100,000 Million-Dollar Amazon Sellers: Explained in Simple Terms

1. Huge Growth for Big Sellers

Back in 2021, about 60,000 Amazon sellers were making over $1 million a year.

Now, that number has jumped to over 100,000.

There are more than 230 sellers making $100 million or more each year on one Amazon site, up from about 50 just four years ago.

2. Fewer Sellers, But More Earning Big

The total number of sellers with products for sale has actually dropped by 10% from the highest point (which was about 3 million sellers).

Even with fewer sellers, those who stick with it are making more money.

Why? Tougher rules and higher fees mean only strong sellers survive, giving them less competition and more chance to grow.

3. Most Sales Come From a Few Sellers

In the U.S., just 2% of sellers make over half of all sales on Amazon.

Sellers now get more visitors (about 31% more traffic per seller than in 2021), so there’s more opportunity for those who stay active.

4. The U.S. Leads in Big Sellers

Of the 235 sellers making $100 million or more, 146 are on Amazon.com (the U.S. site).

43% of U.S. sellers make at least $100,000 per year, compared to only 19% average worldwide.

Germany is next best, with 34% of sellers earning more than $100,000, followed by the UK and Japan at 31% each.

5. More Chinese Sellers Taking the Lead

Out of the top 146 big U.S. marketplace sellers, 22 are Chinese companies and 117 are from the U.S.

But among all sellers making at least $1 million, 57% are Chinese and 39% are American.

This shows that Chinese sellers are gaining a larger share on Amazon and now make up more than half of the big earners.

6. Big Earners Are Pulling Ahead

The richest sellers are growing faster than the rest.

If you can adjust to Amazon’s new and more difficult rules, there has never been a better time to do well.

But for most sellers, it’s harder than ever to succeed if you can’t keep up.