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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 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 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 Internet users aged 18+ who had purchased clothing or footwear in the past 12 months, surveyed in January/February each year (1,564 in 2018, 1,628 in 2019, 1,855 in 2020)
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 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 groceries online from in the past 12 months.

Base: US Internet users 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)
*In 2020, we specified Kroger, Harris Teeter, Fred Meyer, Smith’s Food & Drug, King Soopers, City Market and Ralphs. This was a slightly expanded list versus 2018 and 2019, when 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 Internet users aged 18+, surveyed in January/February each year (1,732 in 2019, 1,934 in 2020)
Source: Coresight Research

GMV and Share of US E-Commerce

Amazon generated global GMV of $324.5 billion in 2019, Coresight Research estimates. In the US, Amazon enjoyed a 36.0% share of total online retail sales in 2019, 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
1 Global GMV:
2 Amazon Global Online GMV (USD Bil.) 148.5 188.1 233.0 277.0 324.5
3 Global First-Party Online GMV (USD Bil.) 73.1 87.0 103.1 117.0 134.4
4 Global Third-Party Online GMV (USD Bil.) 75.4 101.1 129.9 160.0 190.1
5 US GMV:
6 Amazon US Online GMV (USD Bil.) 95.0 120.6 149.2 175.4 206.7
7 US First-Party Online GMV (USD Bil.) 46.8 55.8 66.0 74.1 85.6
8 US Third-Party Online GMV (USD Bil.) 48.2 64.8 83.2 101.3 121.1
9 Amazon US Channel Share:
10 Amazon US Online GMV Share of US E-Commerce (%) 30.1 33.0 35.0 35.3 36.0

All data are estimated, apart from 2018 Global GMV figures
Source: Company reports/US Census Bureau/Coresight Research

US Clothing Listings

In collaboration with competitive intelligence provider DataWeave, we aggregated data on women’s and men’s clothing products listed on Amazon.com in October 2019.

This chart shows the identified number of clothing product listings on Amazon, by category and split by women’s/men’s.

Men’s
Women’s

Data as of October 2019
Source: DataWeave/Coresight Research

This chart shows the identified number of clothing product listings on Amazon, by brand, for the 20 brands with the greatest number of product listings.

wdt_ID Rank Brand No. of Products
1 1 Generic (unbranded) 65,048
2 2 InterestPrint  50,437
3 3 Hanes 16,596
4 4 Gildan 15,470
5 5 WIHVE 15,280
6 6 Calvin Klein 14,845
7 7 Nike 13,507
8 8 ZeroGravitee 12,103
9 9 Adidas 9,983
10 10 Bella 9,647

Data as of October 2019
Source: DataWeave/Coresight Research

Note on Methodology

The data above cover women’s and men’s clothing on the US Amazon Fashion site. We aggregated data in two stages:

First, we identified all brands included in the top featured-product listings for each subcategory in the Women’s Clothing and Men’s Clothing sections on Amazon Fashion (i.e., the top 500 product listings for women’s tops and tees, the top 500 product listings for men’s activewear, etc.) These top 500 products represent around 95% of Amazon.com’s clothing sales.

We then aggregated data on all product listings within the Women’s Clothing and Men’s Clothing sections for each of these discrete brands. The individually listed products returned are the basis of the data presented above.

US Private-Label Listings

In collaboration with competitive intelligence provider DataWeave, we analyzed over 20,000 products offered by Amazon US under 111 identified private labels, in April 2020.

This chart shows the number of product listings for those private labels.

Data as of April 2020
*Incl. luggage
Source: DataWeave/Coresight Research

This chart shows the number of product listings for the 20 Amazon private labels with the greatest number of products.

wdt_ID Rank Brand No. of Products
1 1 AmazonBasics 4,152
2 2 Rivet 2,177
3 3 Amazon Essentials 2,096
4 4 Daily Ritual 1,460
5 5 365 Everyday Value 1,318
6 6 Goodthreads 1,177
7 7 find. 717
8 8 Lark & Ro 705
9 9 Solimo 570
10 10 Whole Foods Market 487

Data as of April 2020
Source: DataWeave/Coresight Research

About DataWeave

DataWeave is an AI-powered SaaS platform that provides competitive-intelligence-as-a-service to e-commerce businesses and consumer brands, enabling them to compete profitably and accelerate revenue growth. The company’s proprietary technology platform helps e-commerce businesses to make smarter pricing and merchandising decisions, as well as consumer brands to protect their online brand equity and optimize their e-commerce performance. For more information, visit dataweave.com.

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