State of the Amazon Seller 2023

Based on insights from more than 2,000 Amazon sellers, from entrepreneurs to major brands, this annual study explores the strategies of the sellers and small businesses that drive a major portion of Amazon’s more than $514 billion revenue.

Download the report to explore:

  • Top product categories and new seller opportunities
  • Amazon seller pain points and 2023 priorities
  • Sales and profit data, product volume, price points, and more
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Key Insights

  • 89% of Amazon sellers are profitable, even as rising costs create new challenges. 37% said their profits increased throughout 2022.
  • Social media advertising – and video content in particular – is soaring in popularity. 41% of sellers now market on social media, up 15% year-over-year.
  • In 2023, sellers are focused on expansion within Amazon and beyond. 50% plan to explore new ecommerce platforms, with a similar percentage eyeing new global marketplaces.

Explore the plans, goals, and challenges of ecommerce sellers in 2023.

Download the report

About the report


Between December 1, 2022 – January 3, 2023, Jungle Scout surveyed more than 2,000 Amazon sellers, including prospective and former sellers. Respondents represent 78 countries, all 20 Amazon marketplaces, and all relevant Amazon product categories. They are ages from 18 to 80+ and all genders and levels of education. This report focuses on small- to medium-sized business owners who have at least one live product listing on Amazon, including first- and third-party sellers earning $2 million or less in annual ecommerce revenue. Read the full report for more details.


Using the data

We encourage you to explore Jungle Scout’s State of the Amazon Seller Report, and to share, reference, and publish the findings with attribution to Jungle Scout and a link to this page.

For more information, specific data requests or media assets, or to reach the report’s authors, please contact us at [email protected].

About Jungle Scout

Jungle Scout is the leading all-in-one platform for ecommerce sellers, supporting more than $50 billion in annual Amazon revenue. Founded in 2015 as the first Amazon product research tool, Jungle Scout today features a full suite of best-in-class business management solutions and powerful market intelligence resources to help entrepreneurs and brands manage their ecommerce businesses. Jungle Scout is headquartered in Austin, Texas, and supports 10 global Amazon marketplaces.