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Amazon Releases Small Business Empowerment Report

The report shows continued sales growth for independent sellers—and beauty is among the most-shopped categories.

05.23.23

Amazon released its annual U.S. Small Business Empowerment Report, and it's good news for independent sellers—it shows continued sales growth.

The report also shows that beauty is among the most-shopped categories from U.S. independent sellers in Amazon’s store.

More than 60% of sales in Amazon’s store are from independent sellers—most of which are small and medium-sized businesses. The report details how the company’s investments, innovations, and initiatives on behalf of independent sellers help small and medium-sized businesses across the country increase their product sales and create jobs.

According to the report, independent sellers sold more products year over year in Amazon’s store and broadened their customer reach beyond the U.S. through increased international export sales.

The data signifies "the resiliency of entrepreneurs as they continue to successfully navigate and thrive in a challenging economic climate," Amazon states.

Dharmesh Mehta, vice president of Worldwide Selling Partner Services at Amazon, says, “Small businesses are the heart of our local communities and the backbone of the U.S. economy. We invest billions of dollars annually to provide entrepreneurs with a constantly improving set of valuable tools and resources...We are committed to the success of small businesses, and we are excited to continue innovating on their behalf and help them grow into thriving success stories.”

Highlights from Amazon's Small Business Empowerment Report

Amazon’s Small Business Empowerment Report shows that in 2022, independent sellers in the U.S. sold more than 4.1 billion products—an average of 7,800 every minute—in Amazon’s store and exported over 260 million products.

Sellers in rural areas, including parts of Rhode Island, Illinois, Louisiana, West Virginia, and Wyoming, collectively achieved more than 40% year-over-year sales growth in Amazon’s store, demonstrating the opportunity Amazon unlocks for small businesses across the country.

Selling in Amazon’s store has also enabled independent sellers to create an estimated 1.5 million jobs in the U.S., including jobs that are responsible for managing, operating, and supporting sellers’ efforts to sell through Amazon’s store, which continued to fuel economic opportunities in local communities around the country.

Matt Slykuis, a resident of San Antonio, Texas, and owner of Boldly Growing, comments, “For small business owners, it used to be you could have a great idea and work hour after hour, but you still had to hope you catch a lucky break. However, Amazon has really leveled the playing field and made success possible to just about anyone who is willing to put in the effort to learn and bring their product to market.”

Doug Herrington, CEO of Amazon Worldwide Stores, says, “Ever since small and medium-sized businesses started selling products in our store 23 years ago, I’ve been impressed by their passion, creativity, and commitment to customers. All these years later, having met many sellers in person, I remain blown away by their brand building, agility, and ability to look around corners and anticipate new product trends."

Herringtion adds, "I am proud that hard-working, diverse, and smart entrepreneurs continue to find success growing their businesses in Amazon’s store, and I appreciate the immense value that together, we are able to bring to customers around the world.”