The Coresight Research Amazon Databank brings together a range of proprietary data on Amazon, with a focus on its US retail operations. The Amazon Databank includes the following: Infographic—Major Amazon Brands, Divisions and Investments: A snapshot of Amazon’s diverse interests across sectors ranging from automotive to technology development. US Prime Membership Rates: The proportion of surveyed consumers that have an Amazon Prime membership—multiyear data. US Apparel Shopper Numbers: The proportion of surveyed clothing and footwear shoppers that had bought clothing or footwear on Amazon, trended year to year; and comparable figures for the next-most-popular retailers—multiyear data. US Online Grocery Shopper Numbers: The proportion of surveyed online grocery shoppers that had bought groceries on Amazon; and comparable figures for the next-most-popular retailers—multiyear data. What US Consumers Buy on Amazon: The proportion of surveyed respondents that had bought product categories on Amazon—multiyear data. GMV and Share of US E-Commerce: Amazon’s global and US estimated gross merchandise volume (GMV) and Amazon’s estimated share of US e-commerce sales—multiyear data. US Clothing Listings: The number of identified clothing products listed by category and for the most-listed brands on Amazon.com US Private-Label Listings: The number of identified private-label products by category and for the most-listed private labels on Amazon.com US Fulfillment-Center Network: The number of fulfillment centers added by Amazon over the past decade. Infographic: Major Amazon Brands, Divisions and Investments US Prime Membership Rates Over half of US consumers now personally have an Amazon Prime membership. This chart shows the proportion of all respondents agreeing to statements on Amazon Prime membership. Base: US Internet users aged 18+ Source: Coresight Research US Apparel Shopper Numbers Amazon is the most-shopped retailer for apparel in the US. This chart shows the proportion of clothing and footwear shoppers that had purchased clothing or footwear on Amazon.com and from the next-most-popular retailers in the past 12 months. Respondents were given a list of major retailers and asked to select which they had purchased clothing or footwear from in the past 12 months. Base: US respondents aged 18+ who had purchased clothing or footwear in the past 12 months, surveyed in January/February/March each year Source: Coresight Research US Grocery Shopper Numbers Amazon is the second-most-shopped retailer for groceries online in the US. This chart shows the proportion of online grocery shoppers that had purchased groceries on Amazon.com and from the other leading retailers in the past 12 months. Respondents were given a list of major retailers and asked to select which they had purchased groceries online from in the past 12 months. Base: US respondents aged 18+ who had purchased groceries online in the past 12 months, surveyed in March/April each year *In 2022 and 2023, specified as: Kroger, Harris Teeter, Fred Meyer, Smith’s Food & Drug, King Soopers, City Market, Ralphs, Dillons and Fry’s. In 2020 and 2021, specified as: Kroger, Harris Teeter, Fred Meyer, Smith’s Food & Drug, King Soopers, City Market and Ralphs. In 2018 and 2019, specified as: Kroger, Harris Teeter, Fred Meyer and Smith’s Food & Drug. Source: Coresight Research What US Consumers Buy on Amazon Clothing and footwear comprise the most-purchased category on Amazon in the US. This table shows the proportion of all respondents that had purchased the listed categories on Amazon.com in the past 12 months. Respondents were given a list of categories and asked to select which, if any, they had purchased on Amazon.com in the past 12 months. wdt_ID Category 2019 2020 2021 2022 2023 2024 1 Clothing or Footwear 50.9% 61.5% 51.0% 56.6% 45.5% 50.8% 2 Health Products such as Vitamin Supplements 29.3% 34.9% 34.5% 38.0% 31.4% 36.4% 3 Beauty or Personal Care Items 38.1% 45.1% 42.7% 37.6% 30.8% 36.1% 4 Electronics 37.9% 39.7% 32.8% 34.1% 28.3% 31.1% 5 Pet Products* N/A N/A N/A 32.6% 28.7% 30.6% 6 Toys or Games N/A N/A N/A 36.8% 24.9% 28.9% 7 Food or Drink Items 24.8% 30.2% 32.5% 31.7% 27.1% 28.8% 8 Books incl. Physical Books and Ebooks 44.7% 41.0% 44.0% 38.3% 24.0% 27.5% 9 Sports or Fitness Products ex. Clothing and Footwear** 15.0% 18.0% 17.0% 21.2% 20.4% 23.5% 10 Home Improvement*** 24.9% 29.3% 28.0% 26.4% 19.8% 22.6% 11 Household Appliances 25.9% 29.9% 29.5% 26.4% 22.8% 22.0% 12 Furniture, Furnishings or Decorative Items 22.6% 26.7% 24.9% 24.9% 18.2% 19.2% 13 Stationery/Party Products/Craft Products/Greeting Cards* N/A N/A N/A 18.5% 14.7% 15.9% 14 Video incl. DVDs, Downloads and Streaming 27.9% 28.5% 24.9% 22.1% 15.3% 15.3% 15 Automotive*** N/A N/A 16.6% 17.1% 14.3% 14.9% 16 Music incl. CDs, Downloads and Streaming 16.9% 19.1% 15.5% 15.0% 12.1% 14.2% 17 Watches or Jewelry 16.1% 17.8% 14.5% 15.1% 14.3% 13.6% 18 Bags or Luggage 10.7% 14.9% 8.6% 11.7% 10.5% 11.9% 19 Other Categories 23.2% 24.4% 23.7% 14.4% 13.1% 10.5% Base: US respondents aged 18+, surveyed in January/February/March each year (1,732 in 2019, 1,934 in 2020; 2,006 in 2021, 2,138 in 2022, 2,000 in 2023) *Introduced in 2022 survey **”Sports equipment” prior to 2022 ***Home improvement included automotive in 2019 and 2020 Source: Coresight Research GMV and Share of US E-Commerce This table shows Amazon’s estimated GMV, globally and for the US, split between first-party sales (made by Amazon itself) and third-party sales (made by sellers on Amazon’s platforms), as well as Amazon’s estimated share of total US Internet retail sales. Our data are for online sales of physical products and exclude sales made through physical stores, such as Whole Foods Market. wdt_ID Category 2015 2016 2017 2018 2019 2020 2021 2022 2023 1 Global GMV: 2 Amazon Global Online GMV (USD Bil.) 148.5 188.1 233.0 277.0 324.5 456.4 546.7 566.0 650.1 3 Global First-Party Online GMV (USD Bil.) 73.1 87.0 103.1 117.0 134.4 187.7 211.3 209.3 220.6 4 Global Third-Party Online GMV (USD Bil.) 75.4 101.1 129.9 160.0 190.1 268.7 335.5 356.7 429.5 5 US GMV: 6 Amazon US Online GMV (USD Bil.) 95.0 120.6 149.6 175.1 206.4 290.9 337.8 362.1 415.9 7 US First-Party Online GMV (USD Bil.) 46.8 55.8 66.2 74.0 85.5 119.6 130.5 133.9 141.1 8 US Third-Party Online GMV (USD Bil.) 48.2 64.8 83.4 101.2 121.0 171.2 207.3 228.2 274.8 9 Amazon US Channel Share: 10 Amazon US Online GMV Share of US E-Commerce (%) 30.8 34.1 36.3 37.4 38.8 37.7 37.5 37.0 39.2 11 Amazon First-Party Online GMV Share of US E-Commerce (%) 15.1 15.7 16.1 15.8 16.1 15.5 14.5 13.7 13.3 12 Amazon Third-Party Online GMV Share of US E-Commerce (%) 15.6 18.3 20.3 21.6 22.7 22.2 23.0 23.3 25.9 All data are estimated, apart from 2018 Global GMV figures Source: Company reports/US Census Bureau/Coresight Research US Fulfillment-Center Network Amazon opened its first fulfillment center in 1997 and currently operates more than 400 in the US. The charts show the number of fulfillment centers and total square footage opened by Amazon each year since 2010. Total Fulfillment CentersNewly Added Fulfillment CentersTotal Fulfillment Centers 2024 YTD as of September Source: Company reports/Coresight Research Newly Added Fulfillment Centers 2024 YTD as of September Source: Company reports/Coresight Research This report is for Premium subscribers only. Learn more about subscriptions here.
