Amazon is one of the most recognisable brands in the world, and the third largest by revenue. It was the fourth tech company to reach a $1 trillion market cap, and a market leader in e-commerce, cloud, advertising, video streaming, and music streaming.
Originally launched as an online bookstore in 1995, Amazon spent its first few years as a brokerage for other sellers, similar to eBay. However, founder Jeff Bezos always envisioned it would be an “everything store” and quickly added other items to the e-commerce platform.
By the start of the 2000s, Amazon already had its own distribution hubs, although it wouldn’t be until later on in the decade when it started its own delivery services.
Amazon Web Services (AWS) was also launched at the start of the 2000s, originally built to help third-party retailers build websites quickly. It has since become the largest cloud computing business in the world, with over 30 percent market share.
As Amazon’s e-commerce platform continued to grow, Amazon looked for new ways to generate revenue. It launched the Kindle, an e-reader, in 2007, as the primary hardware for its Kindle e-book store. It also launched tablets and connected TV devices, under the Fire brand.
Not all of Amazon’s hardware has been successful, in 2014, it launched the Fire Phone, which had a clunky 3D screen. Like the HTC First (Facebook Phone), it failed to capture an audience in the US or abroad and was cancelled soon after.
To get customers locked in to the platform, Amazon created Prime in 2005. The service provided subscribers with free delivery on most items, and Amazon has added video and music streaming, alongside other services.
This has been a massive hit for Amazon, with over half of all US adults having a Prime membership. Through this, Amazon has built out its product portfolio, with acquisitions of key movie studios such as MGM Studios for $8.4 billion in 2021.
In 2014, Amazon acquired Twitch.TV for $970 million, a live streaming service primarily dedicated to games. In 2017, it made its largest acquisition to date, paying $17.4 billion for Whole Foods. Both were plays to move deeper into markets they were already dabbling in.
A year after the acquisition of Whole Foods it launched Go, a small chain of stores which use cameras and sensors instead of cashiers. Amazon has launched eight stores so far in the US, but has failed to interest any third-party retailers in setting up their own Go stores.
Amazon is one of the largest competitors in the Internet of Things market, with the Amazon Echo as the hub and Alexa as the personal assistant. It acquired Ring doorbell for $1 billion in 2018 and has since launched other types of Echo devices.
While Amazon still makes a majority of its revenue from its e-commerce platform, it has seen huge increases in revenue from AWS, subscriptions and advertising in the past few years. The coronavirus pandemic provided Amazon with a boost in sales across the board.
We have collected data and statistics on Amazon. Read on below to find out more. Need more insights? Check out our retail app report.
Amazon Key Statistics
- Amazon generated $574 billion revenue in 2023, making it the third largest company in the world by revenue
- Amazon Web Services was responsible for 15% of that revenue
- Amazon reported a net profit of $30.4 billion in 2023, a huge surge in profit after its first net loss in the previous year
- 230 million customers subscribe to Amazon Prime worldwide, with 165 million in the US alone
- Amazon Prime Video had 210 million users in 2023, while Prime Music had 80 million listeners
Retail App Report 2024
Want to learn more about the retail app industry? In our Retail App report, we cover financials, market share, usage, downloads and demographics, with regional and country level breakdowns.
Amazon Overview
| Title | Title 2 |
|---|---|
| Launch date | July 1994 |
| HQ | Seattle, Washington |
| People | Jeff Bezos (executive chairman), Andy Jassy (president, CEO), Brian Olsavsky (CFO) |
| Business type | Public (NASDAQ: AMZN) |
| Industry | E-commerce |
Amazon Revenue
Amazon is the third largest public company by revenue in the world, behind Walmart and China’s State Grid. Revenue increased by 11.9% in 2023 to $574 billion.
Amazon revenue 2005 to 2024 ($bn)
Amazon revenue 2005 to 2023 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2005 | 8.4 |
| 2006 | 10.7 |
| 2007 | 14.8 |
| 2008 | 19.1 |
| 2009 | 24.5 |
| 2010 | 34.2 |
| 2011 | 48 |
| 2012 | 61 |
| 2013 | 74.4 |
| 2014 | 88.9 |
| 2015 | 107 |
| 2016 | 135.9 |
| 2017 | 177.8 |
| 2018 | 232.8 |
| 2019 | 280.5 |
| 2020 | 386 |
| 2021 | 470.8 |
| 2022 | 513.9 |
| 2023 | 574.9 |
Sources: Retail App Report, Company data
Amazon Revenue Breakdown
Amazon breaks out revenue by segment and region. Even though the majority of revenue comes from e-commerce, Amazon has seen strong growth in cloud storage and advertising over the past few years.
Amazon revenue breakdown by segment 2014 to 2023 ($bn)
| Year | Online stores | Physical stores | Third-party retail | Subscription services | AWS | Advertising | Other |
|---|---|---|---|---|---|---|---|
| 2014 | 68.5 | 11.7 | 2.7 | 4.6 | 1.3 | ||
| 2015 | 76.8 | 16 | 4.4 | 7.8 | 1.7 | ||
| 2016 | 91.4 | 22.9 | 6.3 | 12.2 | 2.9 | ||
| 2017 | 108.3 | 5.8 | 31.8 | 9.7 | 17.4 | 4.6 | |
| 2018 | 122.9 | 17.2 | 42.7 | 14.1 | 25.6 | 10.1 | |
| 2019 | 141.2 | 17.1 | 53.7 | 19.2 | 35 | 14 | |
| 2020 | 197.2 | 16.2 | 80.4 | 25.2 | 45.3 | 15.5 | 5.9 |
| 2021 | 222 | 17 | 103.3 | 31.7 | 62.2 | 31.1 | 3.4 |
| 2022 | 220 | 18.9 | 117.7 | 35.2 | 80 | 37.7 | 4.2 |
| 2023 | 231.8 | 20 | 140 | 40.2 | 90.7 | 46.9 | 4.9 |
Note: Amazon broke out Advertising from its Other segment in 2020. Source: Company data
Amazon revenue breakdown by region 2006 to 2023 ($bn)
| Year | North America | International | AWS |
|---|---|---|---|
| 2006 | 5.6 | 4.8 | |
| 2007 | 8.1 | 6.7 | |
| 2008 | 10.2 | 8.9 | |
| 2009 | 12.8 | 11.6 | |
| 2010 | 18.7 | 15.5 | |
| 2011 | 26.7 | 21.3 | |
| 2012 | 34.8 | 26.2 | |
| 2013 | 44.5 | 29.9 | |
| 2014 | 50.8 | 33.5 | 4.9 |
| 2015 | 63.7 | 35.4 | 7.8 |
| 2016 | 79.7 | 43.9 | 12.2 |
| 2017 | 106.1 | 54.3 | 17.4 |
| 2018 | 141.3 | 65.8 | 25.6 |
| 2019 | 170.2 | 74.7 | 35 |
| 2020 | 236.2 | 104.4 | 45.3 |
| 2021 | 279.8 | 127.7 | 62.2 |
| 2022 | 315.8 | 118 | 80 |
| 2023 | 352.8 | 131.2 | 90.7 |
Source: Company data
Amazon Profit
Amazon reported an annual net profit of $30.4 billion in 2023, a huge increase on the $2.7 billion net loss it reported the previous year.
Amazon net income 2005 to 2023 ($mm)
Amazon net income 2005 to 2022 ($bn)
| Year | Profit ($bn) |
|---|---|
| 2005 | 0.35 |
| 2006 | 0.19 |
| 2007 | 0.47 |
| 2008 | 0.64 |
| 2009 | 0.9 |
| 2010 | 1.15 |
| 2011 | 0.63 |
| 2012 | -0.03 |
| 2013 | -0.27 |
| 2014 | -0.24 |
| 2015 | 0.59 |
| 2016 | 2.37 |
| 2017 | 3.03 |
| 2018 | 10.07 |
| 2019 | 11.58 |
| 2020 | 21.33 |
| 2021 | 33.36 |
| 2022 | -2.72 |
| 2023 | 30.42 |
Sources: Retail App Report, Company data
Amazon Web Services Revenue
What started off as a side venture inside of Amazon has become a significant part of the company’s profit margin growth. It is the largest cloud computing service in the world with an estimated 31% of the total cloud market.
Amazon Web Services revenue 2014 to 2023 ($bn)
Amazon Web Services revenue 2014 to 2023 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2014 | 4.6 |
| 2015 | 7.8 |
| 2016 | 12.2 |
| 2017 | 17.4 |
| 2018 | 25.6 |
| 2019 | 35 |
| 2020 | 45.3 |
| 2021 | 62.1 |
| 2022 | 80 |
| 2023 | 90.7 |
Source: Company data
Amazon Subscription Revenue
The bulk of Amazon’s subscription revenue comes from Prime, through which it also offers video and music streaming, free books and magazines, photo storage and other perks.
Amazon subscription revenue 2014 to 2023 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2014 | 2.7 |
| 2015 | 4.4 |
| 2016 | 6.3 |
| 2017 | 9.7 |
| 2018 | 14.1 |
| 2019 | 19.2 |
| 2020 | 25.2 |
| 2021 | 31.7 |
| 2022 | 35.2 |
| 2023 | 40.2 |
Source: Company data
Amazon Advertising Revenue
Amazon has built a rather respectable advertising platform, which it runs on its store. In 2023, it made more revenue than PayPal and eBay.
Amazon advertising revenue 2020 to 2023 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2020 | 15.5 |
| 2021 | 31.1 |
| 2022 | 37.7 |
| 2023 | 46.9 |
Source: Company data
Amazon Valuation
Amazon’s valuation has skyrocketed in the past five years, from $172 billion in 2015 to $1.7 trillion in 2024.
Amazon valuation 2010 to 2024 ($bn)
| Year | Valuation ($bn) |
|---|---|
| 2010 | 58 |
| 2011 | 75.8 |
| 2012 | 83.5 |
| 2013 | 119 |
| 2014 | 171 |
| 2015 | 172 |
| 2016 | 274 |
| 2017 | 406 |
| 2018 | 760 |
| 2019 | 866 |
| 2020 | 919 |
| 2021 | 1549 |
| 2022 | 1641 |
| 2023 | 1005 |
| 2024 | 1784 |
Note: Valuation was taken on March of each respective year. Source: Macrotrends
Amazon Prime Subscribers
Amazon Prime has grown in value as Amazon has expanded its store and delivery targets. With Video, Music, e-books, magazines, cloud storage and other add-ons, Amazon has created a lock-in effect similar to Apple’s iOS.
Amazon Prime subscribers 2016 to 2023 (mm)
| Year | Subscribers (mm) |
|---|---|
| 2016 | 46 |
| 2017 | 66 |
| 2018 | 100 |
| 2019 | 120 |
| 2020 | 150 |
| 2021 | 200 |
| 2022 | 213 |
| 2023 | 230 |
Sources: Vox, CNBC, Company data
Amazon Prime US subscribers 2016 to 2023 (mm)
| Year | Subscribers (mm) |
|---|---|
| 2016 | 38 |
| 2017 | 60 |
| 2018 | 93 |
| 2019 | 103 |
| 2020 | 118 |
| 2021 | 147 |
| 2022 | 158 |
| 2023 | 165 |
Sources: CIRP, Company data
Amazon Prime Video Users
Amazon has saw enormous growth in its Prime Video offering over the last three years. It started investing in original programming in 2015 with Man in the High Castle, and acquired MGM Studios for $8.4 billion to add more exclusive content.
Amazon Prime Video users 2019 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2019 | 90 |
| 2020 | 125 |
| 2021 | 175 |
| 2022 | 190 |
| 2023 | 210 |
Source: Company data
Amazon Prime Content Spend
Amazon spent $18.9 billion on content for Amazon Prime Video in 2023, a $2 billion increase on 2022 figures.
Amazon Prime Video content spend 2015 to 2023 ($bn)
| Year | Content spend ($bn) |
|---|---|
| 2015 | 2.6 |
| 2016 | 3.3 |
| 2017 | 4.5 |
| 2018 | 5.5 |
| 2019 | 7.8 |
| 2020 | 11 |
| 2021 | 13 |
| 2022 | 16.6 |
| 2023 | 18.9 |
Source: Variety
Amazon Prime Music Users
Prime Music reached 80 million users in 2023, making it the third most popular music streaming platform in the West. It does not disclose how many users pay for the service, as Prime Music is available for free with ads.
Amazon Prime Music users 2018 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2018 | 16 |
| 2019 | 32 |
| 2020 | 55 |
| 2021 | 63 |
| 2022 | 74 |
| 2023 | 80 |
Source: Company data
Amazon Prime Day Sales
Amazon Prime Day sales reached $12.7 billion in the United States, which is responsible for the vast majority of Prime Day sales.
Amazon Prime Day first day US sales 2015 to 2023 ($bn)
| Year | Online sales ($bn) |
|---|---|
| 2015 | 0.9 |
| 2016 | 1.5 |
| 2017 | 2.4 |
| 2018 | 4.1 |
| 2019 | 7.1 |
| 2020 | 10.4 |
| 2021 | 11.2 |
| 2022 | 12 |
| 2023 | 12.7 |
Source: Adobe Analytics
Amazon Music vs Competitors: Subscribers
Spotify is the clear leader of the pack when it comes to overall users, although this chart only covers YouTube Premium users. YouTube has far more total users.
Music streaming app subscribers 2016 to 2023 (mm)
Want to learn more? Check out our Music App Report
Amazon Echo Sales
Amazon Echo is the most popular smart hub, which now comes in several form factors including Show, Dot, Sub and Flex. Amazon’s smart assistant, Alexa, also operates on the Fire TV stick and other third-party accessories.
Amazon Echo sales 2014 to 2023 (mm)
| Year | Sales (mm) |
|---|---|
| 2014 | 0.8 |
| 2015 | 2.2 |
| 2016 | 8.5 |
| 2017 | 26.2 |
| 2018 | 32 |
| 2019 | 38 |
| 2020 | 55 |
| 2021 | 65 |
| 2022 | 40 |
| 2023 | 31 |
Source: Strategy Analytics
Amazon Fire TV Market Share
Roku is far ahead of others in the connected TV device market in the US, with 50% of the sales. Amazon is third behind Samsung.
Global connected TV device market share US 2023
| Brand | Market share (%) |
|---|---|
| Roku | 50% |
| Samsung | 21% |
| Amazon | 13% |
| Apple | 5% |
| LG | 4% |
| Vizio | 4% |
| Xiaomi | 1% |
Note: This includes all connected TV devices, smart TVs and games consoles sales. Source: Pixalate
Amazon Appstore Apps
Amazon’s Appstore runs on Android, but as the Fire platform has become more popular, developers have fine-tuned apps to Amazon specifications. We are bound to see more of this as Amazon’s Appstore will be available on Windows 11.
Number of apps in the Amazon Appstore 2015 to 2023
| Year | Available apps |
|---|---|
| 2015 | 299,793 |
| 2016 | 394,024 |
| 2017 | 377,295 |
| 2018 | 432,900 |
| 2019 | 475,617 |
| 2020 | 488,674 |
| 2021 | 460,619 |
| 2022 | 480,174 |
| 2023 | 513,494 |
Note: Measurements taken at Q1 of each year. Source: Appfigures
Amazon vs Competitors: Market Share
Amazon is far ahead of other competitors in the US, with over 35% of ecommerce market share.
Ecommerce market share in United States 2023 (%)
Want to learn more? Check out our Retail App Report
Amazon FAQ
How many Kindles have been sold?
Amazon has sold between 40 and 90 million Kindle e-readers since launch (Goodreader)
What is Amazon’s e-book marketshare?
Amazon controls between 67 to 85 percent of the e-book market, according to About eBooks
How much Amazon stock does Jeff Bezos own?
Ex-CEO Jeff Bezos owns 10.3 percent of Amazon and was the wealthiest person on the planet on May 2021 (Forbes)
How many products are available on Amazon?
Amazon sells over 350 million products on Amazon. This includes 12 million products sold by Amazon itself
How many people shop on Amazon?
Amazon does not publish this information. We know that over 90 percent of shoppers in the US and UK actively use the app. Estimates on monthly active users range from 300 to 600 million, although some of these will not make a purchase
