Overview

Amazon's third-party marketplace has crossed a landmark threshold, surpassing $2.5 trillion in cumulative seller sales spanning from 2000 through 2024. But behind that headline figure lies a more nuanced story: the platform is simultaneously growing in transaction volume while shrinking in active seller count, creating a consolidation dynamic that favors established, operationally sophisticated businesses over newcomers.

Key Points

• $2.5 trillion in cumulative sales — Total third-party seller revenue generated on Amazon from 2000 through 2024
• 62% third-party unit share — An all-time high as of Q3 2025, up from 56% in late 2021
• 55,000+ million-dollar sellers — The number of sellers exceeding $1 million in annual sales during 2024, a 37.5% increase from roughly 40,000 in 2021
• 1.9 million active sellers — Down 21% from a peak of 2.4 million in 2021, signaling significant marketplace consolidation
• $290,000 average annual revenue per seller — A 16% year-over-year increase, reflecting higher sales concentration among remaining operators

The Consolidation Paradox

While roughly one million new sellers still register on Amazon each year, the net active seller count has fallen sharply since 2021. The result is a marketplace where fewer operators compete for a growing pool of customer traffic. Average monthly visits per seller have climbed 31%, from around 2,162 in 2021 to 2,837 in 2025, giving surviving sellers more visibility than they have had in years.

Several forces are driving this shakeout. Total seller fees — including referral fees, FBA costs, and advertising spend — now exceed 50% of revenue on average, creating steep profitability hurdles. First-year failure rates for new sellers remain stubbornly high at 68%, and 60% of the top 10,000 sellers registered before 2019. Chinese manufacturers, who now account for more than half of top sellers, bring direct pricing advantages that intensify pressure on commodity categories. The data paints a clear winner-takes-most picture: sellers earning under $100,000 per year make up nearly three-quarters of all active accounts but capture only a fraction of total sales volume.