A record number of independent sellers in Amazon’s store surpassed $1 million in sales in 2025

Key takeaways Small businesses achieved strong year-over-year growth in 2025. More than 75,000 independent sellers surpassed $1 million in sales in Amazon's store, a 36% increase from 2024, and U. S. sellers averaged more than $375,000 in annual sales.

Amazon’s AI-powered tools helped sellers save time and reduce costs, allowing them to reinvest in their businesses and operate more efficiently. Fulfillment by Amazon continued to give sellers access to advanced logistics that helped them reach customers nationally and globally with fast delivery.

Small businesses in Amazon’s store exemplify innovation and resilience, and in 2025, those stories translated into meaningful seller growth. Our 2025 Small Business Empowerment Report shares the achievements of our selling partners, who today account for more than 60% of sales in Amazon's store, most of which are small and medium-sized businesses.

Independent sellers achieved impressive year-over-year growth in 2025 The scale of what independent sellers accomplished this past year is a testament to the ingenuity and determination that have always defined small businesses—and to the support, tools, and global reach that Amazon provides to help them grow.

The numbers tell that story clearly: More than 75,000 independent sellers surpassed $1 million in sales in Amazon’s store, a 36% increase from 2024 Independent sellers in the U. S. averaged more than $375,000 in annual sales in Amazon’s store, representing nearly a 30% increase from 2024 Over 11,000 U. S.

-based sellers grew their sales by over 10x GEN-Y Hitch, a trailer hitch manufacturer based in Nappanee, Indiana is a great example of a small business that achieved impressive growth in 2025, surpassing $5 million in revenue, up 35% year-over-year. "I know we can reach $50 million, maybe $100 million just in Amazon’s store.

I remember saying to my business partner, 'If we could sell one hitch a day, we would have it made.’ Today, we build and ship thousands a day. And with Amazon behind you, bigger starts to look a lot more possible,” said Carl Borkholder, founder and CEO, GEN-Y Hitch.

Carl Borkholder, founder and CEO of GEN-Y Hitch, at the company's showroom in Nappanee, Indiana. Amazon's AI-powered tools are helping independent sellers save time and money Amazon has long invested in helping sellers grow and thrive.

Now, generative AI is reshaping what's possible for small businesses, putting powerful tools in their hands that were once reserved for larger retailers. In 2025, Seller Assistant, an always-on, agentic AI expert for sellers, had more than 230,000 monthly users, with sellers accepting its recommended actions more than 90% of the time.

“Seller Assistant is like having a business expert at your fingertips. I can ask ‘How many units will I sell this week?’ Or get advice on product improvements, and it comes up with solid answers. It saves me time from researching and gives me the information I need right when I need it,” said Christine Krogue, founder, Smart Sheep, Kaysville, Utah.

Amazon introduces agentic AI across the seller experience, transforming how sellers manage their businesses Leveraging Gen AI learnings, Amazon is empowering sellers with new Enhance My Listing tool to make listing optimization effortless and effective.

With Amazon’s generative AI listing tools, small businesses can create high-quality product listings that resonate with customers, saving weeks of time. In 2025, independent sellers created more than 12 million sales-ready listings using generative AI.

“When you have over a thousand listings, saving a couple minutes per listing means what would take weeks to do manually was completed in hours,” said Michael Gore, co-owner, C&M Personal Gifts, Woodland Hills, California. Sellers are also using AI-powered tools to identify new opportunities.

Product Opportunity Explorer analyzes billions of customer interactions to surface unmet demand, emerging trends, and pricing insights that once required hours of research.

“What used to require hours of research or paying thousands of dollars to trend consultants just to get a best guess now happens in minutes,” said Mohamad Sam, owner, Purifyou, Houston, Texas.

How sellers leveraged Amazon's redesigned onboarding experience to grow In 2025, Amazon introduced a redesigned seller onboarding experience tailored to sellers’ unique business needs and experience levels, helping them focus on the right actions early and avoid common challenges. $2.

5 trillion in sales and counting: Celebrating 25 years of Amazon’s partnership with independent sellers A pivotal decision to invite independent sellers into Amazon’s store in 2000 has driven tremendous business growth for entrepreneurs while transforming the retail industry. As a result, more sellers completed key steps and reached their first sale sooner.

In addition, Amazon introduced an onboarding assistant, which is an AI-powered guide that answers questions,