Between 2023 and 2024, it is forecast that Amazon's share of total e-commerce sales in the United States will increase across all five featured product categories. Health and personal care will see the greatest growth, rising from **** percent to **** percent. The other categories include electronics, office items, clothing and home furnishings. With a market share projected to hit almost ** percent in 2024, Amazon dominates the electronics online retail space in the United States.

In 2024, Amazon's total consolidated net sales revenue amounted to *** billion U.S. dollars, *** billion U.S. dollars of which were generated through international revenue channels. North America was the biggest operations segment, accumulating nearly *** billion U.S. dollars in net sales during the year. Sales activities Amazon appeals because it sells a wide range of products. Its departments include beauty, clothing, electronics, games and even wine, along with digital products and subscription services. In 2022, Amazon's largest revenue segment was online retail product sales with roughly *** billion U.S. dollars in global net sales. Retail third-party seller services ranked second with nearly *** billion U.S. dollars in sales. A weak spot Faster and more efficient delivery services come with a price. Data from the company's financial reports showed that Amazon's worldwide shipping costs amounted to a staggering **** billion U.S. dollars, up from **** billion U.S. dollars in 2021. Amazon's annual fulfillment expenses have also risen steadily, from **** billion U.S. dollars in 2021 to over ** billion U.S. dollars in 2022.

Over the course of 2024, in the United States, the retailer market share of home improvement sales on Amazon varied. The retailer market share started at just over 14 percent at the beginning of the year. Throughout the year, the market share fell, before rising to around 18 percent in the last month of the year.

In 2024, Amazon was expected to generate roughly 53 billion U.S. dollars in retail media ad revenue, which would be an increase of 16 percent on its 2023 result. Alibaba, on the other hand, expected a growth rate of 1.4 percent year on year, which would put the Chinese platform at 42 billion dollars in retail media ad revenue in the same year.

During the second quarter 2025, Amazon generated total net sales of nearly *** billion U.S. dollars, surpassing the *** billion U.S. dollars in the same quarter of 2024. From books to billions Launched in 1995 in the United States as an online bookshop, Amazon has since grown into an international e-commerce giant. In April 2023 worldwide visits to amazon.com amounted to over *** billion considering both desktop and mobile traffic. Prime time in the U.S. Although a global company, Amazon truly thrives in the United States where the company is the leading e-commerce platform by sales value. In the North American country, the number of subscribers using Amazon Prime services has been growing steadily over the last several years and is forecast to reach new heights in 2024.

Amazon is known as an e-commerce company, but in recent years, the retailer has invested in opening physical stores across the United States with more international expansion in mind. Amazon’s physical retail stores come in different formats, including Amazon Fresh grocery stores, Amazon Go, Amazon Books, Amazon 4 Star, and Amazon Pop-up. Typically, Amazon’s branded devices, books and other merchandise are available in these stores. In the fourth quarter of 2024, net sales from Amazon’s physical retailing amounted to nearly 5.8 billion U.S. dollars. Whole Foods acquisition and Amazon Fresh Amazon’s venture into brick-and-mortar grocery store retailing started with the acquisition of the Whole Foods Market in 2018. By 2017, just before it was bought out by Amazon, the supermarket Whole Foods had registered a net sales revenue of over 16 billion U.S. dollars. In addition to some 500 Whole Foods locations, Amazon’s grocery retail business is supported by Amazon Fresh with stores predominantly in the United States. Outside of the United States, Amazon opened its first Amazon Fresh stores in the United Kingdom in March 2021. Amazon’s retail portfolio Amazon has a diverse retail portfolio, both in terms of merchandise and the business models it offers across its platforms. While it started its e-commerce business as an online retailer acting as the first-party owner of the products on offer, third-party selling on the Amazon marketplace increasingly became the norm among online sellers, who often employ both models when working with Amazon. Since 2017, more than half of paid units of Amazon is attributed to third-party sellers using the Amazon marketplace to sell their products.

In 2024, global retail e-commerce sales reached an estimated ************ U.S. dollars. Projections indicate a ** percent growth in this figure over the coming years, with expectations to come close to ************** dollars by 2028. World players Among the key players on the world stage, the American marketplace giant Amazon holds the title of the largest e-commerce player globally, with a gross merchandise value of nearly *********** U.S. dollars in 2024. Amazon was also the most valuable retail brand globally, followed by mostly American competitors such as Walmart and the Home Depot. Leading e-tailing regions E-commerce is a dormant channel globally, but nowhere has it been as successful as in Asia. In 2024, the e-commerce revenue in that continent alone was measured at nearly ************ U.S. dollars, outperforming the Americas and Europe. That year, the up-and-coming e-commerce markets also centered around Asia. The Philippines and India stood out as the swiftest-growing e-commerce markets based on online sales, anticipating a growth rate surpassing ** percent.

Amazon's monthly revenue in the United States for beauty and personal care sales is estimated to range from 2.4 to 3.8 billion U.S. dollars in 2024. The sales revenue is estimated to experience two significant peaks, one in July 2024 at 3.6 billion U.S. dollars and the other in December 2024 at 3.8 billion U.S. dollars. In the same year, beauty and personal care products were one of Amazon's most profitable product categories.

For the first time in almost a decade, online retail platform Amazon reported a net loss of *** billion U.S. dollars in 2022. After that, in the fiscal year ending December 31st 2024, the net income amounted to **** billion U.S. dollars. Amazon Web Services Amazon does not rely on retailing alone to generate profits. Its cloud business, AWS, is the one segment raking in steady profits with a **** billion U.S. dollar operating income in the most recently reported year. The annual revenue of the business segment came to **** billion U.S. dollars in 2023. As of the fourth quarter 2023, Amazon Web Services accounted for ** percent of the global cloud infrastructure service market. Amazon’s other businessesDue to the company’s financial resources, Amazon has the capability to invest in new products and markets, such as online and offline grocery sales. In June 2017, Amazon purchased grocery retailer Whole Foods Market for **** billion U.S. dollars, the company’s most expensive acquisition by far. This acquisition was primarily a move to expand the company's online grocery business, one of the fastest growing online shopping trends in the United States.

According to estimates, Amazon claimed the top spot among online retailers in the United States in 2023, capturing 37.6 percent of the market. Second place was occupied by the e-commerce site of the retail chain Walmart, with a 6.4 percent market share, followed in third place by Apple, with 3.6 percent.

Amazon’s continued success

Amazon has long dominated the e-commerce market as the world’s favorite online marketplace. In 2022, company hit over half a trillion U.S. dollars in net sales. The United States is by far Amazon’s most profitable market, as the U.S. branch generated over 356 billion U.S. dollars in sales in 2022. Germany ranked second, with 33 billion dollars, followed closely by the United Kingdom with 30 billion dollars.

Online shopping on the rise

Online shopping has grown significantly over the past decade, with more people turning to the internet for their shopping needs. The proof is in the numbers: the U.S. e-commerce industry was worth almost a trillion dollars in 2023. By 2027, forecasts show that the online market will grow to more than 50 percent. U.S. online shoppers purchase fashion and food and beverages the most via the internet.

In the second quarter 2025, Amazon's net income amounted to roughly 18 billion U.S. dollars, up from the previous quarter.

The combined number of full- and part-time employees of Amazon.com has increased significantly since 2017. Amazon’s headcount peaked in 2021 when the American multinational e-commerce company employed 1,608,000 full- and part-time employees, not counting external contractors. However, in 2024, the number dropped to 1,556,000. E-commerce crunch The workforce reduction of Amazon follows the mass layoffs hitting the entire e-commerce sector. With the full reopening of physical stores after the COVID-19 pandemic, online shopping demand decreased, leading online retailers to restructure their businesses, including personnel costs. Diversifying business With online retail sales growing slower due to recession and inflation, Amazon can still leverage other profitable revenue segments — from media subscriptions to server hosting and cloud services. On top of that, in 2023 Amazon monitored small enterprises operating in different fields and strategically invested in them, as disclosed startup acquisitions indicate.

YouTube has emerged as the dominant social media platform for driving traffic to Amazon.com, accounting for over 60 percent of referrals to the e-commerce platform between July and September 2025. Facebook.com and Reddit.com followed, contributing about 13 and eight percent of social media referrals respectively, while Reddit and WhatsApp rounded out the top five sources. Amazon's dominance Amazon's position as the leading online retailer in the United States is evident in its traffic and sales figures. In December 2023, Amazon still recorded an impressive 2.7 billion combined visits. The company's financial performance remains strong, with a net income of approximately 13.5 billion U.S. dollars in the second quarter of 2024, up from the previous quarters. Mobile presence Amazon's mobile presence continues to grow, with its shopping app downloads reaching a nine-year peak in August 2022 at approximately 25 million. As of July 2024, the Amazon Shopping app reached over 18 million downloads across iOS and Android platforms. That month, Amazon’s shopping app was the most popular app published by the e-commerce and tech giant.

In the United States, over the course of 2024, Amazon's retail market share of consumer electronics has varied, however growing for the most part. In January 2024, the market share started at around 23 percent, which then spiked in July 2024 at almost 40 percent. The retail market share then dropped in August, before starting to rise again.

In March 2024, Amazon.com had approximately 2.2 billion combined web visits, up from 2.1 billion visits in February. In the fourth quarter of 2024, Amazon’s net income amounted to approximately 20 billion U.S. dollars. Online retail in the United States Online retail in the United States is constantly growing. In the third quarter of 2023, e-commerce sales accounted for 15.6 percent of retail sales in the United States. During that quarter, U.S. retail e-commerce sales amounted to over 284 billion U.S. dollars. Amazon is the leading online store in the country, in terms of e-commerce net sales. Amazon.com generated around 130 billion U.S. dollars in online sales in 2022. Walmart ranked as the second-biggest online store, with revenues of 52 billion U.S. dollars. The king of Black Friday In 2023, Amazon ranked as U.S. shoppers' favorite place to go shopping during Black Friday, even surpassing in-store purchasing. Nearly six out of ten consumers chose Amazon as the number one place to go find the best Black Friday deals. Similar findings can be observed in the United Kingdom (UK), where Amazon is also ranked as the preferred Black Friday destination.

From 2023 to 2027, Amazon is expected to generate *** billion U.S. dollars in new e-commerce sales, making e-commerce the company's primary channel for sales growth. Amazon's supermarkets and neighborhood stores, such as Whole Foods and Amazon Go, are expected to generate additional new sales of *** billion. These values add to Amazon's net retail sales forecast for 2022, which amounts to some *** billion U.S. dollars.

In fiscal year 2023, the sales revenue of online retailer Amazon Japan amounted to around *** trillion Japanese yen, reaching a decade-high. Amazon Japan G.K. is a leading online marketplace operator within the Japanese e-commerce market, next to Rakuten Ichiba and Yahoo Shopping.

Amazon's shopping app has seen a significant increase in monthly downloads worldwide since January 2015, reaching a peak of approximately 25 million downloads in August 2022. However, the company faces stiff competition from emerging players in the global market. Rising competition in mobile shopping While Amazon remains a major player, Chinese retailers are making significant inroads in the mobile shopping space. In 2024, Temu became the most downloaded shopping app worldwide with nearly 550 million downloads, followed by Shein with about 235 million. Despite this competition, Amazon continues to maintain a strong presence, particularly in the United States, where it ranks as the second-most used shopping app among millennials. Generational differences Amazon's influence on consumer spending varies significantly across generations, with Generation X leading the pack in overall expenditure. In 2023, a study of iOS users in the United States revealed that Gen X shoppers spend an average of 124.2 U.S. dollars across all departments on Amazon, outpacing both Millennials and Gen Z. This generational divide in spending habits reflects broader trends in online shopping preferences and brand loyalty.

The net cash of Amazon.Com with headquarters in the United States amounted to 107.95 billion U.S. dollars in 2024. The reported fiscal year ends on December 31.Compared to the earliest depicted value from 2020 this is a total increase by approximately 41.89 billion U.S. dollars. The trend from 2020 to 2024 shows, however, that this increase did not happen continuously.

Among the top Amazon Prime Day categories in the United States, beauty and personal care witnessed the greatest sales growth of 35 percent in July 2023 compared to the prior year. The health and household segment followed with a 26 percent year-over-year increase in sales. The average for all categories stood at eight percent.