US independent sellers—most of which are small and medium-sized businesses—sold more than 4.1 billion products and averaged more than $230,000 in sales in Amazon’s stores in 2022
Amazons AMZN today released its annual US Small Business Empowerment Report, detailing how the company’s investments, innovations, and initiatives on behalf of independent sellers help small and medium-sized businesses across the country increase their product sales and create jobs. Today, more than 60% of sales in Amazon’s stores are from independent sellers—most of which are small and medium-sized businesses—providing a vast selection of amazing products, competitive prices, and great convenience for consumers. According to the report, independent sellers sold more products year over year in Amazon’s store and broadened their customer reach beyond the US through increased international export sales. The data signifies the powerful partnership between US small and medium-sized businesses and Amazon, as well as the resilience of entrepreneurs as they continue to successfully navigate and thrive in a challenging economic climate.
Amazon’s Small Business Empowerment Report shows that by 2022, independent sellers in the US sold more than 4.1 billion products—an average of 7,800 every minute—in Amazon’s stores 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, demonstrating the opportunity Amazon unlocks for small businesses across the country. Selling in Amazon’s store has also enabled independent sellers to create an estimated 1.5 million jobs in the US, including jobs that are responsible for managing, operating, and supporting sellers’ efforts to sell through Amazon’s store, which continued to fuel economic opportunities in local communities around the country.
“Small businesses are the heart of our local communities and the backbone of the US economy,” said Dharmesh Mehta, vice president 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.”
Amazon offers a wide range of new and improved tools, programs, and services to help independent sellers get to the next level and grow their brands. According to the report, brand owners in the US grew sales over 20% year over year in Amazon’s stores.
Matt Slykuis, a resident of San Antonio, Texas, and owner of Boldly Growing, said: “For small business owners, it used to be you could have a great idea and work hour after hour, but you still have to hope you catch a lucky break. However, Amazon has really leveled the playing field and made success possible to just about anyone who is willing to put in the effort to learn and bring their product to market.”
Customers can easily discover products from US-based small businesses and artisans with the Small Business badge. The badge helps shop customers while knowing they’re making a real impact on small businesses—including Black-owned, women-owned, and military family-owned businesses—and in their local communities. The badge can be found throughout Amazon’s store and at amazon.com/supportsmall.
“Ever since small and medium-sized businesses started selling products in our store 23 years ago, I’ve been impressed by their passion, creativity, and commitment to customers,” said Doug Herrington, CEO of Amazon Worldwide Stores. “All these years later, having met many sellers in person, I remain blown away by their brand building, agility, and ability to look around corners and anticipate new product trends. I am proud that hard-working, diverse, and smart entrepreneurs continue to find success growing their business in Amazon’s store, and I appreciate the immense value that together, we are able to bring to customers around the world.”
The most-shopping categories from US independent sellers in Amazon’s store:
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Health & Personal Care
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home
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Beauty
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Grocery
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apparel
The five states with the most independent sellers in Amazon’s store:
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Californian
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Florida
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New York
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Texas
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New Jersey
The five states with the most independent sellers per capita in Amazon’s stores:
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Wyoming
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Delaware
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Florida
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Utah
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New Jersey
Top five states with largest percentage growth of independent sellers:
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Wyoming
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Delaware
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Florida
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Utah
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Texas
The five states and districts with the fastest-growing number of independent sellers in Amazon’s stores:
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Alaska
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Washington, D.C
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Mississippi
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Maine
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Wyoming
To view the full 2023 US Small Business Empowerment Report, visit https://sellingpartners.aboutamazon.com/.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate The Pledge is some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.
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