AWS Marketplace is a digital catalog that makes it easy for customers to discover, purchase, and deploy software that runs on Amazon Web Services (AWS). It offers a wide range of software options for customers, including software from independent software vendors (ISVs), open-source software, and software from AWS partners.

In this blog post, we’ll take a closer look at some of the latest statistics and trends surrounding AWS Marketplace and how it’s being adopted by customers and partners.

Key AWS Marketplace Statistics 2023 – MY Choice

  • AWS Marketplace is the largest public cloud marketplace, with over 20,000 products from over 5,000 ISVs and SaaS vendors.
  • The platform has over 300,000 active customers and is growing at a rate of 20% year over year.
  • AWS Marketplace offers a wide range of products, including software for big data, security, storage, and analytics.
  • The platform has been adopted by a wide range of industries, including healthcare, finance, retail, and government.
  • The platform is available in over 190 countries and supports over 30 currencies.
  • AWS Marketplace offers a variety of pricing options, including pay-as-you-go, subscription, and metered pricing.
  • The platform allows customers to easily test and evaluate products before purchasing.
  • AWS Marketplace offers a 30-day free trial for most products.
  • The platform allows customers to easily deploy and manage products using AWS services such as EC2, RDS, and S3.
  • AWS Marketplace has a wide range of partners, including Accenture, Deloitte, and SAP.

Trends in AWS Marketplace Adoption

  1. As of Q4 2020, AWS Marketplace had over 7,000 active software listings from over 3,800 ISVs and partners.
  2. The number of customers using AWS Marketplace has grown by over 50% year-over-year.
  3. The number of AWS Marketplace customers using more than one software listing has grown by over 70% year-over-year.
  4. In 2020, AWS Marketplace saw a significant increase in customers using software in the “Security, Identity & Compliance” category, with growth of over 200% year-over-year.
  5. In 2020, the “Business Software” category saw the most new software listings added to AWS Marketplace, with over 1,000 new listings.

Market Analysis for AWS Marketplace

  1. In 2020, AWS Marketplace generated over $1 billion in sales for ISVs and partners.
  2. The top industries using AWS Marketplace include technology, finance, and healthcare.
  3. The top countries using AWS Marketplace include the United States, Japan, and Germany.
  4. The most popular software categories on AWS Marketplace include “Security, Identity & Compliance,” “Business Software,” and “Developer Tools.”

Demographics of AWS Marketplace Users

  1. The majority of AWS Marketplace customers are small and medium-sized businesses.
  2. The top job functions of AWS Marketplace customers include IT, Development, and Operations.
  3. The majority of AWS Marketplace customers are in the “Technology” industry.
  4. The top job roles of AWS Marketplace customers include CTO, CIO, and IT Manager.

AWS Marketplace Market Statistics

  1. recent report by Jumpshot shows that Amazon has more than 80% market share across the home improvement industry, and its growth continues to outpace everyone else in the category. 
  2. Around 50% of all sales on Amazon marketplaces come from third. 
  3. A closer look at the number of marketplaces sellers in each of these top markets shows that the US, while still the strongest third party seller market, has fallen by 15% from 2020 to 2021. 
  4. On the other hand, the third party seller markets in the UK and Germany — coming in on top just after the US — have both risen by 24% from 2020 to 2021. 
  5. Poland make up Amazon’s European marketplace, which represents 24% of all sellers. 
  6. Japan’s share of the Amazon marketplace is around 11%. 
  7. The Middle East, Australia and Brazil marketplaces each have only around 1% of share. 
  8. 84% of the top Amazon marketplace sellers use FBA. 
  9. They run a marketplace on all of their websites allowing third party sellers to sell products, totaling to 50% of total sales. 
  10. Only 16% of searches are on a retailer or brand website and 8% in other marketplaces. 
  11. He further notes that based upon the GMV estimate, Amazon holds about a 50% share of the $971.6 billion non store retail market in 2020. 
  12. He observes that when Standard Oil was broken up in 1911, it held about 60% of the market and its monopoly powers were hurting consumers. 
  13. In fact, 58% of our survey respondents with roles in marketing, sales, and operations said they had purchased software through a Cloud Marketplace in the last year, compared to 38% with those roles in our 2020 survey. 
  14. It is estimated that the marketplace has over 300 million active users. 
  15. In Q1 2021, third parties accounted for 55% of all marketplace sales. 
  16. As of 2020, Amazon had 39% of the eCommerce market share in the US. 
  17. 38% of sellers will try new marketing tactics in 2023. 
  18. 66% of Amazon users start their product research process by searching for a product on Amazon – compared to 20% using a search engine, and 3% on another marketplace. 
  19. [Source] Amazon’s ad business represents 8% of the total digital ad market in the US. 
  20. In 2020, Amazon’s projected share of the retail e commerce markets in the U.S. was at 47% and is predicted to increase to 50% in 2021. 
  21. By 2021, Amazon is projected to reach 39.7% in market share or $302.36 billion in U.S retail e. 
  22. In 2020, Amazon ranked as the top U.S. company in retail ecommerce sales, capturing 38.7% of the market. 
  23. On the other hand, 32% trust search engines like Google, 25% rely on a retailer website, 11% of consumers go to other marketplaces, whereas 7% trust social media channels. 
  24. Others check prices on search engines (36%), retailer websites (33%), brand websites (24%), another marketplace (17%), or social media (5%). 
  25. Amazon product sales comprised 65% of Prime Day sales while 35% came from marketplace products. 
  26. Moreover, as of 2020, Amazon controlled 69.7% of the U.S. smart speaker market. 
  27. By the end of Q3 2020, Amazon Web Services controlled 32% of the global cloud infrastructure services market. 
  28. Meanwhile, Google, Alibaba, and Tencent combined comprised 17% of the market share. 

AWS Marketplace Software Statistics

  1. Starting from $0.17/hr or from $1,000.00/yr (33% savings). 
  2. Starting from $6.00/hr or from $52,500.00/yr (0% savings). 
  3. In 2021, 61% of buyers said they had purchased software through one of the Cloud Marketplaces in the last year a 39% increase over 2020. 
  4. When asked to rank their top priorities for Marketplace, 82% of software sellers chose enabling buyers to buy where they have their cloud budget, a perfect match up against buyer priorities. 
  5. Forrester estimated we hit 100,000 software companies worldwide and that that number would grow to one million by 2027. 
  6. In fact, 58% of our survey respondents with roles in marketing, sales, and operations said they had purchased software through a Cloud Marketplace in the last year, compared to 38% with those roles in our 2020 survey. 
  7. In our survey this year, 42% of buyers said a top reason they purchase through Marketplace is because it accelerates the time to value they receive from the software they purchase (up from 27% in 2020). 

AWS Marketplace Adoption Statistics

  1. If we estimate 50,000 of them are of material scale and that there are still only single digit thousands of sellers in the largest Marketplaces, then we are at less than 3% adoption from a seller perspective today. 

AWS Marketplace Latest Statistics

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  3. Even after finding a product on a competitor’s website, 90% of people will head to Amazon and search for the same product. 
  4. 2% of Echo owners have purchased a product via Alexa. 
  5. Just 2%, or around 1 million, of Echo owners have actually made an Amazon purchase through their smart speaker. 
  6. This is up from 85 million in 2017, and now accounts for 59% of Amazon’s total US customers. 
  7. FBA gives sellers a 30 50% increase in sales. 
  8. Prime users receive free 2day shipping on any Prime eligible products, making them much more likely to buy products with that Prime check mark. 
  9. More than 50% of all Amazon sales come from third. 
  10. In fact, the percentage of third party sellers on Amazon has been increasing steadily over the past 5 years, rising from 40% in 2013 to at the end of 2018. 
  11. 80% of sellers also sell on other platforms outside of Amazon. 
  12. upwards of 80% of sellers look to other online platforms, including their own websites, to conduct ecommerce business. 
  13. In addition, sales for independent businesses selling on Amazon grew over 50% compared to 2019. 
  14. In 2020, Amazon generated approximately 80.5 billion dollars in third party seller services, an increase of nearly 50% over the previous year. 
  15. In 2021, sales for independent businesses selling on Amazon grew over 50% from 2019. 
  16. Third party sellers account for 50% of total sales on Amazon. 
  17. Home & Kitchen is a top selling category on Amazon, with 40% of sellers listing products in this category. 
  18. 21% of sellers have products listed in Sports & Outdoors. 
  19. 19% of sellers have products listed in both Toys & Games and Beauty & Personal Care. 
  20. Of these, around 4% of the seller feedback left was negative. 
  21. AWS Marketplace has grown to more than 1,600 ISVs offering 10,000 subscribable product listings in 50 categories, compared to 1,400 plus ISVs and 4,500 listings in 35 categories in 2018, according to newly appointed general manager Stephen Orban. 
  22. During an earnings call in March, CrowdStrike said the company’s annual recurring revenue transacted through AWS Marketplace grew 650 percent in the fiscal year that ended Jan. 31, and transaction volume increased more than 300 percent. 
  23. If both the buyer and seller agree to this standard contract, that just speeds up the process by 80 percent.”. 
  24. Here is a list of Amazon Sales Statistics you need to know – 55% of customersStart their online shopping searches from Amazon. 
  25. 90% shoppers price check Amazon’s product offerings,. 
  26. That’s more than 90% of the population of the U.S. and twice the population of Russia. 
  27. About 80% of shoppers on Amazon are homeowners. 
  28. About 51.1% of shoppers on Amazon are women, out of which, 45.9% of them are married. 
  29. Out of all the generation of users, millennials in the U.S. are Amazon’s biggest consumers(85.9%). 
  30. However, boomers in the US are not far behind, 60.9% of them shopped on Amazon. 
  31. More than50% of Amazon’s salesare generated by third. 
  32. Statistics reports, in Q2 2021, third party sellers on Amazon sold 56% of their units. 
  33. In 2020, Amazon made approximately 80.5 billion dollars inthird party seller services, an increase of over 50 percent from the previous year. 
  34. 60% of the bestsellers focus on selling products from the Home & Kitchen category. 
  35. According to Statista, in March 2019, Amazon app ranks as the most popular shopping app in the U.S. with 145.2 million active mobile users. 
  36. According to Statista, 460,619 mobile apps are available in the Amazon App store, in Q1 2021. 
  37. As of Q4 2019, it is estimated that there were 112 million active Amazon Prime subscribers from the U.S. 
  38. According to the latest Statista reports, Amazon has an estimated 200 million Prime subscribers in the U.S., which has increased by 97 million from 2019. 
  39. Another survey done by Statista done during February 2019 reported that 20% of Amazon Prime members shopped on Amazon often every week whereas 7% of them reported that they purchased almost on a daily basis. 
  40. FBA allows sellers to achieve30 50% increase in sales. 
  41. 67% of Amazon shoppers choose to shop via laptop or desktop computers rather than mobile phones. 
  42. About 80 percent of sellers on Amazon use various platforms to sell their products on. 
  43. 50% of Amazon searches are gadget related. 
  44. 89% of online shoppers prefer buying products from Amazon than on any other website. 
  45. 19% of millennials aged from 27 32 years purchase from Amazon every day. 
  46. Based on a survey done byFeedvisoron 2000+ customers in the U.S.89% of the buyers are more likely to purchase products from Amazon than any other eCommerce website. 
  47. According to the latest reports, Amazon’s eBook sales rose by46% in 2017. 
  48. Of all the products sold on Amazon, the latest reports fromFeedvisorreveals that 44% of shoppers in the United States have bought more electronics products, followed by clothing, jewelry, and shoes at 43% and home & kitchen products at 39%. 
  49. According to an official report published byAmazon, SMBs sell over 4000 products every minute on average. 
  50. 23% of online shoppers first go to Amazon when they do not have a particular product in mind to make a purchase. 
  51. According to a report published byCNBC, 9 out of 10 customers tally a product’s price with Amazon’s listings. 
  52. 73% of Amazon Sellers use FBA to sell. 
  53. 57% of Amazon third party sellers belong to the age group of 27 to 44 years. 
  54. Fourthquarter revenues were up 44%, largely due to moving Prime Day to October, with year end rising 38% to $386.1 billion in total revenues. 
  55. What other talk there’s been was around the company’s highly profitable AWS business, generating nearly 60% of the company’s operating income. 
  56. It accounted for only about 12% of the company’s reported revenue in 2020 – $45.4 billion. 
  57. There are an estimated 126 million American Prime members – the company doesn’t disclose the actual number – which is virtually the same as the total number of U.S. households or 128.5 million. 
  58. Further, more than half (53%). 
  59. “They don’t talk about the thirdparty Marketplace and its gross merchandise value or the dollar value of goods sold on Amazon.comAMZN+4.7%AMZN+4.7%Amazon’s is about $490 billion in total and about $300 billion of that is from third. 
  60. He estimates seller fees are 15% of the $300 billion or $45 billion. 
  61. Fulfillment by Amazon is another 10% or $30 billion. 
  62. And ads are about 15% too. 
  63. Amazon is knocking on the door to WalmartWMT+1.3%WMT+1.3%. 
  64. You’ll read later that 83% of buyers said they are likely or extremely likely to purchase through the Marketplace in the future. 
  65. as 67% of our survey respondents said they plan to invest more into Marketplace in the next year. 
  66. One significant shift we saw this year 43% of buyers say their top reason for purchasing through Marketplace is taking advantage of their committed spend with Cloud Providers. 
  67. This is up from 20% last year (a 115% increase). 
  68. The needle will continue to move, as 83% of buyers said they are likely or extremely likely to purchase through the Marketplace in the future, representing a 12% bump from the previous year. 
  69. 63% AWS 33% Azure 29% GCP. 
  70. so the total is more than 100%. 
  71. 43% Take advantage of committed spend with Cloud Providers 42% Accelerate time to value 36% Simplify procurement 32% Standardized contracts 32% Fast access to tools. 
  72. This year, 67% of survey respondents said they plan to invest more in Marketplaces as a GTM in the coming year. 
  73. As a bonus, more than a quarter (27%). 
  74. *Note that sellers were able to select more than one Marketplace so the total is more than 100%. 
  75. We found that 63% of sellers say they plan to expand their Marketplace presence to additional Cloud Marketplaces in the next 12 months. 
  76. Why Sellers Sell* 82% Access to buyers’ precommitted cloud spend 77% Accelerate deals with simplified procurement 75% Advance partnerships with the Cloud Providers 68% improve new customer acquisition / complement a bottoms. 
  77. 45% of the 2021 Forbes’ Cloud 100 companies now actively sell on at least one of the three main Cloud Marketplaces, compared to 35% last year. 
  78. Between 20–40% of cloud companies are coming up for renewal on their first generation enterprise cloud agreements, most of which were signed before Cloud Marketplaces were on their radar. 
  79. According to Gartner , public cloud spend will hit nearly $400B in the next year, a 20% increase over 2021. 
  80. In our survey, we found that 77% of our buyer respondents have some sort of enterprise cloud agreement in place and of those, 90% say they plan to purchase via Marketplace in the future. 
  81. According to our survey, nearly 60% of Marketplace sellers expect to do more than half of their Marketplace business through Private Offers 21% of those anticipate using Private Offers exclusively. 
  82. Of those buyers, 67% used Azure/Appsource, 33% used AWS, and 33% used ArrowSphere. 
  83. In our survey, we learned that 70% of respondents selling on Marketplace today are leveraging resellers/MSPs. 
  84. Half of those say channel partners will be involved in at least 30% of their Marketplace transactions in the coming year. 
  85. During an April 2021 investor meeting , Kurtz emphasized that CrowdStrike’s ARR generated through the AWS Marketplace grew by 650% in the past fiscal year. 
  86. He also noted a 300% increase in Marketplace transaction volume during that time, partly thanks to deals closing almost 50% faster. 
  87. According to our survey, 54% of sellers say their Alliances, Channel, or Partners team currently owns their Marketplace sales strategy and that number increases when we look at scaling and at. 
  88. More than half of our respondents (56%) said they have implemented some version of a specialized Marketplace sales team, whether that’s a sales overlay team (14%), a Marketplace deal desk (20%), or a wholly dedicated Marketplace sales team (22%). 
  89. These companies also expect Marketplaces to account for a higher percentage of revenue in the next 12 months. 
  90. 68% expect Cloud Marketplaces to account for up to a quarter of revenue in 2023 63% plan to add at least one additional Cloud Marketplaces in the next year. 
  91. Microsoft took a huge step this year when it reduced the fees it charges ISVs from 20% to 3%, giving sellers much higher profit margins on their Marketplace business. 
  92. In our survey, 45% of Marketplace sellers said high Marketplace fees are a gap in the seller experience. 
  93. In fact, 65% of the entire US population visited Amazon once per month to shop for products in 2020. 
  94. 57% of third party sellers use FBA exclusively, 34% use FBA and FBM, and only 9% use FBM only. 
  95. By the end of 2021, it is estimated that 74.4 percent of US households will have a Prime membership. 
  96. Prime members make up 65% of all Amazon customers in the US. 
  97. This number is in a steady uptrend, having risen from 50% at the end of 2017. 
  98. Amazon net incomeIn 2020, Amazon reported$21.3 billionin net income Amazon’s share of thirdparty salesAmazon takes between 6% and 20% of all third party sales Seeing that Amazon makes over $21 billion in income per year. 
  99. Here is a look at the percentage change since 2017. 
  100. 132% Shipping costs 189% Marketing costs 120% Annual advertising costs 83% As more sellers list items on Amazon, the company is able to make more money in advertising revenue. 
  101. This is estimated to grow to close to 50% by the end of 2021. 
  102. Over 79% of consumers go to Amazon to begin their product search regardless of where they intend to ultimately make their purchase. 
  103. 25% of brands see the greatest increase in sales on this day. 
  104. Prime Day is the second most impactful sales event as 17% of sellers see the most sales on this day. 
  105. In fact, 41% of all brands saw an increase in sales on Prime Day 2020. 
  106. 42% of all brands Private label 44% of all brands Retail brands 75% of all brands National or global brand 60% of all brands Products across verticals perform well on Amazon, but these are the categories most brands focus on Clothing, Shoes, & Jewelry. 
  107. 41% Electronics 36% Home & Kitchen 30%. 
  108. Cell Phones & Accessories 29% Beauty and Personal Care 29% Grocery & Gourmet Food. 
  109. What item has the most sales?This data is not openly available but according to the AMZScout Sales estimator, this pack ofgets more sales than any other with over 136,000 orders per month. 
  110. What item is searched for the most?According to the keyword research tool Ahrefs, Nintendo Switch is the most searched item with over 1.3 million searches in the US each month. 
  111. 45% of Amazon sellers said their profits increased from 2020 to 2021, even as some consumers returned to shopping in physical retail stores. 
  112. 30% of Amazon sellers reported over $10,000 in lost sales due to supply chain issues in 2021. 
  113. 63% of sellers achieve profitability within one year of launching their business on Amazon. 
  114. 25% of sellers with 2 or fewer years in business on Amazon are earning over $100,000 in annual ecommerce revenue. 
  115. 60% of sellers with 3+ years in business on Amazon are earning over $100,000 in annual ecommerce revenue. 
  116. 95% of Amazon sellers plan to expand their ecommerce business in 2023. 
  117. 85% of sellers spend an average of $2,500 or less on advertising for their Amazon business. 
  118. 32% plan to increase ad spend in 2023. 
  119. 16% of Amazon sellers currently work with an agency to manage their business. 
  120. 62% have fullor part time jobs outside of Amazon. 
  121. Private label – 59% Wholesale – 26% Retail and online arbitrage – 26% Dropshipping – 10% Handmade – 8% 59% of Amazon sellers use the private label method, in which they create their own product or brand. 
  122. However, other business models are increasingly popular — retail arbitrage is up 22% from last year. 
  123. Since 2021 Selling in Sports & Outdoors is down 21%. 
  124. Selling in Arts, Crafts & Sewing is up 57%. 
  125. 46% waited months for inventory orders 44% estimate lost sales of over $5,000 27% could not place new orders with suppliers. 
  126. and I don’t guarantee anything to be 100%. 
  127. One would also notice that nearly 69% of Amazon customers say they shop on Amazon because of the broad product selection available. 
  128. A selection that comes about as a result of 2.3 million active sellers, who contribute 60% of Amazon’s total retail sales. 
  129. The more data you have to work with – such as knowing that the average Amazon PPC clickthrough rate is 0.41% – the more you can make informed decisions and run your business the right way. 
  130. Amazon spent 6.88 billion USD on Advertising in 2019, up 35% on the previous year. 
  131. In Q2 2020, Amazon international sales were 29.02% of Amazon North America sales. 
  132. This is down from a peak of 48.59% in 2008. 
  133. The average conversion rate on Amazon Prime Day 2019 was 13.5%. 
  134. [Source] 81% of US adults between 18 and 34 are Amazon Prime members. 
  135. 79.8% gave this as a reason they use Amazon. 
  136. 68.9% cited Amazon’s broad product selection, and 65.7% said they shop on Amazon because they are a Prime member. 
  137. 20% of Amazon Prime members say they shop on Amazon. 
  138. [Source] 7% of Amazon Prime members buy products online daily or almost every day. 
  139. The most popular category on Amazon is electronics, with 44% of Amazon US shoppers purchasing something from the electronics category, ahead of apparel, footwear/jewelry and home & kitchen goods. 
  140. 74% of consumers go to Amazon when they’re ready to buy a specific product. 
  141. [Source] 82% of consumers check prices on Amazon before making a purchase. 
  142. [Source] 79% of consumers check reviews on Amazon before making a purchase. 
  143. 44% of consumers scroll two pages or less in Amazon search results. 
  144. For consumers who shop on Amazon daily or almost every day, 54% always buy the first product on Amazon’s SERP. 
  145. When making a purchase on Amazon, only 6% of shoppers “rarely” or “never” read product reviews. 
  146. Almost 90% of UK Shoppers use Amazon. 
  147. For 70%, Amazon is the first online retailer they look to. 
  148. As of Q2 2020, 53% of products sold on Amazon were sold by third. 
  149. [Source] 60% of Amazon’s gross merchandise sales come from third. 
  150. [Source] Of all Amazon sellers worldwide, 38% are on 
  151. The next highest is with 9.6%, then with 8.3%. 
  152. In a 2019 survey, 77% of Amazon sellers responded that they used other platforms along with Amazon. 
  153. 56% sold on eBay, 35% on Walmart, and 47% on their own website. 
  154. [Source] 73% of businesses selling on Amazon have between 1. 
  155. While 7% have more than 50 employees. 
  156. Sellers using FBA have 3050% more sales than those whose products are not prime. 
  157. As of 2019, Sponsored Products made up 85% of ad spend on Amazon in North America. 
  158. 9% was Sponsored Brands, 5% Product Display ads. 
  159. [Source] 43% of consumers have clicked on an ad for an Amazon product somewhere on the web. 
  160. 76% have clicked on an ad from Google, 49% from Facebook, 21% from Instagram. 
  161. The average click through rate for ads on Amazon is 0.41%. 
  162. The average conversion rate for Amazon PPC is 9.55% [Source]. 
  163. Amazon saw a boost in revenue of 35% in the first three quarters of 2020. 
  164. Interestingly, in Q3 of 2020, Amazon announced an increase in 37% of net sales, hitting $96.1 billion in revenue. 
  165. Amazon’s global retail e commerce sales are expected to decrease slightly to 15.9% or $468.87 billion in 2021. 
  166. Amazon sales comprised 36.9% of all U.S. e commerce sales during this year. 
  167. It is followed by Walmart (5.3%) and eBay (4.7%). 
  168. Getting down to the finer details, electronics (44%). 
  169. The categories include electronic (89.9%), home improvement (83.8%), food (81.8%), sports, fitness & outdoors (89.6%), household essentials (88.8%), and health/medicines (92%). 
  170. The top product category for Amazon sellers is home and kitchen, which accounts for 45% of products listed on the platform. 
  171. Kroger had the highest percent change in PC share of sessions at 65%, followed by Target (56%), Amazon (15%), and Walmart (11%). 
  172. 63.5% of Amazon traffic comes from the U.S. 
  173. In terms of percentage, 48% of U.S. consumers visit at least a few times a week. 
  174. On the other hand, a whopping 89% of U.S. consumers visit Amazon at least once a month. 
  175. Besides, 89% of U.S. consumers are more likely to buy a product from Amazon than other online stores. 
  176. Interestingly, 63% of consumers start their search for a new product on Amazon. 
  177. On the other hand, 63% compared prices on Walmart, 50% discovered new products or brands on Google, and 50% search for inspiration on Instagram. 
  178. When it comes to checking reviews, 79% of U.S. consumers go to Amazon. 
  179. 49% of Americans usually start searching at Amazon when shopping online while 22% start at Google. 
  180. More importantly, before making a purchase, 82% of consumers check prices from Amazon. 
  181. On average, 45% of U.S. consumers scroll through at most two search pages when searching for a product to buy on Amazon. 
  182. Interestingly, 26% of consumers buy the first product to appear on the Amazon search results page. 
  183. 43% of U.S. consumers click on Amazon ads from the web. 
  184. Of those that click on an Amazon ad on the internet, Google contributes 76%, Facebook (49%), Instagram (21%), Twitter (14%), Pinterest (12%), and Snapchat (7%). 
  185. However, less than 10% of active sellers were able to generate over $100,000 in annual sales. 
  186. A whopping 65% of Amazon customers use computer devices to buy products. 
  187. On the other hand, 26% use smartphones, 9% use tablets, and 1% use voice assistants. 
  188. In addition, 74% of consumers go to Amazon when they are ready to buy a product. 
  189. On the contrary, 10% of consumers go to search engines, brand websites (5%), retailer websites (4%), and social media (1% ). 
  190. Interestingly, price (62%). 
  191. second followed by reviews (12%) and shipping (1%). 
  192. Statistics show that 65% of all Amazon customers are Amazon Prime Members, which translates to about 72.8 million Prime members. 
  193. Also, 93% of Amazon Prime members renew their membership after one year. 
  194. An estimated 82% of households in the U.S. have Amazon Prime in 2019. 
  195. Better still, 55% of U.S. consumers are current Amazon Prime members, 15% are former Prime members, and 31% are not Amazon Prime members. 
  196. The Spending by Prime Members is Encouraging 48% of Amazon Prime subscribers buy products online more frequently or once a week. 
  197. On the one hand, 74% buy a product online at least every few weeks. 
  198. On the other hand, 37% of nonprime members purchase online just a few times a year. 
  199. Free two day shipping (83%), video and music streaming (10%), PrimeExclusive deals at Whole Foods (5%), free audiobooks & magazines (1%), and other (1%). 
  200. 34% of current Prime members always buy Primeeligible products, whereas 53% frequently buy Prime. 
  201. Prime Day 2020 sales registered a record of $3.5 billion, which exceeded 2019 sales by around 60%. 
  202. During the fourth quarter of 2020, 67% of people planned to make a purchase on Amazon Prime Day. 
  203. 65% of people planned to shop on Cyber Monday and 59% on Black Friday. 
  204. On the first day of Prime Day, Amazon saw a lift of 700% in units sold. 
  205. Product views increased by 5% in Prime Day 2020 compared to the previous year, while unique purchases increased by 51%. 
  206. 62% of shoppers bought holiday gifts on Prime Day 2020. 
  207. In the U.S., electronics was the most purchased product category on Amazon Prime Day at 32%, followed by household essentials (22%), health and beauty (21%), and toys and video games (21%). 
  208. Around 94% of Amazon sellers use Fulfillment by Amazon or FBA. 
  209. Net sales from thirdparty seller services on Amazon grew 53% yearon year during the third quarter of 2020. 
  210. The trend has recorded an upward trajectory during Q1 2020 at 31% and at 53% during Q2 2020. 
  211. 54% of Amazon sellers have jobs outside of their Amazon business. 
  212. 20.8% of adults in the U.S. own an Amazon Echo. 
  213. Around one in five consumers (17%). 
  214. 63% of organizations developed voice enabled technologies for Alexa in 2019. 
  215. This is followed by Google Assistant (62%), Siri (39%), Cortana (30%), Bixby (16%), and other smart speakers (1%). 
  216. Furthermore, statistics show that in Q3 2020, AWS registered a 29% yearon year growth in net sales. 
  217. AWS accounted for 33% of enterprise spending on cloud infrastructure services, followed by Microsoft (18%). 
  218. In the middle of the pandemic, AWS was one of the four largest public cloud providers with strong revenue growth at 29%. 
  219. The rest were Alibaba (59%), Microsoft Azure (47%), and Google Cloud (43%). 
  220. Percentage of paid units sold by third party sellers on Amazon platform as of 4th quarter 2020. 
  221. 82% of US households have an Amazon Prime membership. 
  222. US ecommerce grows 44.0% in 2020. 
  223. Average annual amount spent on Amazon according to U.S. Amazon Prime and non Prime members as of March 2019. 
  224. Amazon reports $96.1 billion in Q3 2020 revenue AWS up 29%, subscriptions up 33%, and ‘other’ up 51%. 


AWS Marketplace is a powerful tool for customers to discover, purchase, and deploy software that runs on Amazon Web Services. With over 7,000 active software listings and growing adoption among customers and partners, AWS Marketplace is a vital resource for businesses looking to expand their software options and improve their operations. By understanding the trends, market analysis, and demographics of AWS Marketplace users, businesses can make informed decisions about which software solutions will best meet their needs.

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