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.

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.

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.

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.

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.

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.

In January 2025, around 3.8 million users visited pharmacy.amazon.com. The site is Amazon's homepage for its online pharmacy services. Visitors stayed on the site for an average duration of three minutes and 15 seconds.

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.

In 2025, Amazon's brand value increased by 50 percent, standing at 866 billion U.S. dollars. In 2023, the value recorded the only decline since 2015. In general, between 2006 and 2025, the figure had increased over 100-fold. Diversification is key Amazon ranked fourth among the leading brands worldwide in 2025. One of the brand's key growth drivers is its continued diversification of revenue streams. In addition to selling millions of products via its online platform, Amazon also moved beyond the realm of retail by launching the cloud platform Amazon Web Services (AWS), selling ad space, and extending its Prime subscription features. Spotlight on retail brands What makes Amazon stand out from many of the world's most valuable retail brands is its focus on e-commerce and the platform's extensive global availability. While U.S.-based competitors such as Walmart mainly operate in North America, Amazon serves millions of users across the globe. Zooming in on the Asia-Pacific region, the highest-valued retail brand in China was Pinduoduo in 2024.

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

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.

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US E-commerce Logistics Market Forecast 2024-2028

The US E-commerce logistics market size is forecast to increase by USD 87.33 billion at a CAGR of 20.15% between 2023 and 2028. The growth rate of the e-commerce market depends on various factors, including the rise in online spending and smartphone penetration. Additionally, the increase in cross-border e-commerce activities and the proliferation of e-commerce startups in the US contribute significantly to market expansion. These trends reflect evolving consumer preferences and a shift towards digital platforms for shopping, driving the overall growth trajectory of the e-commerce sector in the country.

What will be the Size of the Market During the Forecast Period?

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Market Dynamic and Customer Landscape

The market is witnessing robust growth driven by the surge in e-commerce sales and the increasing adoption of online shopping. Last-mile delivery issues and supply chain management challenges persist, leading to rising costs and disruptions. However, automation technologies like robots, wearables, and drones, along with innovations in cloud computing and IoT, are enhancing efficiency. Challenges include regulatory compliance, pandemic-related disruptions, and the need for seamless B2C and B2B logistics solutions. AI, machine learning, and data analytics are revolutionizing demand forecasting and customer service, while AR is reshaping the shopping experience. Our researchers studied the market research and growth data for years, with 2023 as the base year and 2024 as the estimated year, and presented the key drivers, trends, and challenges for the market.

Key Market Driver

The rise in online spending and smartphone penetration is notably driving the market growth. Online shopping through smart devices has gained popularity because of the high penetration of Internet services in the US, the shift of consumers to online platforms, and the upgradation of purchase and delivery options with the emergence of e-commerce. Further, the increasing emphasis on mobile commerce is mainly driven by the purchase of millions of new smartphones and the creation of more opportunities for buyers to shop. Moreover, a few of the major retailers, such as Amazon and Walmart, have their mobile applications. eBay and Amazon are the two major vendors in the online space and have mobile applications that are compatible with Windows, Blackberry, iOS, Android, and other operating systems.

Additionally, these platforms help users shop conveniently using their mobile devices. Additionally, factors such as last-mile delivery issues, supply chain management issues, increasing costs, regulatory compliance issues, automation, robots, wearables, drones, self-driving vehicles, cloud computing, and the Internet of Things (IoT) also contribute to shaping the landscape of e-commerce. Thus, a rise in online spending and smartphone penetration will drive the growth of the market during the forecast period.

Key Market Trends

Technological advances in e-commerce logistics are an emerging trend shaping market growth. Advances in printed electronics technology are making e-commerce supply chain management economical by reducing the previously prohibitive costs associated with this technology. Smart packaging plays a major role in interacting with end-users. Smart packaging can be tracked during the entire delivery process as it provides customers with product information using quick response (QR) codes or features individualized design and messages for the customer.

Moreover, automatic identification and data capture (AIDC) technology helps in automatically identifying objects, collecting data, and entering them directly into computer systems without human involvement. The implementation of AIDC helps in improved inventory accuracy, elimination of shipping errors and associated costs, reduction of unreported shipping errors, increased speed of activity, reduction of data entry costs, and reduced wastage of time. Such technological advances are likely to help service providers stay competitive in the e-commerce-driven world and will foster the market during the forecast period.

Major Market Challenge

High logistics cost is a significant challenge hindering market growth. Direct logistics costs are costs incurred in the process of moving goods. They include costs related to transportation, warehousing, and value-added services. Indirect costs include inventory-carrying costs, theft, damages, and losses in transit. Factors such as the rising fuel prices are increasing the overall shipping cost for e-commerce logistics. The volatility in crude oil prices is one of the major cost determinants for the increase in transportation costs, reducing the profitability of e-commerce logistics service providers.

Additionally, logistics providers focus on the fast delivery of goods to i

Accounting for more than a 80 percent of desktop visits to the Amazon.com website, the United States was the country with the highest traffic to the American online marketplace as of April 2024. Following the United States, with a large difference, was India with only just over one percent.

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.

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.

In the six months prior to March 2024, direct visits via desktop to amazon.com amounted to six billion. Organic search was also a relevant source of traffic as it generated nearly two billion visits over the same time period. Furthermore, social networks contributed with roughly 351.5 million visits.

The acquisition of Whole Foods Market by Amazon in 2017 is the biggest company take-over by Bezos's corporation to date, with a whopping tag price of 13.7 billion U.S. dollars. This acquisition was a move to expand the company's online grocery business. Since 2018, Amazon Prime subscribers can benefit from exclusive deals on their grocery orders from Whole Foods – although free delivery has been restricted since October 2021. From online to brick-and-mortar Amazon did not settle with Whole Foods – a grocery chain focusing on high-price and organic products – and launched its own-brand dollar supermarket Amazon Fresh, posing some risks as the two brands might have competed. Subsequent analyses comparing Amazon Fresh and Whole Foods Market showed that the two stores targeted quite different consumer bases. However, in terms of in-store footfall and dwell time, Amazon Fresh quantitatively outdid Whole Foods. Where is Amazon investing next? Out of the fast-moving consumer goods realm, Amazon’s last operation involved the healthcare company One Medical, acquired for 3.9 billion U.S. dollars in July 2022. Behind the deal with the digital healthcare providermight be/may lie an already well-established subscription model very suitable for the e-commerce business.Lastly, in August 2022, Amazon announced the acquisition of iRobot, the manufacturer of the Roomba robot vacuum cleaners, as well as the undisputed global leader of this home appliances’ market niche. The deal was scrapped in January 2024.

From January to May 2025, the Amazon Shopping app was the most popular app published by the e-shopping and cloud computing giant, generating around 60 million downloads from iOS and Google Play Store users during the period. Second-ranked Amazon Prime Video was downloaded 6.88 million times from global users. The Amazon Photo app, which allows users to store and share photos, was downloaded 5.36 million times by users worldwide.

In March 2025, the Walt Disney Company properties were ranked first among the most popular multiplatform web properties in the United States with over 249 million visitors from mobile and desktop connections – popular Disney online properties include Disney Entertainment, which consists of the company's film, television, music, and streaming media assets, and ESPN, among other online services.

In the United Kingdom (UK), users based in Northern Ireland were the ones spending the most time on Amazon in June 2025. Over the considered month, they spent 216 minutes on the marketplace website.