Amazon delivery van in New York during winter in snow

U.S. Small Businesses on Amazon Sold Nearly Half a Billion Products This Holiday Season


As the holiday shopping season closes out, Amazon is celebrating the entrepreneurs and small businesses who delighted millions of Amazon customers globally with their vast selection of unique products and millions of incredible deals.

What you need to know: On the heels of the company’s biggest Cyber Week, this holiday season, Amazon customers also purchased more items than ever before from third-party sellers — most of which are small and medium-sized businesses.

Amazon’s selling partners bring products from Black-, military family-, and woman-owned businesses, as well as handcrafted goods made by artisans, to customers.

Products from third-party sellers represented almost 60% of the units sold in its store. And this holiday season, Amazon customers purchased nearly half a billion items from small businesses in the US alone.

Trending small business categories included Home, Beauty, Kitchen, Toys, and Apparel.

What they’re saying: “I want to acknowledge that while this has been a challenging year, I appreciate how our selling partners have delivered for customers while navigating this uncertain economic climate,” said Dharmesh Mehta, Amazon’s vice president of Worldwide Selling Partner Services.

“We recognize there are many ways for entrepreneurs to reach customers and grow their brand, and we are grateful that a growing number of amazing small businesses continue to choose our store.

“We remain committed to their success, and will continue innovating to build the tools and services that help their businesses thrive and provide customers with a truly exceptional shopping experience.”

Go deeper: For more information about how Amazon provides the opportunities, tools, and services to power the growth of small businesses and brands, visit its 2022 Small Business Empowerment Report.

Note: This story has been edited to clarify a factual distinction between small businesses and third-party sellers.

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