According to forecasts as of March 2022, the sales share of electrical products on Amazon was expected at 28.3 percent that year. By 2027, electrical products will make up 28.6 percent of Amazon sales. Additionally, fashion and apparel was forecast to make up 25.7 percent of Amazon sales by 2027, one percentage point higher than in 2022.

According to forecasts, net sales of electrical products on Amazon are forecast at over 164 billion U.S. dollars. With a compound annual growth rate of 11.6 percent, this figure is expected to exceed 284 billion dollars by 2026. Yet, the category expected to grow the strongest on the e-commerce platform is health and beauty.

According to a 2023 survey conducted among small and medium-sized businesses selling on Amazon, Home and kitchen was the most popular category among small sellers on Amazon's online marketplace, with over a third (35 percent) of respondents saying they had such products listed there for sale. In addition, 26 percent of the sellers surveyed reported selling products in the beauty and personal care category.

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 33.2 percent to 34.7 percent. The other categories include electronics, office items, clothing and home furnishings. With a market share projected to hit almost 50 percent in 2024, Amazon dominates the electronics online retail space in the United States.

In 2023, e-commerce comprised over 15.6 percent of total retail sales in the United States. Forecasts suggest that this proportion will continue to rise steadily in the coming years, reaching approximately 20.6 percent by 2027.

Fashion fever

The digital revolution has significantly changed how retail is done, impacting a wide range of product categories. Out of all e-commerce product categories, apparel and accessories are the most purchased online in the United States. As of February 2023, roughly 18 percent of all fashion retail sales took place online. Furniture and home furnishing, as well as computer and consumer electronics, ranked second, with over 15 percent of each product category purchased via the internet. The product categories that are least purchased online are office equipment and supplies (1.4 percent) and books, music, and video (5.1 percent).

Shopping hotspots

Amazon dominates the e-commerce industry in the United States, though other competitors still have significant market share. In December 2023, amazon.com was the most-visited e-commerce and shopping site in the United States. That month, around 45 percent of all visits to e-commerce sites were made to Amazon. Other popular shopping sites include ebay.com, walmart.com, etsy.com, and target.com. The staggering proportion of online retail sales in the country attributed to Amazon is quite remarkable. In 2023, Amazon's website accounted for almost half of all online computer and consumer electronics sales. Similarly, nearly one-third of online fashion purchases in the country were made on Amazon.

In 2024, Amazon's net revenue from subscription services segment amounted to 44.37 billion U.S. dollars. Subscription services include Amazon Prime, for which Amazon reported 200 million paying members worldwide at the end of 2020. The AWS category generated 107.56 billion U.S. dollars in annual sales. During the most recently reported fiscal year, the company’s net revenue amounted to 638 billion U.S. dollars. Amazon revenue segments Amazon is one of the biggest online companies worldwide. In 2019, the company’s revenue increased by 21 percent, compared to Google’s revenue growth during the same fiscal period, which was just 18 percent. The majority of Amazon’s net sales are generated through its North American business segment, which accounted for 236.3 billion U.S. dollars in 2020. The United States are the company’s leading market, followed by Germany and the United Kingdom. Business segment: Amazon Web Services Amazon Web Services, commonly referred to as AWS, is one of the strongest-growing business segments of Amazon. AWS is a cloud computing service that provides individuals, companies and governments with a wide range of computing, networking, storage, database, analytics and application services, among many others. As of the third quarter of 2020, AWS accounted for approximately 32 percent of the global cloud infrastructure services vendor market.

Over 2 million sellers of 10 European Amazon marketplaces: (Italy, France, Spain, Germany, Belgium, Greece, Czech, Poland, Croatia and the United Kingdom.

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Consumer electronics and electrical appliances were the top-selling products on the Dutch Amazon marketplace in 2023. Electronics accounted for a new sales share of over 36 percent on amazon.nl. Hobby & Leisure followed as a close second, with just over one-third of sales. For more information, please visit ecommerceDB.com.

In 2023, toys and games dominated Prime Day sales on amazon.co.uk. Six out of ten products with highest sale growth belonged to this category on the UK marketplace, where toy brand Clementoni was very popular. During the 2023 edition of Prime sales, the houseo-shaped Peppa Pig bucket had a sale growth of 936,000 percent.

How big is the e-commerce share of total online retail spending in the Netherlands and how will it look like by 2027? A consumer survey gained insights on how the Dutch use online shopping and how they would do this in the next five years. In the first quarter of 2022, for example, approximately 70 percent of all spending made in computer and accessories sales came from online sales. Consumers expect this to decrease to roughly 60 percent in the coming years.
Tech dependency Many products fall into the consumer electronics category, including computers, smartphones, headphones, game consoles, and tablets. In 2022, a staggering 97 percent of Dutch people used smartphones. Furthermore, approximately 65 percent of Dutch online shoppers indicated that they could not live without their smartphones, and around 30 percent buy new electronics even when their old ones still work. However, the shopping experience of consumer electronics has room for improvement. Surprisingly, purchases of consumer electronics were the third biggest category to be returned in the Netherlands in 2022.
Amazon leads the way From a global perspective, the market size of consumer electronics is forecast to grow expeditiously during the next years, from over 340 billion U.S. dollars in 2021 to over 500 billion U.S. dollars by 2025. Worldwide, the leading web stores in the electronics and media segment by net sales are amazon.com, apple.com, jd.com, and bestbuy.com. Amazon experienced the highest sales in the tech category, with over 70 billion U.S. dollars in net sales in 2021.

In 2022, the product type bought most on amazon.de was electronics, making up for almost 37 percent of the total revenue. Fashion made up just 6.6 percent.

Gain more in-depth insights about the global e-commerce and leading marketplaces at ecommercedb.com.

Amazon made $35.22 billion from memberships and subscriptions in 2022.

Prime Day sales on Amazon reached a massive $12.9 billion in 2023.

I roundup the latest Amazon Prime statistics which show just how big Amazon Prime has become and will continue to be.

The top 25 beauty and personal care products on Amazon are priced on average 13.46 dollars, according to data from the second quarter of 2024. When looking at the median cost of these items, it is slightly less at 11.87 U.S. dollars. These top beauty and personal care items have an average of around 83,800 online reviews and a 4.5-star rating. Price sensitivity in beauty e-commerce Price plays a crucial role in the success of beauty products on Amazon. The majority of bestselling beauty items fall within the one to ten dollar range, followed closely by products priced between 11 and 20 U.S. dollars. This pricing strategy aligns well with the average price point of 13.46 dollars for top beauty products, catering to price-conscious online shoppers. The affordability factor likely contributes to the high volume of reviews these products receive, as more consumers can access and try them. Brand dominance and market trends The beauty landscape on Amazon is dynamic, with brand leadership shifting throughout the year. While L'Oréal Paris led the pack in early 2023 with a 22 percent market share, CeraVe emerged as the front-runner by July, generating over 13 million U.S. dollars in gross merchandise value. This shift reflects changing consumer preferences and the growing popularity of skincare products, which account for 32 percent of the top 25 beauty items sold on the platform. The success of these brands, coupled with Amazon's projected growth in health and beauty sales from 44 billion to 79.4 billion U.S. dollars by 2027, underscores the platform's significance in the beauty e-commerce sector.

Overall the US accounts for about 74% of all paying Amazon Prime accounts globally.

In December 2023, Amazon was the most visited marketplace in Sweden with nearly 20 percent of desktop visits in this category, ahead of clasohlson.com. Temu ranked third with over 11 percent of all desktop traffic to marketplaces in the country.

New heights for mobile shopping

The penetration rate of mobile shopping has increased significantly over the past few years in Sweden, going from 29 percent in the second quarter of 2021 to 51 percent in the same quarter in 2023. The success of m-commerce can be attributed to the use of shopping apps. Shopping apps make it easy for customers to compare prices, find the best deals, and order online. In 2022, Amazon was the most downloaded marketplace app in Sweden. That year, Amazon amassed over 440,000 app downloads. The second most popular marketplace, AliExpress, garnered around 117,000 app downloads.

Amazon conquers the Nordics Amazon.se launched in 2020, marking Amazon's first entrance into the Nordics. Initially, Amazon's Swedish launch looked bleak; however, it seems like the tide has turned for the e-commerce giant. According to estimates, Amazon.se generated nearly a billion U.S. dollars in revenue in 2023, up from 430 million in 2021. On the platform, electronics and media products are the most successful categories in terms of net sales shares. Electronics and media goods account for nearly half of all e-commerce sales compared to other product categories. Toys, hobby, and DIY products were the second-largest category, with a net sales share of nearly 23 percent, followed by furniture and appliances at 14 percent.

In the fourth quarter of 2024, boots.com was the leading beauty website in the United Kingdom (UK). Its share of voice reached roughly 7.28 percent, followed by amazon.co.uk and superdrug.com, with a 2.64 and 3.0 percent share of voice, respectively. The world’s number-one beauty destination Amazon is the most popular beauty website both in the United Kingdom and internationally. In 2022, nearly a fifth of global shoppers purchased beauty products on the platform. Make-up and hair care products are the most purchased beauty and personal care products on the marketplace. Around a quarter of all best-selling articles are in these two product categories. On the marketplace, third-party (3P) beauty sales outdo those of first-party (1P) ones. However, in 2022, 1P sales grew by 23 percent, compared to 14 percent for 3P sales. Amazon Prime Day sees strong sales for beauty items In 2022, around half of shoppers from the United Kingdom (UK) considered purchasing skincare, make-up, and hair care products from Amazon. That year, make-up and skincare were the second-most popular product category on Amazon Prime Day. About a quarter of UK shoppers considered buying beauty products on Amazon Prime Day.

In 2024, Amazon's total consolidated net sales revenue amounted to 638 billion U.S. dollars, 143 billion U.S. dollars of which were generated through international revenue channels. North America was the biggest operations segment, accumulating nearly 388 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 220 billion U.S. dollars in global net sales. Retail third-party seller services ranked second with nearly 118 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 83.5 billion U.S. dollars, up from 76.7 billion U.S. dollars in 2021. Amazon's annual fulfillment expenses have also risen steadily, from 75.1 billion U.S. dollars in 2021 to over 84 billion U.S. dollars in 2022.

amazon.se is an online marketplace with nationally-focused sales. The online store generates almost all its e-commerce net sales in Sweden. In 2023, the site's most successful e-commerce category was hobby and leisure, with a net sales share of 36.7 percent. Gain more in-depth insights about the global e-commerce and leading online stores at ecommercedb.com!