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Source: 2018 Amazon Shareholder Letter, submitted by Jeff@amazon.com
Published: April 2019

Physical Gross Merchandise Sales Sold on Amazon by Independent Third-Party Sellers

Circulated: April 11, 2019

The percentages represent the share of physical gross merchandise sales sold on Amazon by independent third-party sellers — mostly small- and medium-sized businesses — as opposed to Amazon retail’s own first party sales.

           
Year Percentage
1999 3%
2000 3%
2001 6%
2002 17%
2003 22%
2004 25%
2005 28%
2006 28%
2007 29%
2008 30%
2009 31%
2010 34%
2011 38%
2012 42%
2013 46%
2014 49%
2015 51%
2016 54%
2017 56%
2018 58%


Third-party sales have grown from 3% of the total to 58%. To put it bluntly:

Third-party sellers are kicking our first party butt. Badly.

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