How Many Sellers Are on Amazon? Registered vs. Active vs. Actually Selling

There is no single number, because “how many sellers are on Amazon” is three different questions. The most recent third-party estimates are roughly 500,000 active sellers on Amazon.com as of March 2026 and 1.65 million active sellers worldwide at the end of 2025, both from Marketplace Pulse, which counts a seller as active if the account received at least one piece of buyer feedback in the past year. The much larger registered-account figures you see quoted trace back to a March 2021 Marketplace Pulse count and have not been refreshed since.

Amazon has never published an official count of registered seller accounts. Every “total sellers” number in circulation is a third-party estimate. This page lists each number with three things attached — who counted it, what they counted, and as of when — and then explains why they contradict each other.

Last verified: 2026-08-17.

The short answer: three questions, three numbers

Each row below is a different question. They are not comparable to one another, and none of them can be added to, subtracted from, or divided by another.

The last two rows describe similar-sounding groups and disagree by a wide margin. That is not an error to be resolved here — a third-party firm counting storefronts and Amazon counting its own selling partners are measuring different populations with different data. Both are reported below as published.

What Amazon itself publishes — and what it doesn’t

Amazon publishes plenty of seller statistics. A total seller count is not among them.

What Amazon does publish (official):

• More than 60% of sales in Amazon’s store come from independent sellers, most of which are small and medium-sized businesses — stated on Amazon’s small business impact page. Note that this page carries no date stamp, so it cannot be tied to a specific reporting period.
• More than 75,000 independent sellers surpassed $1 million in sales in Amazon’s store, a 36% increase from 2024, and independent sellers in the U.S. averaged more than $375,000 in annual sales — from Amazon’s 2025 Small Business Empowerment Report, released during U.S. National Small Business Week, May 3–9, 2026.
• Over 25 years, independent sellers have generated more than $2.5 trillion in sales in Amazon’s store (Amazon, 25-year retrospective; this page also carries no visible publication date).
• The share of paid units sold by third-party sellers, which Amazon reports each quarter in its financial results. The compiled series published by Marketplace Pulse shows 60.0% for Q1 2026, against 61.0% a year earlier.

What Amazon does not publish: a total count of registered seller accounts, a total count of active sellers, or a seller count broken out by marketplace. We checked Amazon’s investor materials, the small business impact page and the 2025 Small Business Empowerment Report on 2026-08-17 and found none of these.

One widely recirculated figure deserves a warning. The phrase “nearly 2 million selling partners worldwide” appears on dozens of statistics roundups attributed to Amazon. As of 2026-08-17 we could trace it only as far back as Amazon’s 2021 Small Business Empowerment Report, and could not locate a current Amazon page restating it. Treat it as a five-year-old figure of uncertain standing, not a current official count.

The Amazon.com active-seller number

Marketplace Pulse’s Amazon.com figure fell from 584,000 in January 2025 to 500,000 as of March 2026, as reported by Modern Retail on April 23, 2026. The methodology is stated plainly: the firm tallies all Amazon seller accounts that received at least one piece of feedback over the past year.

That definition matters more than the number. A feedback-based count captures storefronts customers actually interacted with and reviewed, so it will exclude sellers who made sales but drew no feedback, sellers who list without selling, and dormant accounts. It is a measure of visible commercial activity, not of how many people hold seller accounts. Any comparison between this figure and a registration-based figure is a comparison between two different things.

The same reporting notes the concentration behind the decline: fewer than 8,000 sellers now account for roughly half of Amazon’s U.S. third-party gross merchandise volume, down from about 15,000 a few years earlier, per Marketplace Pulse estimates.

The worldwide active-seller number

Marketplace Pulse’s January 15, 2026 analysis reports active sellers dropping from 2.4 million in 2021 to 1.65 million by the end of 2025. Both readings come from the same firm and are presented there as one continuous series, but the article does not state that the 2021 and 2025 counts used an identical active-seller definition, so read it as one publisher’s own series rather than a definition-verified comparison. The same piece reports that 165,000 new sellers launched their first product listing on Amazon.com in 2025, down 44% from 2024 and the lowest annual total since the firm began tracking the metric in 2015.

Read that new-seller definition carefully: it counts sellers who launched at least one product listing, not sellers who registered an account. A registration-based count of new sellers would be a different, larger number, and no one currently publishes one.

The registered-account number, and the “9.7 million” problem

Statistics roundups routinely state that Amazon has about 9.7 million registered seller accounts worldwide. We could not find any source that publishes 9.7 million together with a stated counting method and a date.

The closest traceable primary figure is Marketplace Pulse’s article Amazon Reaches Six Million Third-Party Sellers, published March 24, 2021, which states three separate numbers in one place:

• “There are over six million third-party sellers on the Amazon marketplace.”
• “According to Marketplace Pulse research, there are nearly ten million seller accounts across Amazon’s nineteen global marketplaces.”
• “Among the six million, the number of sellers that had enough activity on the platform to get at least one feedback review in a year is only a million.”

Those three figures come from one research firm, one methodology and one date, which is why they can sit next to each other. Two cautions apply. First, the article is five years old — it predates the seller-count decline described above and should not be presented as a current reading. Second, the article itself explains that accounts outnumber sellers because one business can hold accounts on many marketplaces; an account count is not a business count.

Why the numbers disagree

Five structural reasons, each of which produces a different answer from the same marketplace.

1. They answer different questions. Registered accounts, accounts with any listing, accounts with sales, and accounts with feedback are four nested populations. A roundup that puts them in one sentence is comparing a stock of historical registrations against a snapshot of current activity.

2. “Active” has no standard definition. Marketplace Pulse uses at least one buyer feedback in twelve months. A listings-based counter would include sellers with live inventory but no reviews. A survey-based publisher measures whoever answered the survey. Jungle Scout’s State of the Amazon Seller 2025, for instance, surveyed nearly 1,500 sellers between January 10 and January 27, 2025 across more than 20 countries — a valid sample for describing seller behaviour, and not a census of how many sellers exist.

3. Accounts, businesses and marketplaces are three different units. One business operating in the U.S., U.K., Germany and Japan can hold several accounts. Whether a counter de-duplicates changes the answer by millions, as the 2021 six-million-versus-ten-million split shows.

4. Geographic scope is often dropped in transit. The 500,000 figure is Amazon.com only; the 1.65 million figure is worldwide. Roundups frequently print one and label it the other.

5. Dates get stripped, then the number is recycled. Statista’s country breakdown of Amazon marketplace sellers reports roughly 1.1 million active U.S. sellers. The page is titled “Number of active Amazon marketplace sellers in 2019, by country”, credits Marketplace Pulse as the underlying source, states a survey time period of January 1 to December 31, 2019, and carries a last update of January 10, 2020 (page metadata checked 2026-08-17). Republished without those dates, a 2019 reading passes for a current one, and citing both Statista and Marketplace Pulse looks like two independent confirmations when it is one dataset counted twice.

How to read any Amazon seller statistic

Before using a seller number in a pitch deck, a blog post or a business plan, get all three of these or discard the number:

1. Who counted it. A named research firm, a survey publisher, or Amazon itself. “Industry data shows” is not a source.
2. What exactly was counted. Registered accounts, unique businesses, sellers with a live listing, sellers with feedback, or survey respondents.
3. As of when. A year is the minimum; a month is better. Seller counts have moved substantially between 2021 and 2026.
4. Which marketplace. Amazon.com alone, or all marketplaces.
5. Whether the source is primary. If a statistics site cites another statistics site, follow the chain to the firm that did the counting and use that page’s date, not the aggregator’s.

Do not do arithmetic across sources. Subtracting an active-seller figure from a registered-account figure to get “dormant sellers”, or dividing one by the other to get an “activity rate”, combines different definitions, different dates and different geographies into a number that describes nothing. If you need a ratio, take both sides from the same publication and the same date.

For related market-sizing work, our guides on Amazon sales estimators and where Amazon search trend data actually comes from apply the same source-tracing discipline to demand data.

Frequently Asked Questions

How many sellers are on Amazon in 2026?

The most current third-party estimate is about 500,000 active sellers on Amazon.com as of March 2026, and 1.65 million active sellers worldwide as of the end of 2025, both from Marketplace Pulse using a feedback-based definition of “active”. There is no current figure for total registered accounts.

Does Amazon publish an official number of sellers?

No. As of 2026-08-17, Amazon publishes the share of sales and paid units from independent sellers, aggregate seller sales, and milestone counts such as the more than 75,000 independent sellers who passed $1 million in sales in 2025 — but not a total count of registered or active seller accounts.

How many new sellers join Amazon each year?

Marketplace Pulse reports that 165,000 new sellers launched their first product listing on Amazon.com in 2025, down 44% from 2024 and the lowest annual total since the firm began tracking the metric in 2015 (published January 15, 2026). This counts first listings, not account registrations.

Why do some sites say there are 9.7 million Amazon sellers?

That figure descends from registered-account counting rather than activity counting. The nearest traceable published figure is Marketplace Pulse’s “nearly ten million seller accounts across Amazon’s nineteen global marketplaces” from March 24, 2021 — a five-year-old count of accounts, not businesses, and not comparable to today’s active-seller figures.

How many Amazon sellers make significant revenue?

Marketplace Pulse reported more than 100,000 sellers generating $1 million or more annually as of the end of 2025, and 235 sellers at $100 million or more (Marketplace Pulse, January 15, 2026). Amazon separately reported more than 75,000 independent sellers surpassing $1 million in sales during 2025. The two counts come from different counters and are reported here as published rather than reconciled.

Conclusion

Any credible answer to “how many sellers are on Amazon” is a sentence with three clauses: the number, the definition, and the date. The figures on this page are current as of 2026-08-17; the Amazon.com and worldwide readings come from Marketplace Pulse and are third-party estimates, and the registered-account figures are five years old and should be labelled as such wherever they are used.

If you are sizing up the marketplace before starting, what Amazon FBA is and how it works and the Individual vs. Professional selling plan comparison cover the decisions that actually gate entry. For tooling, see the Amazon seller tools directory.