State of the Amazon Seller 2024

See what nearly 2,000 Amazon businesses – from solo sellers and SMBs to enterprise brands and retailers – say about their goals, challenges, and strategies for selling on Amazon in 2024. Get insights on profitability, advertising investments, growth plans, and more.

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Key insights from the report

Almost 50% of Amazon businesses have leveraged AI to manage their ecommerce channels.

Sellers and brands are using the burgeoning technology for everything from listing optimization to customer service.

As SMB sellers prioritize expansion, big brands are focused on product research and reporting.

From marketing investments to brand-building, the path to success on Amazon varies greatly depending on business size.

54% of Amazon businesses plan to try new marketing tactics in 2024.

20% more businesses are investing in TV & radio advertising, while the number advertising on ecommerce platforms declined year-over-year.

What’s inside this free report:

  • Top priorities and challenges for Amazon businesses in 2024
  • Strategic differences between small sellers and large brands on Amazon
  • Sales and profitability trends for Amazon business of all sizes
Download the report

About the report


Between December 1, 2023 – January 3, 2024, Jungle Scout surveyed nearly 2,000 Amazon sellers and businesses, including prospective and former sellers. In total, respondents represent more than 100 countries, 20 Amazon marketplaces, and all relevant Amazon product categories. They are from ages 18 to 80+ and all genders and levels of education. This report focuses on businesses that have at least one live product listing on Amazon. Read the full report for more details.


Using the data

We encourage you to explore Jungle Scout’s 2024 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].

Jungle Scout for Sellers & SMBs

Jungle Scout is the leading platform for first-time and established 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 and market intelligence solutions to help sellers jumpstart and grow their ecommerce business.

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Jungle Scout Cobalt empowers brands and retailers with a powerful suite of ecommerce tools designed to drive growth, maximize sales, and optimize digital shelf performance on Amazon. Comprehensive data analytics, built-in advertising automation, and intuitive visualizations provide straightforward answers to critical ecommerce questions, turning insights into action.

Jungle Scout Data Cloud gives big box retailers and investors access to millions of Amazon data points including sales estimates, historical search volume, share of voice, product insights, and more. Data Cloud offers needed scalability and flexibility by providing a way to get Jungle Scout’s industry-leading data, with the ability to analyze and visualize that data using the tools of their choice.

See how Jungle Scout Cobalt can make Amazon easier for your team.

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