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Deep Dive: Amazon in 20 Charts— the Rise and Rise of the E-Commerce Giant

Executive Summary

In this report, we present metrics from company filings, consumer surveys and research firms to chart the continued evolution of Amazon. Our top takeaways include:

  • Amazon Web Services is driving growth in Amazon’s operating margins. This business division yielded a 25% operating margin in 2016, up from 19% in 2015. And the division is growing its share of Amazon’s total revenues.
  • Amazon’s third-party marketplace is almost certainly providing further support to margins. Half of all unit sales made through Amazon are now made by third-party sellers.
  • Amazon Prime is shoring up topline growth. Some 42% of US adults now have a Prime membership, and that figure rises to 55% among millennials.

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