Amazon has roughly 9.7 million registered seller accounts worldwide, but Marketplace Pulse, which has tracked the marketplace since 2015, counts only 1.65 million as genuinely active at the end of 2025, down from 2.4 million in 2021. The gap between those two numbers, registered versus active, is the real answer to “how many Amazon sellers are there”: most accounts that ever sign up never sell a single unit or stop within a year.
If you are trying to size up the competition on Amazon, or decide whether now is a good time to launch a store, the count that matters is the active one, and it is shrinking even as the sellers who remain sell more than ever. Here is the current data on how many Amazon sellers exist, where they are, how they fulfill orders, and how many of them actually make real money.
How many Amazon sellers are there in 2026?
Amazon’s total registered-account figure, about 9.7 million worldwide, is closer to a historical sign-up count than a snapshot of the live marketplace. Most of those accounts were created, listed nothing, or went dormant after a short trial. Marketplace Pulse’s active-seller definition is stricter: an account counts as active only if it has received at least one piece of seller feedback in the trailing 12 months. By that measure, 1.65 million sellers were active worldwide at the end of 2025, meaning roughly 83% of all registered accounts were not actually selling.
Figure 1: Share of Amazon’s roughly 9.7 million registered seller accounts that were active at the end of 2025. Source: Marketplace Pulse.
That 17% figure is also why “how many Amazon sellers are there” does not have one clean answer. A journalist quoting the 9.7 million number and one quoting the 1.65 million number are both technically correct, they are just measuring different things.
How has Amazon’s active seller count changed since 2021?
The active-seller count has fallen every year Marketplace Pulse has measured it since 2021. Worldwide active sellers dropped from 2.4 million in 2021 to 1.65 million by the end of 2025, a roughly 31% decline over four years, even as Amazon’s total sales volume kept climbing. Traffic per active seller rose 31% over the same period, meaning the sellers who stayed are each reaching more shoppers than they were in 2021.
Figure 2: Worldwide active Amazon sellers, year-end 2021 versus year-end 2025. Source: Marketplace Pulse.
The same pattern holds at the country level. US active sellers, defined the same way, fell from 584,000 in January 2025 to about 500,000 by March 2026, a decline of roughly 14% in just over a year. Fewer sellers competing for the same shopper traffic is a large part of why the sellers who remain are seeing stronger results per account.
How many new sellers join Amazon each year?
New seller registrations on Amazon.com dropped to 165,000 in 2025, down 44% from roughly 295,000 the year before, according to Marketplace Pulse, which has tracked this figure since 2015. It is the lowest annual total the firm has recorded. Rising fulfillment fees and a marketplace already crowded with established sellers have both raised the bar for a first-time listing to become profitable.
The nationality of new sellers has also shifted sharply over the past decade. American sellers made up 70.8% of new Amazon.com launches back in 2016. By 2024 that had fallen to 26.8%, and by 2025 to just 16.3%, while Chinese sellers accounted for 59.9% of new 2025 launches.
Figure 3: American share of new Amazon.com seller launches, 2016 to 2025. Source: Marketplace Pulse.
A slower pipeline of new sellers does not mean a slower marketplace. It means the marketplace is consolidating around sellers who are already established, and increasingly, around sellers based outside the US.
What counts as an “active” Amazon seller?
Because “how many Amazon sellers are there” produces such different answers depending on the definition, it is worth showing the actual test researchers use. Marketplace Pulse’s active-seller count, the 1.65 million figure used throughout this article, requires three things to be true.
Figure 4: The test an account must pass to be counted as an active Amazon seller. Source: Marketplace Pulse methodology.
This is also why the “9.7 million sellers” headline that circulates on vendor blogs is not wrong, it is just describing sign-ups rather than a live competitive set. When you are researching a product category, the active count, not the registered count, is the one that reflects who you are actually competing against.
How are Amazon sellers split between FBA and FBM?
Fulfillment method is one of the clearest ways to segment the active seller base. According to Jungle Scout’s 2024 State of the Seller report, the most recent year it published this specific breakdown, 64% of sellers use Fulfillment by Amazon exclusively, 22% handle their own shipping through Fulfillment by Merchant only, and 14% run a hybrid model, switching between the two by product.
| Fulfillment method | Share of sellers |
|---|---|
| FBA only | 64% |
| FBM only | 22% |
| Both FBA and FBM | 14% |
Source: Jungle Scout, State of the Seller 2024 report.
Figure 5: How active Amazon sellers split between fulfillment methods. Source: Jungle Scout, State of the Seller 2024 report.
FBA’s storage fees and inventory requirements push sellers toward a narrower, higher-velocity catalog, while FBM sellers tend to list more products since they are not paying Amazon for warehouse space. Either way, a seller operating a storefront off Amazon, or selling through their own site alongside a marketplace listing, still needs terms that hold up on their own site. If you run a store outside Amazon too, you can generate a terms and conditions agreement that covers your own checkout, shipping, and dispute terms separately from Amazon’s marketplace rules.
How many Amazon sellers reach 1 million dollars or more in sales?
High-revenue sellers have grown even as the overall seller count shrank. More than 100,000 sellers surpassed 1 million dollars in annual sales in 2025, up from roughly 60,000 in 2021, according to Marketplace Pulse. At the very top, 235 sellers now exceed 100 million dollars in annual sales, up from just 50 in 2021, a more than fourfold increase in five years. More than 60% of the top 10,000 sellers by revenue launched their accounts before 2019, so most of the largest sellers today are not recent arrivals.
| Revenue tier | Sellers in 2021 | Sellers in 2025 |
|---|---|---|
| $1 million+ in annual sales | ~60,000 | 100,000+ |
| $100 million+ in annual sales | 50 | 235 |
Source: Marketplace Pulse.
Figure 6: Growth in Amazon’s highest-revenue seller tiers, 2021 to 2025. Source: Marketplace Pulse.
For a broader look at what those sellers actually sell and how Amazon’s total sales break down, see our Amazon sales and market share statistics.
The Bottom Line
There is no single correct answer to “how many Amazon sellers are there,” but the most useful one is 1.65 million, the count of accounts that were genuinely active at the end of 2025. The 9.7 million registered-account figure counts everyone who ever signed up, most of whom never sold anything. Both counts are shrinking on the new-registration side, down to 165,000 launches in 2025, while the sellers who remain are consolidating more revenue into fewer accounts. If you are evaluating Amazon as a channel, size the competition using the active count, not the registered one, and treat the falling new-seller number as a sign the bar for a profitable first listing keeps rising.
Frequently Asked Questions
How many Amazon sellers are there in 2026? Amazon carries roughly 9.7 million registered seller accounts worldwide, but Marketplace Pulse counts only 1.65 million as genuinely active at the end of 2025, down from 2.4 million in 2021.
How many active sellers does Amazon have in the United States? US active sellers, defined as accounts with at least one seller feedback in the past year, fell from 584,000 in January 2025 to about 500,000 by March 2026, according to Marketplace Pulse.
What percentage of Amazon sellers use FBA? 64% of Amazon sellers use FBA only, 22% use FBM only, and 14% run a hybrid FBA and FBM model, per Jungle Scout’s 2024 State of the Seller report.
How many Amazon sellers make over 1 million dollars a year? More than 100,000 Amazon sellers surpassed 1 million dollars in annual sales in 2025, up from roughly 60,000 in 2021, and 235 sellers topped 100 million dollars, up from 50 in 2021, per Marketplace Pulse.
Sources and References
- Marketplace Pulse. (2026). “Amazon New Seller Numbers Hit Decade Low in 2025.” Seller registration and revenue-tier tracking since 2015.
- Marketplace Pulse. (2026). “Top 1.6% of Sellers Drive 50% of Amazon’s 3P GMV.” Active-seller and revenue-tier tracking.
- Modern Retail. (2026). “Marketplace Briefing: Amazon’s seller count falls as revenue concentrates among top sellers.” Citing Marketplace Pulse data.
- Jungle Scout. (2025). “State of the Amazon Seller 2025.” Survey of nearly 1,500 Amazon sellers and businesses, January 2025.
- Jungle Scout. (2024). “Amazon FBA vs FBM Comparison Guide,” citing the 2024 State of the Seller report’s fulfillment-method breakdown.
- About Amazon. (2025). Amazon’s 2025 Small Business Empowerment Report.
Note: All figures verified as of August 2026. Amazon seller counts shift with fee changes and holiday-quarter volume, so headline figures here are refreshed at least twice a year.
