Amazon U.S. Small Business Empowerment Report 2023

Category: Amazon News
Amazon U.S. Small Business Empowerment Report 2023

Amazon have released their annual U.S. Small Business Empowerment Report, detailing how the company’s investments, innovations, and initiatives on behalf of independent sellers help small and medium-sized businesses across the country increase their product sales and create jobs.

Today, more than 60% of sales in Amazon’s store are from independent sellers—most of which are small and medium-sized businesses—providing a vast selection of amazing products, competitive prices, and great convenience for consumers. According to the report, independent sellers sold more products year over year in Amazon’s store and broadened their customer reach beyond the U.S. through increased international export sales. The data signifies the powerful partnership between U.S. small and medium-sized businesses and Amazon, as well as the resiliency of entrepreneurs as they continue to successfully navigate and thrive in a challenging economic climate.

– Amazon

Amazon’s Small Business Empowerment Report shows that in 2022, independent sellers in the U.S. sold more than 4.1 billion products—an average of 7,800 every minute—in Amazon’s store and exported over 260 million products. Sellers in rural areas, including parts of Rhode Island, Illinois, Louisiana, West Virginia, and Wyoming, collectively achieved more than 40% year-over-year sales growth in Amazon’s store, demonstrating the opportunity Amazon unlocks for small businesses across the country. Selling in Amazon’s store has also enabled independent sellers to create an estimated 1.5 million jobs in the U.S., including jobs that are responsible for managing, operating, and supporting sellers’ efforts to sell through Amazon’s store, which continued to fuel economic opportunities in local communities around the country.

Small businesses are the heart of our local communities and the backbone of the U.S. economy. Amazon invests billions of dollars annually to provide entrepreneurs with a constantly improving set of valuable tools and resources to help them gain access to capital, quickly launch in our store, build their brands, and rapidly scale and reach more customers. Amazon is committed to the success of small businesses, and we are excited to continue innovating on their behalf and help them grow into thriving success stories.

– Dharmesh Mehta, vice president of Worldwide Selling Partner Services, Amazon

Amazon say that they offer a wide range of new and improved tools, programs, and services to help independent sellers get to the next level and grow their brands. According to the report, brand owners in the U.S. grew sales over 20% year over year in Amazon’s store.

Customers can easily discover products from U.S.-based small businesses and artisans with the Small Business badge. The badge helps customers shop while knowing they’re making a real impact on small businesses—including Black-owned, women-owned, and military family-owned businesses—and in their local communities. The badge can be found throughout Amazon’s store and at

Ever since small and medium-sized businesses started selling products in our store 23 years ago, I’ve been impressed by their passion, creativity, and commitment to customers. All these years later, having met many sellers in person, I remain blown away by their brand building, agility, and ability to look around corners and anticipate new product trends. I am proud that hard-working, diverse, and smart entrepreneurs continue to find success growing their businesses in Amazon’s store, and I appreciate the immense value that together, we are able to bring to customers around the world.

– Doug Herrington, CEO, Amazon Worldwide Stores

Amazon US marketplace fast facts

Most-shopped categories from U.S. independent sellers

  1. Health & Personal Care
  2. Home
  3. Beauty
  4. Grocery
  5. Apparel

5 states with the most independent sellers

  1. California
  2. Florida
  3. New York
  4. Texas
  5. New Jersey

5 states with the most independent sellers per capita

  1. Wyoming
  2. Delaware
  3. Florida
  4. Utah
  5. New Jersey

Top 5 states with largest percentage growth of independent sellers

  1. Wyoming
  2. Delaware
  3. Florida
  4. Utah
  5. Texas

5 states and district with the fastest-growing number of independent sellers

  1. Alaska
  2. Washington, D.C.
  3. Mississippi
  4. Maine
  5. Wyoming

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Amazon U.S. Small Business Empowerment Report 2023

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