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This page presents Amazon.com, Inc.’s net sales attributed to product categories, consisting of online stores, physical stores, third-party seller services, advertising services, subscription services, and AWS.
For the definition of these product categories, you may refer to this section: Amazon’s product categories.
Let’s dive in!
For other statistics of Amazon.com, Inc., you may find more information on this page: Amazon key stats.
Please use the table of contents to navigate this page.
Table Of Contents
Definitions And Overview
- Online Stores
- Physical Stores
- Third-party Seller Services
- Advertising Services
- Subscription Services
- AWS
- Other
Insight & Summary of Observed Trends
Z1. Insight & Summary of Amazon’s Net Sales Breakdown By Category
Net Sales By Category Results
A1. Net sales breakdown by category
A2. Net sales mix by category
A3. Net sales growth by category
Reference, Credits, and Disclosure
S1. References and Credits
S2. Disclosure
Definitions
To help readers understand the content better, the following terms and glossaries have been provided.
Online Stores:
Online stores includes product sales and digital media content where Amazon.com records revenue gross. Amazon.com leverages its retail infrastructure to offer a wide selection of consumable and durable goods that includes media products available in both a physical and digital format, such as books, videos, games, music, and software.
These product sales include digital products sold on a transactional basis. Digital media content subscriptions that provide unlimited viewing or usage rights are included in “Subscription services” category.
Physical Stores:
Physical stores includes product sales where Amazon.com’s customers physically select items in a store. Sales to customers who order goods online for delivery or pickup at physical stores are included in “Online stores” category.
Third-party Seller Services:
Third-party seller services includes commissions and any related fulfillment and shipping fees, and other third-party seller services.
Advertising Services:
Advertising services includes sales of advertising services to sellers, vendors, publishers, authors, and others, through programs such as sponsored ads, display, and video advertising.
Subscription Services:
Subscription services includes annual and monthly fees associated with Amazon Prime memberships, as well as digital video, audiobook, digital music, e-book, and other non-AWS subscription services.
AWS:
AWS segment consists of amounts earned from global sales of compute, storage, database, and other services for start-ups, enterprises, government agencies, and academic institutions.
Other:
“Other” includes sales related to various other offerings (such as shipping services, healthcare services, and certain licensing and distribution of video content) and co-branded credit card agreements.
Insight & Summary of Amazon’s Net Sales Breakdown By Category
Amazon’s net sales composition has undergone a genuine structural transformation over the past decade — a retail business built almost entirely on first-party online store sales in 2015 has evolved into a considerably more diversified revenue mix, with several higher-margin service categories now growing meaningfully faster than the core retail business itself.
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Online Stores: Still the Largest Category, But a Steadily Shrinking Share Online stores has fallen from 71.8% of total net sales (2015) to just 37.6% (2025) — nearly halved in relative terms — even as its absolute dollar figure nearly quadrupled over the same period, from $76,863 million to $269,287 million. Its growth rate has also been the most volatile of any category, ranging from a pandemic-driven 39.7% spike (2020) to an outright decline of -0.9% (2022), before recovering to 9.0% growth by 2025. This category’s declining mix share, even while growing in absolute terms, is the clearest signal that Amazon’s revenue engine has fundamentally diversified.
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Advertising Services: The Fastest-Growing Category by a Wide Margin Advertising Services is the standout performer in the entire dataset. Since its first full year of disclosure in 2019, it has grown from $12,625 million to $68,635 million — more than a fivefold increase — and its growth rate has remained the strongest or second-strongest of any category in the most recent three years (24.3%, 19.8%, and 22.1% in 2023-2025). Its mix share has climbed steadily and without interruption from 4.5% (2019) to 9.6% (2025), now comfortably exceeding Subscription Services and approaching Third-Party Seller Services in relative importance.
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AWS: Consistently Strong, Accelerating Growth in the Most Recent Years AWS’s mix share grew from 7.4% (2015) to 18.0% (2025) — more than doubling — with growth accelerating for three consecutive years in the most recent stretch (13.3%, 18.5%, and 19.7% in 2023-2025), the only category besides Advertising Services to show this kind of sustained acceleration rather than fluctuation. AWS is now the second-largest category in the entire dataset by mix share, trailing only Online Stores and Third-Party Seller Services.
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Third-Party Seller Services: Large, Steady, But Growth Has Clearly Decelerated Third-Party Seller Services has grown its mix share consistently from 15.0% (2015) to 24.4% (2023) before slightly retreating to 24.0% (2025), making it Amazon’s second-largest category by dollar value. Its growth rate, however, has decelerated markedly in recent years — from 19.0% (2023) to just 10.3% (2025), its slowest pace since 2016 — suggesting this category may be reaching a more mature growth phase even as it remains a large and stable contributor.
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Physical Stores and Subscription Services: Smaller, More Stable Contributors Physical Stores has remained a comparatively small and stable category since its 2017 introduction to the disclosure, with its mix share holding in a narrow 3.1%-7.4% band and growth settling into a steady mid-single-digit pace in recent years (5.6%, 5.9%, 6.3% in 2023-2025) after an anomalous 197.1% jump in 2018. Subscription Services has followed a similar maturation pattern — its growth rate has decelerated from a 52.0% peak (2017) to a more modest 10.4%-14.2% range in 2023-2025, with its mix share holding essentially flat around 6.9%-7.0% for the past several years.
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Structural Takeaway: Amazon’s revenue mix has shifted decisively away from single-category dependence on Online Stores toward a genuinely diversified base spanning marketplace services, advertising, subscriptions, and cloud infrastructure — Online Stores’ mix share has fallen by roughly half since 2015 even as the category itself has nearly quadrupled in dollar terms. Given Advertising Services and AWS are now the two fastest-growing categories with three consecutive years of strong or accelerating growth, while Third-Party Seller Services and Subscription Services show clear signs of decelerating into a more mature growth phase, the trend worth monitoring going forward is whether Advertising and AWS continue widening their share of total net sales, which would further shift Amazon’s overall revenue mix toward higher-margin services relative to its foundational retail business.
The table below combines all key Amazon.com’s net sales by category metrics into a single view for the latest three fiscal years.
Amazon.com’s Net Sales by Category — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Net Sales by Category | |
| Online Stores | $249,396M |
| Physical Stores | $21,269M |
| Third-Party Seller Services | $156,120M |
| Advertising Services | $57,252M |
| Subscription Services | $44,734M |
| AWS | $109,013M |
| Other | $5,439M |
| Total Net Sales | $643,223M |
| Net Sales Mix by Category | |
| Online Stores | 38.9% |
| Physical Stores | 3.3% |
| Third-Party Seller Services | 24.3% |
| Advertising Services | 8.9% |
| Subscription Services | 7.0% |
| AWS | 16.9% |
| Other | 0.9% |
| Total Net Sales | 100.0% |
| Net Sales Growth by Category | |
| Online Stores | 7.0% |
| Physical Stores | 5.9% |
| Third-Party Seller Services | 13.6% |
| Advertising Services | 22.1% |
| Subscription Services | 12.1% |
| AWS | 17.2% |
| Other | 11.8% |
| Total Net Sales | 11.7% |
Averages cover FY2023–FY2025. Revenue rounded to nearest whole unit. Mix and growth rounded to one decimal place.
Net sales breakdown by category
View data as table
Amazon.com Net Sales by Category — All Metrics by Fiscal Year
| Fiscal Year | Online Stores | Physical Stores | Third-Party Seller Services | Advertising Services | Subscription Services | AWS | Other | Total Net Sales |
|---|---|---|---|---|---|---|---|---|
| 2015 | $76,863M | n.a. | $16,086M | n.a. | $4,467M | $7,880M | $1,710M | $107,006M |
| 2016 | $91,431M | n.a. | $22,993M | n.a. | $6,394M | $12,219M | $2,950M | $135,987M |
| 2017 | $108,354M | $5,798M | $31,881M | n.a. | $9,721M | $17,459M | $4,653M | $177,866M |
| 2018 | $122,987M | $17,224M | $42,745M | n.a. | $14,168M | $25,655M | $10,108M | $232,887M |
| 2019 | $141,247M | $17,192M | $53,762M | $12,625M | $19,210M | $35,026M | $1,460M | $280,522M |
| 2020 | $197,346M | $16,227M | $80,461M | $19,773M | $25,207M | $45,370M | $1,680M | $386,064M |
| 2021 | $222,075M | $17,075M | $103,366M | $31,160M | $31,768M | $62,202M | $2,176M | $469,822M |
| 2022 | $220,004M | $18,963M | $117,716M | $37,739M | $35,218M | $80,096M | $4,247M | $513,983M |
| 2023 | $231,872M | $20,030M | $140,053M | $46,906M | $40,209M | $90,757M | $4,958M | $574,785M |
| 2024 | $247,029M | $21,215M | $156,146M | $56,214M | $44,374M | $107,556M | $5,425M | $637,959M |
| 2025 | $269,287M | $22,561M | $172,162M | $68,635M | $49,619M | $128,725M | $5,935M | $716,924M |
Net Sales by Category — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Online Stores | $249,396M |
| Physical Stores | $21,269M |
| Third-Party Seller Services | $156,120M |
| Advertising Services | $57,252M |
| Subscription Services | $44,734M |
| AWS | $109,013M |
| Other | $5,439M |
| Total Net Sales | $643,223M |
Averages cover FY2023–FY2025. Revenue rounded to nearest whole unit. Mix and growth rounded to one decimal place.
Net sales mix by category
View data as table
Amazon.com Net Sales Mix by Category — All Metrics by Fiscal Year
| Fiscal Year | Online Stores | Physical Stores | Third-Party Seller Services | Advertising Services | Subscription Services | AWS | Other |
|---|---|---|---|---|---|---|---|
| 2015 | 71.8% | n.a. | 15.0% | n.a. | 4.2% | 7.4% | 1.6% |
| 2016 | 67.2% | n.a. | 16.9% | n.a. | 4.7% | 9.0% | 2.2% |
| 2017 | 60.9% | 3.3% | 17.9% | n.a. | 5.5% | 9.8% | 2.6% |
| 2018 | 52.8% | 7.4% | 18.4% | n.a. | 6.1% | 11.0% | 4.3% |
| 2019 | 50.4% | 6.1% | 19.2% | 4.5% | 6.8% | 12.5% | 0.5% |
| 2020 | 51.1% | 4.2% | 20.8% | 5.1% | 6.5% | 11.8% | 0.4% |
| 2021 | 47.3% | 3.6% | 22.0% | 6.6% | 6.8% | 13.2% | 0.5% |
| 2022 | 42.8% | 3.7% | 22.9% | 7.3% | 6.9% | 15.6% | 0.8% |
| 2023 | 40.3% | 3.5% | 24.4% | 8.2% | 7.0% | 15.8% | 0.9% |
| 2024 | 38.7% | 3.3% | 24.5% | 8.8% | 7.0% | 16.9% | 0.9% |
| 2025 | 37.6% | 3.1% | 24.0% | 9.6% | 6.9% | 18.0% | 0.8% |
Net Sales Mix by Category — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Online Stores | 38.9% |
| Physical Stores | 3.3% |
| Third-Party Seller Services | 24.3% |
| Advertising Services | 8.9% |
| Subscription Services | 7.0% |
| AWS | 16.9% |
| Other | 0.9% |
| Total Net Sales | 100.0% |
Averages cover FY2023–FY2025. Revenue rounded to nearest whole unit. Mix and growth rounded to one decimal place.
Net sales growth by category
View data as table
Amazon.com Net Sales Growth by Category — All Metrics by Fiscal Year
| Fiscal Year | Online Stores | Physical Stores | Third-Party Seller Services | Advertising Services | Subscription Services | AWS | Total Net Sales |
|---|---|---|---|---|---|---|---|
| 2016 | 19.0% | n.a. | 42.9% | n.a. | 43.1% | 55.1% | 27.1% |
| 2017 | 18.5% | n.a. | 38.7% | n.a. | 52.0% | 42.9% | 30.8% |
| 2018 | 13.5% | 197.1% | 34.1% | n.a. | 45.7% | 46.9% | 30.9% |
| 2019 | 14.8% | -0.2% | 25.8% | n.a. | 35.6% | 36.5% | 20.5% |
| 2020 | 39.7% | -5.6% | 49.7% | 56.6% | 31.2% | 29.5% | 37.6% |
| 2021 | 12.5% | 5.2% | 28.5% | 57.6% | 26.0% | 37.1% | 21.7% |
| 2022 | -0.9% | 11.1% | 13.9% | 21.1% | 10.9% | 28.8% | 9.4% |
| 2023 | 5.4% | 5.6% | 19.0% | 24.3% | 14.2% | 13.3% | 11.8% |
| 2024 | 6.5% | 5.9% | 11.5% | 19.8% | 10.4% | 18.5% | 11.0% |
| 2025 | 9.0% | 6.3% | 10.3% | 22.1% | 11.8% | 19.7% | 12.4% |
Net Sales Growth by Category — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Online Stores | 7.0% |
| Physical Stores | 5.9% |
| Third-Party Seller Services | 13.6% |
| Advertising Services | 22.1% |
| Subscription Services | 12.1% |
| AWS | 17.2% |
| Other | 11.8% |
| Total Net Sales | 11.7% |
Averages cover FY2023–FY2025. Revenue rounded to nearest whole unit. Mix and growth rounded to one decimal place.
References and Credits
1. All financial figures presented were obtained and referenced from Amazon.com, Inc.’s quarterly and annual reports published on the company’s investor relations page: Amazon.com, Inc. Investor Relations.
2. Pexels Images.
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