Just How Big Is Amazon’s Market Share? Must-Read Statistics About the Undisputed Ruler of e-Commerce

Amazon is the king of e-commerce in America, with drivers delivering millions of packages every day to homes throughout the country. But just how big is Amazon’s market share? In the U.S. alone, Amazon has millions of unique users every month: 42 million on desktops and 126 million on mobile devices. In this post, we’ve compiled some must-read statistics and data about the e-commerce behemoth, including the size of Amazon’s market share, its largest retailers, and much more.

What Is Amazon’s Market Share in the U.S.?

How Big Is Amazon?

In 2021, the e-commerce giant made $469.822 billion in revenue and earned $33.3 billion in net income. In addition, Amazon’s brand value is a staggering $705.7 billion. In terms of global market size, Amazon has approximately 310 million active users worldwide, but its largest customer base is in the U.S.

Key Statistics

  • Based on revenue, Amazon is the third largest company in the world.
  • Approximately 13% of Amazon’s $470 billion revenue comes from Amazon Web Services.
  • The number of U.S. Amazon Prime subscribers have skyrocketed from 38 million in 2016 to 147 million in 2021.
  • Amazon’s valuation continues to rise, from $172 billion in 2015 to $1.6 trillion in 2022.
  • The Amazon Fire TV is America’s most popular connected TV device, with $13.2 million in sales and a 12.1% market share in Q4 of 2020.
  • Amazon also claims a large e-book market share, approximately 67-85%.

What Percentage of the Market Is Amazon?

Amazon claims the lion’s share of the e-commerce retail market in the U.S. at 39.5% in 2022. No other online retailer even comes close to matching Amazon’s market share and retail sales. Walmart.com is in second place with a paltry 6.3%, followed by Apple at 3.9%, eBay at 3.5%, and Target.com in fifth place at 2.1%. The following five e-commerce companies are online sales from The Home Depot (2.1%), Best Buy (1.6%), Costco (1.6%), Kroger (1.4%), and Wayfair (1.1%).

Key Statistics

  • In 2021, Amazon’s market share of U.S. e-commerce sales was 56.7%, double its share in 2014 (28.1%).
  • With a nearly 40% market share of America’s online retail sales, Amazon gets approximately $2 for every $5 spent online.
  • Amazon.com makes more than five times in sales than its closest online competitor (Walmart.com). However, JungleScout reports Walmart Corporation’s net sales (including the nearly 5,000 physical Walmart stores and Supercenters across America) at $151.4 billion overshadowing Amazon.com’s net sales at $121.2 billion.
  • Every second, Amazon rakes in $4,722, with $283,000 per minute and over $17 million per hour.
  • Amazon’s U.S. e-commerce revenue increased by 41x from 2006 to 2020.
  • The e-commerce mega retailer’s profit increased by 58x between 2005 and 2020.

Who Is the Largest Online Retailer?

The largest online retailer is e-commerce giant Amazon, which earned $131,019 million in global revenue worldwide in 2021. The second largest e-commerce retailer is Jingdong (JD.com), with worldwide revenue of $118,515 million. Apple.com rounds out third place with a $51,950 million revenue, and coming in fourth place is Walmart.com with $46,446 million in net sales for 2021. Other large online retailers in the global market include Alibaba, Meituan, Suning.com, Otto Group, Shein, Rakuten, Wayfair, and eBay.

Key Statistics

  • Based on online shopping sales in 2022, the largest global e-commerce platform was the Alibaba Group, with $780 billion. Amazon comes in second, with $690 billion in online sales.
  • China earns $351.65 billion in social media e-commerce sales, ten times more than what the U.S. generates.
  • In 2022, Amazon had a market capitalization of $1,691 billion.
  • Jingdong had a market capitalization of $109.62 billion and generated $149.32 billion in revenue.
  • Alibaba Group had a banner year in 2022, with $109.48 billion in revenue and a market capitalization of $330.67 billion.
  • China is also home to two of the top five largest e-commerce retailers, Meituan and Suning.com, which earned $27.77 billion and $21.09 billion in revenue, respectively. 

Who Has the Biggest Share in Amazon?

Amazon’s Top Individual Insider Shareholders

The top individual insider shareholders who own the most Amazon stock include the company’s founder, Jeff Bezos, who has 55.5 million shares, or 11.1% total. The second largest shareholder is Amazon’s CEO, Andrew Jassy, who owns 94,797 shares, which equals 0.02%. Jeffrey Blackburn, the Senior Vice President of Development for Amazon, is the third largest shareholder of Amazon stock, with 48,967 shares, or 0.01%.

Key Statistics

  • The general public owns a 27% stake in Amazon, with approximately 9.84% of the stock owned by insider shareholders.
  • Amazon has about 10.2 billion outstanding shares.
  • The average revenue per share of the e-commerce giant is about $49.35.
  • In the last year, Amazon stock had a high of $174.17 and a low of $85.87.
  • The market value of Amazon stock is $943.55 billion.
  • Jeff Bezos (Amazon’s founder) is number one on Forbe’s list of the world’s wealthiest people, with a net worth of $113.8 billion.
  • In the last year, Amazon stock is down approximately 45.07%.

Amazon’s Top Institutional Shareholders

The majority of Amazon stock is held by institutional shareholders, with a 59.72% share. Mutual fund holders account for about 33.18% as well. Remember, insider shareholders own approximately 9.84% of Amazon stock, and the general public owns 27%.

Key Statistics

The top ten institutional shareholders of Amazon stock are as follows:

  1. The Vanguard Group: 664,770,900 shares owned with a 6.52% stake
  2. BlackRock Fund Advisors: 375,545,302 shares owned with a 3.68% stake
  3. SSgA Funds Management, Inc: 329,849,003 shares owned, 3.23% stake
  4. T. Rowe Price Associates, Inc.: 282,601,501 shares owned, 2.77% stake
  5. Fidelity Management & Research Company: 279,478,600 shares owned, 2.74% stake
  6. Geode Capital Management LLC: 157,659,175 shares, 1.55% stake
  7. Capital Research & Management Company: 105,050,354 shares, 1.03% stake
  8. Northern Trust Investments, Inc.: 84,552,993 shares, 0.83% stake
  9. Norges Bank Investment Management: 84,297,040 shares, 0.83% stake

10. Wellington Management Co. LLP: 73,638,561 shares, 0.72% stake

In Which Businesses Is Amazon Gaining Market Share?

Amazon has a stake in numerous markets and businesses, including e-commerce, streaming service platforms, cloud computing, and more. Amazon Web Services is the e-commerce giant’s lucrative cloud computing platform, generating a significant portion of its revenue. According to the Synergy Research Group, Amazon claimed a 34% market share of the global cloud infrastructure market in Q3 of 2022, which surpassed the combined market share of its two chief competitors, Google Cloud and Microsoft Azure. Prime Video is Amazon’s highly successful streaming service and comes closer every day to beating out Netflix.

Key Statistics

  • Amazon, Microsoft, and Google are the top three leaders in the cloud computing market, with a 34%, 21%, and 11% market share, respectively.
  • Amazon also dominates in the U.S. e-commerce markets for clothing and apparel, sporting goods, music/books/hobbies, and home furnishings/furniture.
  • The e-book market is another lucrative revenue source for Amazon, which has a 67 to 81% market share.
  • Amazon has over 200 million subscribers to its Prime service, with 147 million in the U.S.
  • Amazon Prime Video had 175 million users, and Prime Music had 68 million users in 2021.
  • In 2021, $103.3 billion of Amazon’s revenue came from third-party retailers, $31.7 billion from subscription services, and $62.2 billion from Amazon Web Services.
  • Amazon’s subscription revenue has increased from $2.7 billion in 2014 to $31.7 billion in 2021.

Why Amazon Will Likely Continue to Gain e-Commerce Market Share

Amazon has demonstrated its ability to govern the domestic and global e-commerce marketplace. However, it’s undeniable that the online retail giant will continue to gain a larger and larger share of the e-commerce market. Why? First, Amazon provides seamless logistics to its customers, with most deliveries occurring within two days. Plus, its workforce has increased by more than 50% in the past year.

The company offers a smooth buying experience for customers, so it should be no surprise that about 63% of consumers begin their online shopping process by searching on Amazon. Finally, Amazon delivers above and beyond across multiple categories, industries, and offerings, such as Amazon Prime, Alexa, Prime Wardrobe, Amazon Fresh, and more.

Key Statistics

  • More than 90% of U.S. online shoppers have purchased items from Amazon.
  • Amazon owns more than 90% of the market share in five product categories.
  • Over 75% of third-party sellers make a profit selling on Amazon.


Amazon is the second company in the world to earn over $1 trillion in market capitalization.

Amazon: The Leading e-Commerce Retailer Continues to Grow

With Amazon’s market share in the U.S. reaching almost 40% in 2022, it’s no surprise that the e-commerce giant was able to generate nearly $470 billion in revenue and $33.3 billion in net income. One of the most surprising statistics is how much Amazon makes every hour – $17 million, to be exact. With numbers and profits like those, Amazon will continue to dominate the e-commerce marketplace for years to come, with no signs of slowing down.

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