Amazon reported $716.9 billion in net sales for 2025, up 12% from 2024, and says independent sellers account for more than 60% of sales in its store. Those sellers paid Amazon $172.2 billion in 2025 for commissions, fulfillment and related services, and Amazon booked another $68.6 billion in advertising. Every figure below comes from Amazon's earnings releases, its seller fee announcements or its 2025 Small Business Empowerment Report. Figures were last checked on November 9, 2026.
Amazon at a glance
- 2025 net sales: $716.9 billion, up 12% from $638.0 billion in 2024 (Amazon fourth quarter 2025 results).
- North America segment, 2025: $426.3 billion, up 10%.
- Third quarter 2026 net sales: $201.9 billion, up 12% from $180.2 billion a year earlier (Amazon third quarter 2026 results, October 29, 2026).
- Fourth quarter 2026 guidance: Amazon expects net sales between $240.0 billion and $247.0 billion, growth of 12% to 16%.
- Independent sellers' share: more than 60% of sales in Amazon's store (2025 Small Business Empowerment Report).
How much Amazon earns from sellers
Amazon reports a line called third-party seller services. It covers commissions plus the fulfillment and shipping fees sellers pay. It is fee revenue, not the value of the goods sellers sold, so it understates how much merchandise moves through the marketplace.
- Third-party seller services, 2025: $172.2 billion, up from $156.1 billion in 2024, an increase of about 10%.
- Third-party seller services, third quarter 2026: $46.5 billion, up 9% (10% excluding currency changes).
- Advertising services, 2025: $68.6 billion, up from $56.2 billion in 2024, an increase of about 22%. Amazon's definition includes sponsored ads, display and video bought by sellers, vendors and others.
- Advertising services, third quarter 2026: $19.6 billion, up 11% (12% excluding currency). Amazon said Prime Day timing affected the quarter and that it expects advertising growth "in the high teens" in the fourth quarter of 2026.
Put the two lines together and sellers and advertisers paid Amazon more than $240 billion in 2025. Sellers see that money as deductions inside every settlement report.
Independent sellers on Amazon
Amazon's 2025 Small Business Empowerment Report, published in April 2026, covers calendar year 2025. These are Amazon's own figures about its own marketplace.
- Average annual sales: US independent sellers averaged more than $375,000 in sales in Amazon's store in 2025, up from more than $290,000 in 2024.
- Million-dollar sellers: more than 75,000 independent sellers passed $1 million in sales in 2025, a 36% increase from 2024. The 2024 report put that group at more than 55,000.
- Units: US independent sellers sold more than 4.6 billion items in 2025, which Amazon describes as more than 8,900 per minute.
- Fast growers: more than 11,000 US-based independent sellers grew their sales by more than 10 times in 2025.
- Jobs: independent sellers employed more than 2 million people in the US to support their Amazon businesses.
- Financing: Amazon says it helped US small businesses get more than $1 billion in financing in 2025.
- AI tools: Amazon's AI-powered Seller Assistant has more than 230,000 monthly users, and Amazon says sellers accept its recommended actions nearly 90% of the time.
One caution on the average. A mean of $375,000 is pulled up by the 75,000 sellers above $1 million. It describes sales, not profit, and it says nothing about what the typical seller keeps after fees, advertising and cost of goods.
Amazon fee changes for 2026 and 2027
Fees are where Amazon's numbers hit a seller's margin directly. Amazon publishes its US fee changes each fall.
- 2025: no increase in US referral or FBA fees, according to Amazon.
- 2026: FBA fees rose by an average of $0.08 per unit sold, or less than 0.5% of an average item's selling price, effective January 15, 2026.
- Fuel and logistics surcharge: starting April 17, 2026, Amazon added a 3.5% surcharge to FBA fulfillment fees in the US.
- 2026 holiday peak fees: peak fulfillment fees apply from October 15, 2026 to January 14, 2027.
- Removal and disposal: the fee for a standard-size unit up to 0.5 lb dropped from $1.04 to $0.84 on January 15, 2026. Liquidations carry a 15% referral fee on gross recovery value plus a processing fee.
- 2027: FBA fulfillment fees will rise by an average of $0.19 per unit sold, about 0.8% of the average item's selling price. Most changes take effect January 15, 2027. Amazon is also removing the storage utilization surcharge on February 1, 2027 and holding the fuel and logistics surcharge unchanged.
Worked example: what $0.19 a unit costs
Illustrative numbers: take a seller with $375,000 in annual Amazon sales, the 2025 average, and an average selling price of $15. That is 25,000 units a year.
- 25,000 units × $0.19 = $4,750 in added FBA fees for 2027
- $4,750 ÷ $375,000 = about 1.3% of sales
That is higher than Amazon's 0.8% average because this seller's price point is lower than Amazon's average item. Amazon says the change varies by product, size and price, and that some fees will fall. To get your own number, run the change SKU by SKU against your sales mix.
Shoppers and AI on Amazon
Amazon's October 2025 earnings release said 250 million customers had used Rufus, its AI shopping assistant, that year, and that shoppers using Rufus were 60% more likely to complete a purchase. On the seller side, the Seller Assistant figures above show the same shift: Amazon is putting AI into both ends of the transaction.
What these numbers mean for your books
Almost all of that $172.2 billion in seller fees reaches sellers the same way: netted out of a payout. A settlement deposits what is left after referral fees, FBA fees, storage, advertising and refunds come out. If you record only the deposit, your books understate both revenue and expenses, and your margin by SKU is a guess.
Three practical points follow from the data above:
- Fee changes are SKU-specific. The 2027 change raises some fees and lowers others. Check the products that carry your volume first, using the line items in Amazon's settlement report rather than the averages.
- Surcharges stack. The 3.5% fuel surcharge applies on top of fulfillment fees, and peak fees apply on top of that from October to January. A Q4 margin built on spring fee rates will be wrong.
- Storage rules are changing again in 2027. Aged inventory will cost more and inventory that turns in under six months will cost the same or less, according to Amazon. Our guide to Amazon FBA fees in 2026 covers the current rate structure.
ConnectBooks posts each Amazon settlement to QuickBooks or Xero with fees, refunds and advertising split into their own accounts, so the deposit matches the bank and the fees are visible by SKU. See how Amazon accounting in ConnectBooks works, or ask Crunch which products a fee change hits hardest using your reconciled ConnectBooks data.
Frequently asked questions
What share of Amazon sales come from third-party sellers?
Amazon says more than 60% of sales in its store come from independent sellers, most of them small and medium-sized businesses. That figure is from Amazon's 2025 Small Business Empowerment Report. Amazon does not publish the dollar value of goods sold by third parties. What it does report is the fee revenue it earns from them: $172.2 billion in third-party seller services in 2025.
How much does the average Amazon seller make?
Amazon says US independent sellers averaged more than $375,000 in annual sales in its store in 2025. That is a sales figure, not profit, and it is an average skewed upward by the more than 75,000 sellers who passed $1 million. A seller's actual take depends on referral fees, FBA fees, advertising, returns and cost of goods.
Are Amazon FBA fees going up in 2027?
Yes, on average. Amazon announced on November 5, 2026 that FBA fulfillment fees will rise by an average of $0.19 per unit sold, about 0.8% of the average item's selling price, with most changes effective January 15, 2027. Some fees will fall. The storage utilization surcharge ends February 1, 2027.
How big is Amazon's advertising business?
Amazon reported $68.6 billion in advertising services revenue in 2025, up from $56.2 billion in 2024. In the third quarter of 2026 it reported $19.6 billion, up 11%.
Sources
- Amazon.com Announces Third Quarter Results, Amazon, October 29, 2026
- Amazon.com Announces Fourth Quarter Results, Amazon, February 5, 2026
- Small Business Empowerment Report, Amazon, 2025 report published April 2026
- A record number of independent sellers surpassed $1 million in sales in 2025, Amazon, April 2026
- 2026 Amazon Referral and FBA Fee Updates, Amazon
- Update to US Referral and Fulfillment by Amazon fees for 2027, Amazon, November 5, 2026
- 2026 FBA removal, disposal and liquidation order fee changes, Amazon Seller Central
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