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More sellers hit $1 million milestone on Amazon in 2023

Amazon independent sellers
Independent sellers had a good 2023 on Amazon.

Amazon is releasing metrics on how independent sellers fared on its site during 2023, showing growth in a number of key business areas.

The e-tail giant said that more than 10,000 independent sellers surpassed $1 million in sales for the first time on its site in 2023. According to Amazon, during 2023, independent sellers in the U.S. grew sales to more than 4.5 billion items—an average of 8,600 every minute– and averaged more than $250,000 in annual sales.

More than 330 million items were exported by U.S.-based Amazon sellers to customers in over 130 countries globally. In addition, more than 100,000 new brands launched on the Amazon site in 2023, and all brand owners in Amazon’s online store grew sales by more than 22% year-over-year. 

California sellers support the most jobs

The 10 states where independent sellers supported the most jobs in 2023 (as measured by Amazon) were:

  • California
  • New York
  • Florida
  • Texas
  • New Jersey
  • Illinois
  • Washington
  • Georgia
  • Pennsylvania
  • North Carolina

Maine has fastest independent seller growth

Amazon figures indicate the five states with the fastest-growing number of independent sellers in Amazon’s store were: 

  • Maine
  • Nevada
  • Utah
  • Washington
  • Wyoming

Other findings

  • In 2023, sellers in rural areas, including parts of Alaska, Florida, Kansas, North Dakota and Utah collectively achieved more than 60% year-over-year sales growth in Amazon’s store.
  • The five most shopped categories from U.S. sellers in Amazon’s store were health & personal care, beauty, home, grocery and apparel.

"Our success is based on the success of the partnership we have with so many amazing small and medium-sized business owners, and we are committed to the success of our selling partners," Dharmesh Mehta, VP, worldwide selling partner services, Amazon, said in a corporate blog post. "We are excited to continue innovating to help even more small businesses grow into thriving success stories."

Amazon actively assists third-party retailers (primarily small-to-medium-sized businesses) to sell via its e-commerce site with at least 150 tools and services. Recent examples include launching the ability for sellers to leverage their existing listings by just providing Amazon with a URL, which is automatically parsed by its generative AI-based features to seamlessly create listings for Amazon’s store. 

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