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Amazon Databank

Coresight Research’s Amazon Databank brings together a range of proprietary data on Amazon, with a focus on its US operations. The Amazon Databank includes the following:

  • 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 Fulfillment-Center Network: The number of fulfillment centers added by Amazon over the past decade.

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 (1,564 in 2018, 1,628 in 2019, 1,855 in 2020, 1,818 in 2021, 2,318 in 2022)
Source: Coresight Research

US Grocery Shopper Numbers

Amazon is the 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 (435 in 2018, 695 in 2019, 599 in 2020, 975 in 2021, 1,135 in 2022)
*In 2022, we specified Kroger, Harris Teeter, Fred Meyer, Smith’s Food & Drug, King Soopers, City Market, Ralphs, Dillons and Fry’s. In 2020 and 2021, we specified Kroger, Harris Teeter, Fred Meyer, Smith’s Food & Drug, King Soopers, City Market and Ralphs. In 2018 and 2019, we specified Kroger, Harris Teeter, Fred Meyer and Smith’s Food & Drug. Respondents were given the following definition of groceries: The kind of food and nonfood products that you regularly buy from a grocery store, including food, drink, pet food, household cleaning products (e.g., laundry detergent) and personal care products (e.g., shampoo, diapers).
Source: Coresight Research

What US Consumers Buy on Amazon

Clothing and footwear comprise the most-purchased category on Amazon in the US.

This chart 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.

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)
*Introduced in 2022 survey 
**Home improvement included automotive in 2019 and 2020 
***”Sports equipment” prior to 2022
Source: Coresight Research

GMV and Share of US E-Commerce

Amazon generated global GMV of $546.7 billion in 2021, Coresight Research estimates. In the US, Amazon enjoyed a 41.9% share of total online retail sales in 2021, Coresight Research estimates.

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
1 Global GMV:
2 Amazon Global Online GMV (USD Bil.) 148.5 188.1 233.0 277.0 324.5 456.4 546.7
3 Global First-Party Online GMV (USD Bil.) 73.1 87.0 103.1 117.0 134.4 187.7 211.3
4 Global Third-Party Online GMV (USD Bil.) 75.4 101.1 129.9 160.0 190.1 268.7 335.5
5 US GMV:
6 Amazon US Online GMV (USD Bil.) 95.0 120.6 149.7 175.3 206.6 291.0 337.9
7 US First-Party Online GMV (USD Bil.) 46.8 55.8 66.2 74.0 85.5 119.7 130.6
8 US Third-Party Online GMV (USD Bil.) 48.2 64.8 83.5 101.2 121.0 171.3 207.4
9 Amazon US Channel Share:
10 Amazon US Online GMV Share of US E-Commerce (%) 30.9 34.3 36.5 37.4 39.1 40.8 41.9

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.

Source:Company reports/Coresight Research

Source: Company reports/Coresight Research

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