Amazon Share of US Retail Ecommerce Sales, Direct vs. Marketplace, 2016-2018 (% of total retail ecommerce sales)
NoteAmazon marketplace includes the sales of products made through Amazon.com (browser or app) where a third-party seller is the merchant of record who assumes the legal ownership of the inventory prior to changing hands with the consumer. Amazon direct includes the sales of products made through ... Amazon.com (browser or app) where Amazon is the merchant of record who assumes the legal ownership of inventory prior to changing hands with the consumer. Amazon sales excludes Amazon Web Services (AWS) sales, advertising services and credit card agreements. Top 10 excluding Amazon includes eBay, Apple, Walmart, The Home Depot, Best Buy, Macy's, Qurate Retail Group, Costco Wholesale and Wayfair. Other includes all other US retail ecommerce sales from other companies. eMarketer benchmarks its retail ecommerce sales figures against US Department of Commerce data for which the last full year measured was 2017.More
MethodologyEstimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from company reports, consumer online buying trends, and macro-level economic conditions.