A new Amazon report shows independent sellers thrived in 2025, reflecting the resilience of small businesses. Written by Mary Beth Westmoreland , Vice President, Worldwide Selling Partner Experience Small businesses achieved strong year-over-year growth in 2025. More than 75,000 independent sellers surpassed $1 million in sales in Amazon's store, a 36% increase from 2024, and U.S. sellers averaged more than $375,000 in annual sales. Amazon’s AI-powered tools helped sellers save time and reduce costs, allowing them to reinvest in their businesses and operate more efficiently. Fulfillment by Amazon continued to give sellers access to advanced logistics that helped them reach customers nationally and globally with fast delivery. Independent sellers achieved impressive year-over-year growth in 2025 More than 75,000 independent sellers surpassed $1 million in sales in Amazon’s store, a 36% increase from 2024 Independent sellers in the U.S. averaged more than $375,000 in annual sales in Amazon’s store, representing nearly a 30% increase from 2024 Over 11,000 U.S.-based sellers grew their sales by over 10x Amazon's AI-powered tools are helping independent sellers save time and money Amazon introduces agentic AI across the seller experience, transforming how sellers manage their businesses Leveraging Gen AI learnings, Amazon is empowering sellers with new Enhance My Listing tool to make listing optimization effortless and effective.

How sellers leveraged Amazon's redesigned onboarding experience to grow $2.5 trillion in sales and counting: Celebrating 25 years of Amazon’s partnership with independent sellers A pivotal decision to invite independent sellers into Amazon’s store in 2000 has driven tremendous business growth for entrepreneurs while transforming the retail industry. Amazon gives independent sellers the speed and scale to grow Independent sellers didn't just thrive in 2025—they built stronger communities What's ahead for small businesses in Amazon’s store Trending news and stories Investing more than $230 million in higher pay and expanded benefits for Whole Foods Market team members Millions of students can now get access to a free year of Kiro from AWS Cybersecurity expert Kevin Mandia joins Amazon's Board of Directors Amazon’s 2026 Top 100+ Toys list: Something for every kid at heart