becoming a seller on Amazon isn’t just a trend it’s a business opportunity with global reach and real profit potential. The success of Amazon sellers 2025 depends on knowledge, tools, and a data-driven mindset.
Want help getting started or scaling? Invest in the right tools, understand the market, and ride the Amazon sellers 2025 wave to eCommerce success.
