The Amazon Small Business Empowerment Report reveals that more than 75,000 independent sellers surpassed $1 million in sales in 2025, while AI-powered tools and FBA helped businesses grow faster and operate more efficiently.
Independent sellers continue to play a major role in Amazon’s marketplace, accounting for most of the products sold on the platform. Their performance provides a useful snapshot of where ecommerce opportunities and seller priorities are heading.
The Amazon Small Business Empowerment Report takes a closer look at the milestones, technologies, and support systems that contributed to seller growth. The findings offer valuable context for anyone currently selling on Amazon or planning to expand their business.
Amazon Highlights Record-Breaking Growth for Independent Sellers
Amazon recently released the Amazon Small Business Empowerment Report, highlighting a record-breaking year for independent sellers across its marketplace. The report shows that more than 75,000 sellers surpassed $1 million in sales, marking a 36% increase compared to the previous year.
The announcement also revealed that U.S.-based sellers averaged more than $375,000 in annual sales, representing nearly 30% year-over-year growth. Independent sellers now account for more than 60% of all sales in Amazon’s store, underscoring their growing role in the marketplace.
Key figures shared in the report include:
- More than 75,000 sellers exceeded $1 million in sales in 2025.
- Seller count above the $1 million threshold increased by 36% year over year.
- U.S. sellers averaged over $375,000 in annual sales.
- Independent sellers generated more than 60% of sales in Amazon’s store.
The findings provide additional insight into the state of selling on Amazon and the scale at which independent businesses are operating. For sellers, brands, and any Amazon agency supporting marketplace growth, the report highlights the continued expansion of seller-driven commerce within Amazon’s ecosystem.
Amazon Seller Growth Reached New Highs in 2025
The Amazon Small Business Empowerment Report highlights significant growth among independent sellers in 2025, with several key metrics reaching new highs. According to Amazon News, the latest figures show stronger performance compared to 2024, reflecting continued momentum across Amazon’s seller community.
| Seller Growth Metric | 2025 Result | Change From 2024 |
|---|---|---|
|
Sellers surpassing $1 million in sales |
75,000+ |
Up 36% |
|
Average annual sales for U.S. sellers |
$375,000+ |
Up nearly 30% |
|
U.S. sellers growing sales by 10x or more |
11,000+ |
Not specified |
|
Share of Amazon store sales from independent sellers |
More than 60% |
Not specified |
More than 75,000 independent sellers exceeded $1 million in annual sales, marking a 36% increase from the previous year. U.S.-based sellers also averaged more than $375,000 in annual sales, representing nearly 30% year-over-year growth.
The report further noted that over 11,000 U.S. sellers increased their sales by more than ten times. Independent sellers now account for more than 60% of all sales in Amazon’s store, reinforcing their growing influence across the marketplace.
Several factors highlighted in the report may have contributed to these results, including AI-powered seller tools, logistics support, and onboarding improvements. For entrepreneurs evaluating Amazon business opportunities, the latest data points to continued growth among sellers operating on the platform.
AI Tools Played a Growing Role in Amazon Seller Success
The Amazon Small Business Empowerment Report suggests that AI-powered tools became an increasingly important part of how sellers operated and scaled their businesses. Amazon credited these tools with helping sellers save time, reduce costs, and improve efficiency as more than 75,000 independent sellers surpassed $1 million in annual sales.
Several AI-related metrics stood out among the latest Amazon seller statistics, highlighting how sellers incorporated automation and data-driven decision-making into their operations. Amazon expanded its AI capabilities across listing creation, product research, onboarding, and account management throughout the year.
Seller Assistant emerged as one of Amazon’s most widely adopted AI tools, attracting more than 230,000 monthly users. Sellers accepted more than 90% of its recommended actions, while expanded agentic AI capabilities allowed the tool to proactively surface suggestions related to account management, inventory, and advertising.
Amazon also reported that sellers created more than 12 million sales-ready listings using generative AI tools, while Product Opportunity Explorer helped identify unmet demand, pricing insights, and emerging trends from billions of customer interactions. Additional AI investments included an onboarding assistant that contributed to more than $18 billion in new seller sales and over 20 AI-powered Fulfillment by Amazon tools designed to improve packaging decisions, lower costs, and support business growth.
Luis Rijo from PPC Land
