How Many People Shop on Amazon? Statistics & Facts (2025)

How Many People Shop on Amazon?

As of October 2024, more than 315 million people shop on Amazon, showing a 1.61% increase from 2023. Although this growth seems small, it's more than what we've seen in the past few years.

This change might be due to better shopping experiences, more products, or smart marketing. Amazon continues to be a major player in online shopping.

By October 2024, Amazon has over 315 million shoppers, a 1.61% increase from last year. This growth surpasses recent trends, driven by better delivery, more products, and competitive pricing.

Top Amazon Shopping Statistics

Here are the most important statistics that that this article provides:

• Active Customers: As of 2024, Amazon serves over 315 million active customers worldwide, demonstrating its vast global reach.
• Amazon Prime Membership: The platform boasts over 200 million Prime members globally, with approximately 161.7 million in the United States alone.
• Market Share: Amazon captures 39.6% of the U.S. e-commerce sales market as of 2023, with projections to grow to 40.9% by 2025.
• Amazon Alexa: With 71.6 million users in the U.S., Alexa holds a 45% share of the smart speaker market, highlighting its role in smart home technology.
• Audible Subscribers: Audible has over 50 million paid subscribers worldwide, commanding 63.4% of the U.S. audiobook publishing market.
• Amazon Go Stores: By 2023, Amazon Go has expanded to 43 locations in major cities, offering a cashier-less shopping experience.
• Customer Loyalty: Amazon maintains a high customer loyalty rate, with 89% of its customers remaining dedicated to the platform.
• Sales Growth: In 2023, Amazon's net sales reached $575 billion, with projections to climb to $643 billion in 2024.
• Product Discovery: 75% of shoppers use Amazon to explore new products and brands, underscoring its role as a key platform for product discovery.

Timeline of How Many People Shop on Amazon

Here is a timeline that goes 10 years back, showing the amount of people who has shopped on Amazon within the respective years.

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Amazon User Insights

Amazon's expansive user base highlights its widespread appeal and significant presence in the global market. With millions of active users engaging with the platform, Amazon continues to set the standard for e-commerce by offering a diverse range of products and services.

Its ability to attract and retain a vast audience underscores its role as a leader in shaping consumer behavior and preferences worldwide.

Global Reach

• Total Active Users: Amazon serves over 310 million active users worldwide.
• U.S. Presence: Around 80% of these users are based in the United States.

Amazon Prime Membership

• Worldwide: The platform boasts over 200 million Prime members globally.
• United States: Approximately 161.7 million of these members are in the U.S.

User Engagement

• Monthly Activity: Nearly 98 million users log in to Amazon at least once a month.

Demographic Breakdown

This table shows the demographic percentage of the Amazons user base.

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Want more Amazon statistics? Make sure to check out our article on how many people work at Amazon.

Amazon Market Share

Amazon's dominance in the e-commerce sector is evident through its substantial market share and impressive sales figures.

U.S. E-commerce Market Share

• 2023: Amazon captures 39.6% of the U.S. e-commerce sales market.
• Projected 2025: Expected to grow to 40.9%.

Global Retail Sales

• 2024: Represents 6.6% of total U.S. retail sales.

Sales Growth

• 2023 Sales: Estimated at $746.22 billion.
• 2025 Projection: Anticipated to reach $540.29 billion in retail e-commerce sales.

Amazon's Market Share Growth Over the Years

This table shows how Amazon has been increasing their market share continously since 2020.

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Amazon Go Store Insights

Amazon Go stores are revolutionizing the retail landscape with their innovative cashier-less shopping experience, allowing customers to shop without traditional checkout lines. First introduced in Seattle in 2018, these stores leverage advanced technology to offer a seamless shopping journey.

Sales Performance

In 2022, Amazon Go's physical store sales experienced a notable 12.5% increase, indicating a growing consumer interest in this innovative shopping format. This rise in sales highlights the appeal of Amazon Go's unique cashier-less experience, which continues to attract more shoppers.

Global Retail Impact

Amazon's physical retail sales approached $19 billion in 2022, emphasizing the company's expanding presence in the brick-and-mortar sector. This growth underscores Amazon's ability to integrate cutting-edge technology with traditional retail, enhancing its footprint in the global market.

Customer Feedback

Customer feedback on Amazon Go has been largely positive. About 59% of U.S. shoppers believe that Amazon Go could have a negative impact on other retailers, reflecting its disruptive potential. Additionally, 54% of visitors rated their experience at Amazon Go as "excellent," showcasing high satisfaction levels among those who have tried the service.

Awareness and Engagement

Despite its growing popularity, awareness and engagement with Amazon Go remain areas for development. Only 28% of consumers have visited an Amazon Go store, and 20% of people are still unaware of its existence. This indicates an opportunity for Amazon to increase visibility and attract more customers to its innovative retail concept.

Store Locations

By 2023, Amazon Go has expanded to 43 locations in major cities, including Seattle, Chicago, London, and New York City, showcasing its commitment to bringing this futuristic shopping experience to urban centers worldwide.

Customer Loyalty and Amazon Prime

Amazon's strong customer loyalty is significantly enhanced by its Prime membership, which offers a range of benefits that encourage frequent shopping and repeat business.

• Customer Loyalty: Amazon boasts a high customer loyalty rate, with 89% of its customers remaining dedicated to the platform.
• Customer Satisfaction: Amazon scores 84 out of 100 in ASCI points, reflecting high customer satisfaction.

Prime membership plays a crucial role in retaining customers. The retention rate for Prime members is 93% after one year and rises to 98% after two years, demonstrating the value members find in the service. Prime shoppers are highly engaged, with 85% visiting Amazon at least once a week and 46% making a purchase weekly.

Prime Membership Insights

Here are some of the most notable statistics about Amazon prime users.

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Amazon Search Behavior

Amazon has become the go-to platform for many consumers when starting their product searches.

Product Search Initiation

63% of customers begin their product searches on Amazon.

Search-Driven Views

90% of product views are generated from organic searches, highlighting the importance of optimizing product listings with relevant keywords and high-quality content to improve visibility.

First Page Importance

• 70% of customers do not venture beyond the first page of search results.
• 35% click on the first product listed.
• 64% of clicks occur on the first three results.

Impact of Search Rankings on Clicks

This table shows how much of the traffic to their product pages comes from certain positions in the SERP.

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Amazon Product Sales Statistics

Amazon's impressive sales figures underscore its leading role in the retail industry and its impact on consumer buying behavior.

Sales Growth

In 2023, Amazon's net sales surged by about 12%, reaching $575 billion. This growth reflects the company's strategic focus on expanding its product offerings and enhancing customer experiences. Looking ahead, sales are projected to climb to $643 billion in 2024.

Product Offerings

Amazon boasts a vast inventory, offering over 12 million products and listing more than 353 million items across its platform.

Daily Revenue

The company generates an average of $1.29 billion in sales each day, illustrating its significant market presence.

Consumer Behavior

• Quick Purchases: 28% of purchases are completed in three minutes or less.
• Product Discovery: 75% of shoppers use Amazon to explore new products and brands.
• Brand Openness: 52% of consumers are more inclined to buy from unfamiliar brands on Amazon.

Annual Net Sales Growth:

This table shows the rapid increase in growth that amazon has had since the covid-19 pandemic.

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Amazon Audible Insights

Audible, Amazon's premier audiobook service, has become a leader in the audio content market with its extensive reach and popularity. Launched in 1995 and acquired by Amazon in 2008, Audible offers a vast library of audiobooks, podcasts, and other spoken-word content, catering to a diverse audience of listeners.

Notable Amazon Audible Statistics

Here are some of the most recent statistics about Amazon Audible

• Subscriber Base: Audible boasts over 50 million paid subscribers worldwide, reflecting its widespread appeal and the growing demand for audio content.
• Market Dominance: The platform commands 63.4% of the U.S. audiobook publishing market, solidifying its leadership position and influence in the industry.
• Listening Patterns: Users spend an average of 41 minutes daily listening to audiobooks, indicating strong engagement and the convenience of consuming content on the go.
• User Demographics: The user base is composed of 54% male and 46% female listeners, showcasing a balanced appeal across genders.
• Financial Performance: Audible generates an estimated $2.5 billion in annual revenue, highlighting its significant contribution to Amazon's overall business.
• Impact on Amazon: The service contributes 4.2% to Amazon's overall revenue from book publishing, underscoring its importance within Amazon's diverse portfolio of services.

Amazon Alexa Usage Insights

Amazon Alexa, launched in 2014, has become a staple in smart homes, driving the adoption of voice-activated technology. As a virtual assistant, Alexa enables users to control smart devices, access information, and perform various tasks through voice commands.

Alexa Usage Statistics

Here are some statistics about Amazon Alexa.