New Amazon sellers are earning an average of nearly $30,000 in annual profits. What does it take to start selling on Amazon, and what can new sellers do to ensure they are profitable this year? Jungle Scout’s latest report has the data.
46% of new Amazon sellers cite a desire to “be their own boss” as the top motivator to use the platform. Additionally, 42% of new sellers are looking for extra income to supplement their existing income. Many are also searching for flexibility to work from any location or to travel the world while more than a third want to feel successful or accomplished.
Whatever the reason for selling on Amazon, it’s the primary income stream for many.
So just how much can you expect to make selling on Amazon in 2023?
The team at Jungle Scout, the leading all-in-one platform for selling on Amazon, surveyed* thousands of Amazon sellers so you can learn all you need to know about getting started selling on Amazon from those who are doing it.
What we’ll reveal:
Want to learn more about selling on Amazon? Check out our complete guide.
Now, on to the data!
1. How much do Amazon sellers make?
Most Amazon sellers make at least $1,000 per month in sales, and some super-sellers make more than $100,000 each month in sales. 45% of Amazon sellers make $1,000 to $25,000/month, which could mean $12,000 to $300,000 in annual sales.
Like any other business, selling on Amazon will involve some expenses and fees for the seller. Part of makes Amazon FBA so appealing is that it simplifies this process for sellers.
What are the average monthly sales for Amazon sellers?
Most Amazon sellers make at least $1,000 per month in sales, and some super-sellers make more than $100,000 each month in sales.
- 25% of Amazon sellers makes $25,000-$250,000/month, amounting to annual sales between $300,000 and $3,000,000.
- 17% of sellers make under $500/month in sales.
|Monthly sales||Percent of sellers|
|$1,001 – $5,000||17%|
|$5,001 – $10,000||12%|
|$10,001 – $25,000||16%|
|$25,001 – $50,000||12%|
|$50,001 – $100,000||8%|
|$100,001 – $250,000||5%|
|$251,000 – $500,000||1%|
Selling on Amazon has been a viable way of building an ecommerce business for years, which attracts new Amazon sellers to the game. But that hasn’t limited their sales.
17% of SMB (small and medium-sized businesses) Amazon sellers have reached lifetime sales of over $100,000:
- Under $25,000: 49%
- $25,001-50,000: 11%
- $50,001-100,000: 10%
- $100,001-500,000: 8%
- $500,001-1,000,000: 4%
- $1,000,001-5,000,000: 5%
- $5,000,001-10,000,000: 1%
- $10,000,001-50,000,000: 0%
While sales are often a strong measure of a healthy Amazon business, they don’t paint a complete picture of how much Amazon sellers make — that is, what they take home. So let’s turn to profits.
How much do Amazon sellers profit?
The higher the profit margin, the better. Small companies often struggle to achieve profitability in their first few years, but Amazon SMB sellers see healthy profit margins.
- Over half of sellers (55%) see profit margins higher than 15%.
- Better still, 38% see profit margins above 20%.
- On the other hand, 8% said their businesses are not yet profitable.
|Profit margin for SMB sellers||Percent of sellers|
|Not currently profitable||8%|
While profits change based on factors including sales volume and business expenses throughout the year, sellers weighed in on their total lifetime profits since they started their Amazon businesses.
How much money have Amazon sellers made over time?
47% of SMB sellers have reached lifetime profits of more than $100,000 — not bad for what many start as a “side hustle” — and 12% have lifetime profits between $100,000 and $500,000.
- Under $25,000: 23%
- $25,000-50,000: 12%
- $50,001-100,000: 8%
- $100,001-500,000: 12%
- $500,001-1,000,000: 15%
- $1,000,001-5,000,000: 13%
- $5,000,000-10,000,000: 3%
- Not yet profitable: 9%
- Don’t know: 10%
47% of Amazon SMB sellers achieve lifetime profits over $100,000
And for many Amazon sellers, those profits turn quickly.
2. How long does it take to become profitable on Amazon?
Across all respondents, the majority (68%) said they were profitable within the first year of selling.
- Profits within 3 months: 15%
- Profits within 3-6 months: 25%
- Profits within 6 months-1 year: 28%
- Profits within 1-2 years: 14%
- Profits within more than 2 years: 4%
- Don’t know: 3%
So, how do you get started selling on Amazon? We asked sellers how much money and time they invested to get their businesses up and running.
How much do you need to start selling on Amazon?
One of the biggest hurdles for people starting to sell on Amazon is the idea that it will cost them too much money. As with many things, what you put in impacts what you get out. But that doesn’t have to mean cash — it can mean time, the necessary data to inform your decisions, or simply the will to succeed.
In fact, one quarter (25%) of Amazon sellers spent less than $1,000 to start their businesses. Overall, most sellers (58%) spent less than $5,000 to get started selling on Amazon.
- Sellers spent less than $500: 11%
- $500-1,000: 13%
- $1,001-2,500: 15%
- $2,501-5,000: 18%
- $5,001-10,000: 19%
- More than $10,000: 22%
- Don’t know: 2%
What is that money spent on? Typically, initial costs include sourcing your product (including samples), Amazon fees, and promotions. (Read more about how much it costs to sell on Amazon here.)
And where does that money come from? An overwhelming number of sellers (77%) are bootstrappers, funding their entrepreneurial endeavors with their own cash. A smaller portion of sellers (37%) borrowed money from banks, family, or other lenders.
How much time do you need to start selling on Amazon?
Overall, Amazon sellers don’t need to spend a lot of time on their Amazon businesses. Most (76%) spend fewer than 20 hours per week.
- Fewer than 4 hours per week: 22%
- 4-10 hours: 31%
- 11-20 hours: 23%
- 21-30 hours: 10%
- 31-40 hours: 7%
- 41-50 hours: 2%
- 51-60 hours: 2%
- More than 60 hours: 3%
Nearly three-quarters (71%) of sellers were also able to launch their businesses within 6 months.
In fact, you’re likely to give more time to get your business off the ground in its early stages; after they find products to sell and create their niche, many sellers simply maintain their businesses and let the income roll in.
3. Is selling on Amazon profitable in 2023?
Nearly all sellers (85%) had planned to continue selling on Amazon in 2023, and 82% are optimistic that selling on Amazon will be a viable way to make money online in the future, compared to 63% who said the same last year.
Amazon is an industry unto itself, and it’s irrevocably tied into so many other industries that the opportunity for sellers to find a profitable niche to sell in is massive.
While 9% of SMB sellers are not yet profitable, most are already taking big Amazon money home — or using it to invest further in their businesses:
- Amazon seller with a profit margin less than 10%: 23%
- Profit margin 11-20%: 36%
- Profit margin 21-50%: 35%
- Profit margin 50+%: 3%
What does that amount to in dollars? Let’s just say it’s enough to be considered much more than “side hustle money.”
How new sellers could start making nearly $30K/year on Amazon
SMB sellers are making an average* of $11,671 in sales each month — or $140,052 in sales per year.
Considering the average profit margin of SMB sellers, 21%, new sellers are averaging $2,451 per month or $29,412 in annual profits.
And for the 38% of sellers with profit margins of 21% and higher, they could be taking home monthly profits upwards of five figures and beyond.
New Amazon sellers are earning an average profit of nearly $30K per year.
A handful of new sellers are fortunate enough to be raking in incredibly high sales — upwards of $250,000 per month — $3 million per year. While these “super sellers” are outliers from the average seller, they’re certainly aspirational.
*Weighted average calculated based on reported sales by midpoint of range, and capped at the high-end range ($250K) to prevent arbitrary projection.
4. Takeaways from successful Amazon sellers for a profitable 2023
Countless have tried their hand at selling on Amazon. So what can you learn from those who’ve had distinct, measured success? Here are the top takeaways:
Achieve big wins in little time.
- Nearly half of sellers (46%) launched their business on Amazon within 3 months.
- 53% of sellers spend 10 hours per week or less working on their Amazon business.
What Amazon sellers say:
- “Just jump in now. Perfection is the enemy of profit.”
- “I wish I knew how important it was to start sooner. The barrier to quick trajectory seems to be higher over time.”
- “I wish I had known where to start and where to get good information.”
Put in the effort — it will pay off.
- 54% of sellers maintain that selling on Amazon takes some effort and is not a “get-rich-quick strategy.”
- Most sellers are still evolving their Amazon businesses and 45% plan to add new products in the coming year.
What Amazon sellers say:
- “I need to spend more time doing product research.”
- “[You] need time.”
- “More and more analytics.”
Find the right resources and tools
- The primary factors sellers said contribute to their success selling on Amazon are having the time to commit to their business and having the necessary tools and information to help them.
What Amazon sellers say:
- “I wish I knew the right way to launch without burning a ton of money.”
- “I wish I knew about product research for finding ideal products.”
- “I wish I knew about the tools for selling on Amazon.”
- “I wish I knew which metrics are most important to keep track of.”
For more tips and resources, check these out:
If you’re ready to start selling on Amazon, consider signing up for Jungle Scout’s Freedom Builder Bootcamp! Join Jungle Scout Founder and CEO Greg Mercer on a limited bootcamp course designed to get you up and running as a seller on Amazon.
Between December 1, 2022 – January 3, 2023, Jungle Scout surveyed more than 2,000 Amazon sellers, including prospective and former sellers.
This article reflects responses from 715 active first- and third-party Amazon sellers earning $2 million or less in annual ecommerce revenue.
Also included in the analysis for Jungle Scout’s 2023 State of the Amazon Seller Report were sellers and brands earning over $2 million in annual revenue, respondents representing agencies that offer services to Amazon sellers and their businesses, sellers who are looking to launch a business on Amazon but have not yet started, and respondents who previously sold on Amazon.
Respondents represent 117 countries, all 20 Amazon marketplaces, and all relevant Amazon product categories. They are ages from 18 to 80+, as well as all genders and levels of education.
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