As of June 2022, Amazon accounted for 37.8 percent of the U.S. e-commerce market, making it the country’s leading online retailer by a considerable margin. Second place was occupied by the e-commerce site of the retail chain Walmart, with a 6.3 percent market share, followed in third place by Apple, with 3.9 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.

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.

As of September 2020, Amazon accounted for 37.9 percent of online retail sales in North America. The online retail platform's market share in Europe amounted to 9.8 percent. Figures include own sales and third-party marketplace seller sales.

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 2020, Amazon Business' sales accounted for 1.4 percent of B2B product sales on e-commerce sites in the United States. In the upcoming years, U.S. enterprises will use the Amazon platform even more. By 2025, Amazon Business' market share is forecast to grow to 2.4 percent.

In 2023, Mercado Libre was the largest e-retailer in Mexico, with a market share of 15.4 percent. Amazon ranked second, generating approximately 11.2 percent of the total e-commerce sales revenue in the North American country.

Between 2010 and 2023, Amazon's tablet market share overall increased. However, after reaching an all-time high in 2021, when Amazon occupied around 4.2 percent of the European tablet market, it recorded a decline, dropping to just above four percent in 2023.

This statistic presents a ranking of the leading mass merchant e-retailers in the United States in 2016, sorted by market share in percent. In 2017, Amazon.com, Inc. was responsible for 16.22 percent of e-commerce sales in the United States. Amazon also ranks first among retail websites in the United States with 197 million unique visitors in December 2017, ahead of eBay, Walmart, and Apple. Amazon also was also the leading e-retailer in the United States in 2017 with U.S. e-commerce sales of over 54.47 billion U.S. dollars.

After the outbreak of the coronavirus and the announcement of the confinement in France in March 2020, the source had analysed the weekly shares of Amazon's sales from the March 2 to April 19, compared to other e-merchants. During the first week, Amazon's share of sales made 38 percent of the total cut and continued on the same trend the following week. During the week between the 16th and 22nd of March, it's share of sales rose up to 42 percent and fell by about four percent on the 29th of March. During the first week of April, Amazon's sales share was at 36 percent, decreasing by almost 10 percent as of May 3rd, 2020.

Alibaba was the top company worldwide in terms of gross merchandise volume (GMV) share across the web. The Chinese e-retail giant which provides consumers business-to-business (B2B), consumer-to-consumer (C2C), and business-to-consmer (B2C) e-commerce accounted for a total 23 percent of the overall online GMV in 2022. Amazon ranked second, accounting for 12 percent of overall online GMV.

In 2022, Amazon had the largest market share among online retailers in the United Arab Emirates (UAE), at 25.5 percent. While Majid Al Futtaim which brought Carrefour to the MENA region in 1995, and owns the right to operate the brand in over 30 countries across the Middle East, Africa, and Asia, held 5.3 percent of the UAE online retail market.

In 2022, the market share of the shopping platform Amazon.com held within Japan's e-commerce market exceeded 12 percent. With Amazon Marketplace also accounting for over 10 percent of the market, the Amazon brand generated almost a quarter of retail sales in Japan.

The statistic represents the monthly share of Amazon Prime Video across India as of October 2018, based on installations. The month with the highest share of installations during the measured time period was September, with about 11.1 percent of users installing Amazon Prime Video.

In 2022, the share of retail sales of Amazon.com Inc. stood at 23 percent, making it the second-leading e-commerce company in Japan. The figures represented a slight decrease compared to the previous year, when the share amounted to 23.2 percent. The American technology company operated mainly under the "Amazon" and "Amazon Marketplace" brands in the Japanese e-commerce market

The timeline shows Amazon's share in the book market in the United States from the second quarter 2013 to the third quarter 2015, by format. Amazon accounted for 18 percent of consumer spending on e-books in the United States in the third quarter of 2015.

In 2019, Amazon was the largest e-retailer in Mexico, with a 13.4 percent market share in the e-commerce segment. This percentage was almost three times higher than that recorded in 2016.

In 2022, Hepsiburada, a Turkish e-commerce company became the leading e-commerce brand in Turkey, holding a market share of 27 percent. Trendyol followed as second on the list, with a 25 percent market share. Additionally, global companies like Amazon, Apple, and Mediamarkt reached a five percent market share in the same year in Turkey.

Amazon is the leading vendor in the global smart speaker market, having a market share of 28. percent in the first quarter of 2022. Google is Amazon’s closest competitor, with a share of 17.2 percent in the same quarter. Chinese vendors Baidu, Alibaba and Xiaomi have become strong players in recent quarters, thanks to growing demand in the Chinese domestic market.

Smart speaker

A wireless speaker with an integrated virtual voice assistant, a smart speaker performs tasks such as seeking information, playing music, making a shopping list, etc., upon receiving voice commands from users. Since Amazon introduced its pioneering Echo speaker into the consumer market in 2015, the smart speaker has gained increasing popularity among consumers. The market became more dynamic after Google entered the competition with its Google Home speaker and shipment figures went up dramatically, from 6.57 million in 2016 to a projected 186 million in 2021.

This statistic looks at the market share of Amazon in e-book sales in selected European countries in 2014. That year, Amazon had a market share of 79 percent in e-book sales in the United Kingdom (UK).

Amazon accounted for 11.8 percent of the total digital advertising spending in the United States in 2022. This share was expected to increase in the coming years, reaching 15.2 percent in 2025.