Overview

In February 2025 Amazon disclosed that its seller registry held close to 9.7 million accounts, but only about 1.9 million met the “active” definition—meaning they listed at least one product and recorded a sale within the previous 12 months. This scale shift reshapes the competitive landscape, influencing everything from advertising budgets to inventory cycles for brands looking to launch or expand on the platform.

Key Points

• Total registered sellers — Roughly 9.7 million merchant profiles were listed in Amazon’s database by February 2025, a number that captures both dormant accounts and those still testing the marketplace.
• Active sellers — Approximately 1.9 million of those profiles posted listings and completed sales in the last year, forming the core group of competitors that directly affect pricing and ad auctions.
• Year‑over‑year growth — The active seller segment expanded by about 12 % compared with February 2024, indicating a steady influx of entrepreneurs crossing the sales‑threshold to be counted as “active.”
• Category concentration — Electronics, home‑goods, and private‑label beauty together represent nearly 45 % of all active listings, creating densely packed competition in those verticals.
• Geographic distribution — Sellers based in the United States, United Kingdom and India account for roughly 68 % of the active pool, aligning with the regions that generate the bulk of buyer traffic.
• Inventory turnover speed — Active merchants on average replenish their stock every 45 days, a cadence that directly impacts cash‑flow planning and Amazon storage fees.

How Amazon Tracks Seller Activity

1. Account creation — A prospective merchant submits tax identification, banking details and a business name to open a seller profile; for instance, a startup health‑supplement company selects the Professional plan and receives a unique merchant identifier.
2. Product listing — The seller uploads SKUs, high‑resolution images and pricing information; a boutique clothing brand might launch 120 variations covering different sizes, colors and styles.