Amazon Statistics (2022-2023): Brand Value, Market Share, & Product Supply

Amazon is the biggest online marketplace that offers its services in 100+ countries. The company’s growth is never-ending, and it’s one of the most valuable brands in the world. But, is it a good place for you to start your online retail business or should you go somewhere else? We’ll go over some of the most interesting stats and facts to show you what you can expect from Amazon today.

Amazon went from an online bookstore to one of the most valuable brands in the world, selling pretty much every product imaginable. It’s no secret how much the marketplace pays off to Jeff Bezos, but what about sellers? Is Amazon still the king, or should you, as a web retailer, seek out alternative routes to reach your customers?

In this article, we’ll share with you some of the most interesting, up-to-date stats about Amazon that will help you better understand the state of Amazon and its effect on online sellers today. Let’s jump into it.

Amazon Stats You Need to Know

Amazon Is the Third-Most Valuable Brand in the World And It Keeps Rising

As of 2022, only Apple and Google managed to beat Amazon in terms of value. The online marketplace managed to leave behind the likes of Microsoft and Facebook (now Meta).

Graph showing most valuable brands

In terms of competing marketplaces, the only competitor that cracked into the top 10 is Alibaba, coming in at number 9. It’s interesting to note that technology-based brands dominate the list, with the likes of Apple, Google, Microsoft, and Tencent all being in the top five. Aside from Amazon that breaks the mold, other notable exceptions include McDonald’s, valued at $196.5 billion, and Louis Vuitton, with a brand value of just above $124 billion.

Amazon Market Cap Value

According to Statista, Amazon has a market cap of over $1 trillion, three times as much as the second-place Alibaba, which caps at $304 billion. This makes the U.S.-based company by far the largest magnet of capital and, therefore, buyers.

Amazon Brand Value

This probably won’t come as a surprise, but to maintain the top spots in terms of brand value, the value must grow as others catch up. That’s exactly what Amazon does. In 2018, the valuation started picking up steam, and we saw a significant increase in 2021. As of 2022, Amazon’s brand is worth just over $705 billion.

Graph showing Amazon brand value

Amazon Sales Statistics 

The rise in brand value doesn’t come alone. Sales on the platform are at an all-time high, and they have been rising steadily for years. From 2015 onwards, the net sales rose at a much faster rate than before, peaking at $513.98 billion in 2022.

Graph showing Amazon net sales

Additionally, Amazon acquires other businesses to put them under the same company and increase its value that way. Eleven of its acquisitions went for a price of $500 million or more, with the purchase of Whole Foods being its most expensive acquisition at $13.7 billion. Check out their top acquisitions:

Company Acquired by AmazonYear of AcquisitionPrice
Whole Foods2017$13.7 billion
Metro-Goldwyn-Mayer2021$8.45 billion
One Medical2022$3.9 billion
Zoox2020$1.3 billion
Zappos2009$1.2 billion
Ring2018$1.2 billion
Pillpack2018$1 billion
Twitch2014$970 million
Kiva Systems2012$775 million
Souq.com2017$580 million
Quidsi2011$500 million

MORE: How to sell on Amazon in 2023.

Amazon Takes Out Thousands of Patents Each Year

One of the main aspects of Amazon’s success is its own fulfillment network. Online retailers can partner up with the platform to use their fulfillment facilities and prepare their products for consumers quicker and with less hassle.

However, this is not where Amazon stops. The company creates products itself and places them at the top of search results. One of the stumbling blocks of making it big on Amazon is the fact that the platform, while being a marketplace, is simultaneously your biggest competitor.

The U.S. Patent and Trademark Office (USPTO) granted the company over 2,000 patents in each of the last five years.

Graph showing the number of patents granted to Amazon

Weirdly enough, that doesn’t put it even close to being the company with the most patents granted in the United States. According to Statista, in 2020 and 2021, the list of most assigned patents by company looks like this:

#CompanyNumber of Patents in 2020Number of Patents in 2021
1International Business Machines Corp9,1308,682
2Samsung Electronics Co Ltd6,4156,366
3Canon Inc3,2253,021
4Taiwan Semiconductor Manufacturing Co TSMC Ltd2,8332,798
5Huawei Technologies Co Ltd2,7612,770
6Intel Corp2,8672,615
7Apple Inc2,7912,541
8LG Electronics Inc2,8312,487
9Microsoft Technology Licensing LLC2,9052,418
10Qualcomm Inc2,2762,149
11BOE Technology Group Co Ltd2,1442,135
12Toyota Motor Corp2,0792,028
13Samsung Display Co Ltd1,9021,975
14Amazon Technologies Inc2,2441,942
15Micron Technology Inc1,5351,789
16Sony Corp2,2391,683

Sales Continue to Grow

In trend with the rise of net sales, e-commerce sales on the platform are also consistently on the rise. In 2020, due to the pandemic, there was a hike in sales. However, once the measures for COVID-19 stopped, people haven’t reduced their newly-grown habit of buying online. In 2021 and 2022, first-party e-commerce sales were around $130 and $140 million.

Graph showing Amazon net sales

The proof of the importance of Amazon as (one of) the main revenue sources comes from the fact that online retailers see immense value in Amazon ads. Reaching the top of search results on the platform is crucial for growing your customer base, and retailers were quick to notice that.

The global ad spend on the marketplace has also been on a consistent rise, with a slight dip in 2020. The ad spend went from $3.3 billion in 2014 to $20.6 billion in 2022.

Graph showing Amazon global ad spend

Demand on Amazon Rises While Employee Number Drops

It’s interesting to note that the vast majority of retailers on Amazon choose Fulfillment by Amazon (FBA) to outsource their fulfillment orders to the platform. It’s one of the reasons (aside from the popularity of the marketplace) that retailers love working with Amazon and selling their products via the company.

In fact, according to the latest research, over 60% of third-party sellers use FBA as their fulfillment method only, while another 22% combine FBA and FBM (Fulfilled by Merchant) methods.

Graph showing Amazon third-party fulfillment methods

MORE: Maximize your profit using FBA calculator.

As expected, the company has decided to profit from this trend, and fees for fulfillment services have gone up. While the increase in prices represents millions of additional dollars to Mr. Bezos, as a single seller, you won’t feel too much of the hit. From 2020 to today, the price for a package of, say, up to 340 grams rose by $0.59.

Graph showing the value of FBA fees

Despite the growth in demand for FBA and creating its own products, Amazon has reduced the number of employees on its payroll. This has come as a result of technological advancements as well as various employee strikes due to low salaries. In any case, the number of Amazon employees went from over 1.6 million in 2021 to 1.54 million the following year.

Graph showing the number of Amazon employees

Amazon Competition

So, what are the other top marketplaces you can explore if you don’t want to sell your products on Amazon or you want to create multiple revenue streams?

Among Amazon sellers, eBay and Shopify have proven to be the most popular alternatives, with the percentage of respondents using these platforms being 24% and 16%, respectively. Walmart closely follows Shopify, while Facebook Marketplace and Etsy complete the list of the most popular alternatives.

Graph showing Amazon seller usage of other marketplaces

Need help setting up your eBay store? Check out some of the best eBay tools and services to help you with the process.

What Are Some Interesting Statistics About Amazon?

  • Amazon is the third-most valuable brand in the world, behind Apple and Google.
  • Amazon’s market cap has passed the $1-trillion mark.
  • Net sales reached $513.98 billion in 2022.
  • Amazon takes out about 2,000 patents each year.
  • The global ad spend on Amazon went over $20 billion in 2022.
  • 60% of third-party sellers use FBA for fulfillment.
  • eBay is the most popular alternative, with 24% of Amazon sellers offering their products on eBay as well.
Amazon Statistics infographic


While the global pandemic expedited the process, e-commerce has always been the most popular way of shopping, and Amazon has always been an inevitable part of the equation. You may strike gold on other platforms, but avoiding selling on Amazon is like driving a bike in a motorcycle race.

Amazon is a well-oiled machine that, despite sometimes hampering sellers, helps retailers reach customers globally and manage their fulfillment process. If you have a personal web store, that doesn’t mean you should neglect Amazon, which is still the most popular marketplace in the world and will remain so in the foreseeable future.

If you want to optimize your efforts and make the most out of your time and money, make sure to check out some of the best Amazon tools and services tailored to the needs of sellers using the marketplace.

Frequently Asked Questions (FAQ)

Experts estimate that Amazon makes over $1.29 billion each day, meaning that the company makes just under $15,000 each second. In 2021, the annual revenue of the platform came close to $470 billion.

Amazon is in the top 3 most valuable brands in the world, and it keeps rising. In Q1 2023, the company saw an increase of 9% in revenue. While the percentage may seem low, it’s a steady increase, with revenue rising by the same amount in the previous quarter.

Amazon is a global company that attracts over 300 million active customers, with just under 200 million users visiting the website each month. Outside of the United States, Amazon is available in over 100 countries and is a popular shopping platform all over the world, including countries such as Iran, Cuba, and Syria.

Globally, the e-commerce market size was around $16.6 trillion in 2022, with experts expecting it to be on a massive rise, reaching $70.9 trillion in 2028. With over 300 million active users, Amazon is a large portion of that market size, reaching over 60% of the market share in some categories, such as electronics and media.

According to statistics, 65% of Amazon sellers that use FBA achieve a profit margin greater than 10%, while 32% of them make a profit margin of at least 20%. Half of all sellers that use Amazon FBA earn between $1,000 and $25,000 per month.

Amazon has over 300 million users actively buying products from over 1.9 million sellers. In the United States, 90% of consumers prefer Amazon over any other ecommerce website, with 70% of online shoppers using Amazon to check prices and find the most affordable option.

Consumers from the U.S. represent the largest Amazon user base, with 110 active fulfillment centers in the U.S. working round the clock to deliver the goods. In terms of demographics, the average age of Amazon customers is 36-43, with 53% of consumers being female.


Miloš Soro

Miloš Soro

Miloš Soro is a content writer dedicated to the technical side of running a business. He is our eCommerce trends, tips, and product development expert. Soro combines his six years of writing experience with an educational background in IT and is interested in the latest technology trends to provide his readers with the latest insights.

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