Independent sellers are increasing in importance to Amazon’s sales totals.
Amazon has released its annual U.S. Small Business Empowerment Report, which reveals that more than 60% of Amazon’s total online sales come from third-party sellers, which are mostly small-to-mid-sized businesses. The report also identifies the five most-shopped product categories from U.S. independent sellers in Amazon’s store:
1. Health & personal care
In 2022, independent sellers in the U.S. sold more than 4.1 billion products, an average of 7,800 every minute, on Amazon’s site and exported over 260 million products. Sellers in rural areas, including parts of Rhode Island, Illinois, Louisiana, West Virginia and Wyoming, collectively achieved more than 40% year-over-year sales growth in Amazon’s store.
Amazon also uncovered some other regional data about third-party sellers on its platform:
The five states with the most independent sellers in Amazon’s store:
3. New York
5. New Jersey
The five states with the most independent sellers per capita in Amazon’s store:
5. New Jersey
Top five states with largest percentage growth of independent sellers:
The five states and district with the fastest-growing number of independent sellers in Amazon’s store:
2. Washington, D.C.
Amazon actively assists third-party retailers to sell on its e-commerce platform with at least 150 tools and services, and regularly adds new offerings. These include the recent introduction of a revamped version of its Account Health Rating, designed to help its 2 million third-party sellers adhere to Amazon’s policies and maintain positive account activities.
Some of the company’s other offerings for third-party sellers include a hosted distribution center solution called Amazon Warehousing & Distribution (AWD), which is designed to provide low-cost, long-term storage that gives sellers the option to store their inventory in Amazon distribution centers and then seamlessly replenish to Amazon fulfillment centers. The e-tail giant is supporting the service with new, purpose-built facilities for bulk storage and automated distribution.
“Small businesses are the heart of our local communities and the backbone of the U.S. economy,” said Dharmesh Mehta, VP of worldwide selling partner services at Amazon. “Amazon invests billions of dollars annually to provide entrepreneurs with a constantly improving set of valuable tools and resources to help them gain access to capital, quickly launch in our store, build their brands, and rapidly scale and reach more customers. Amazon is committed to the success of small businesses, and we are excited to continue innovating on their behalf and help them grow into thriving success stories.”