Reach customer demand through a connected commerce channel
Amazon brings product discovery, advertising and fulfillment into one shopping ecosystem. Explore what it can offer your brand, at home and across marketplaces—and what it takes to make the channel work.
Scale provides context, not a forecast for your product. These reported figures describe Amazon’s business; your opportunity depends on category demand, competition and product economics.
$716.9BAmazon net sales · 2025
$172.2BThird-party seller services revenue · 2025
$68.6BAdvertising services revenue · 2025
Amazon total net sales · USD billions
2023574.8
2024638.0
2025716.9
Zero-based scale: $0–800B. Company-wide sales include AWS and other businesses; these are not marketplace GMV or seller earnings. Seller-services revenue includes commissions and fulfillment fees.
Amazon can complement existing retail, wholesale and direct-to-consumer channels. Each advantage still requires a workable product and operating plan.
Meet existing demand
Present products where shoppers already search and compare offers, rather than relying only on traffic to your own store.
Add a sales channel
Test an additional route to market while considering pricing, brand positioning and relationships with existing retailers.
Use a familiar shopping environment
Customers encounter established checkout, delivery information and purchasing processes. The seller must still earn trust through accurate offers.
Choose a fulfillment model
Use FBA for eligible products or fulfill orders yourself when the economics and service requirements make sense.
Measure shopping activity
Review search, advertising and sales information to identify questions, test changes and guide stock decisions.
Evaluate further marketplaces
Expand where demand, language, compliance and replenishment capacity support the case. Entering another market is a separate operating decision.
Amazon and traditional selling
Neither model replaces the other automatically. The differences affect how you acquire customers, control the offer and run the channel.
Discovery
AmazonShoppers search and compare competing offers within the marketplace.
Traditional retail / wholesaleDiscovery depends on retail locations, distributor relationships, merchandising and promotion.
Reach
AmazonMarketplace access can extend beyond a local sales network; setup and requirements vary.
Traditional retail / wholesaleReach follows the retailer or distributor network and the agreements in place.
Fulfillment
AmazonChoose eligible FBA services or seller fulfillment.
Traditional retail / wholesaleFulfillment responsibilities depend on wholesale, retail and delivery arrangements.
Measurement
AmazonCampaign and account reports help connect shopping activity with operating decisions.
Traditional retail / wholesaleRetailer reporting and attribution detail vary by partner and channel.
Testing
AmazonListings, offers and campaigns can be adjusted, subject to policy and approval.
Traditional retail / wholesaleAssortment changes and promotions may depend on buying cycles or retailer approval.
Catalog control
AmazonSellers contribute content to Amazon’s catalog; editing authority is not unlimited.
Traditional retail / wholesalePresentation may be controlled by the retailer or negotiated with the brand.
Customer expectations
AmazonDelivery promises, product accuracy and service standards affect the account.
Traditional retail / wholesaleThe retailer or brand sets the experience within its own channel commitments.
Complexity
AmazonPolicy, catalog, inventory and advertising decisions overlap.
Traditional retail / wholesaleCommercial terms, distribution and retail execution require their own coordination.
How the Amazon ecosystem works
Seller Central is the operating workspace. A shopper may find a listing through search, an ad or another route; advertising is optional, and FBA is one fulfillment option. After purchase, service and account data feed the next round of decisions.
01Seller Central
02Product listing
03Search / discovery
04Advertising where relevant
05Order
06FBA / seller fulfillment
07Customer experience
08Reviews / account data
09Replenishment / optimization
Is Amazon right for your business?
Start with the product economics. Include product cost, Amazon fees, fulfillment, returns and advertising before deciding what margin remains. A large market does not make every product viable.
Demand and competition
Check whether customers seek the product, how competing offers are positioned and what would make your offer useful.
Compliance and content
Confirm category requirements, evidence for product claims and the availability of accurate descriptions, specifications and images.
Stock and replenishment
Consider shipment cost, lead times, storage exposure and the ability to replenish before availability becomes a problem.
Operating capacity
Assign responsibility for catalog work, customer issues, account notifications, stock and performance review before launching.
Explore Amazon Services
Connect the opportunity with the work your account needs.
