US Amazon Retail Ecommerce Sales Penetration, by Product Category Forecasts, Estimates, & Historical Data

Source & Notes

Data Table

Source: EMARKETER Forecast, October 2025 - November 2025

Note: represents the gross value of products or services sold on amazon.com (browser or app), regardless of the method of payment or fulfillment; excludes travel and event tickets, Amazon Web Services (AWS) sales, advertising services, and credit card agreements; includes direct and marketplace sales

Additional Note: Apparel accessories includes all accessories for personal adornment such as belts, costume jewelry, fine jewelry, handbags, hats, nonprescription sunglasses, scarves, and watches; it excludes footwear; Apparel, footwear, & accessories includes menswear, womenswear, kidswear, footwear, & accessories such as jewelry, sunglasses, and belts; Apparel includes all clothing for adults and children, as well as personal attire such as bridal gowns, lingerie, furs, swimwear, hosiery, uniforms, etc.; Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools; Computer includes desk-based PCs, notebook PCs, ultramobile premium devices (e.g., Microsoft Surface), and Chromebooks; it excludes iPads. Software, accessories, and attachments are included; Computer and consumer electronics includes large appliances; Consumer electronics includes home theaters, audio equipment, headphones, smart home devices, wearables, tablets, mobile phones, and video gaming hardware (consoles, handheld video gaming devices and accessories); Cosmetics includes color cosmetic products for eyes, lips, face, and nails; Cosmetics and beauty includes products such as cosmetics, haircare, fragrance, skincare, and salon styling tools; it excludes hand soaps, sanitizers, and other consumer packaged goods-type toiletries; Food and beverage includes packaged foods, fresh foods, and beverages; Footwear includes boots, sandals, shoes, slippers, and sneakers of all materials; it excludes specialty sports footwear (e.g., bowling shoes, golf shoes, cleats); Fragrance includes personal fragrance but excludes home fragrance and car fragrance; Furniture includes sofas, shelves, upholstered and non-upholstered wood furniture, outdoor patio and porch furniture, mattresses and mattress foundations, children�s furniture, and office furniture. Home improvement and tools, kitchenware, and large appliances, such as refrigerators, air conditioning units, and stoves, are excluded; Furniture and home furnishings includes furniture, housewares, and small appliances; it excludes home improvement and tools; Haircare includes products used for the care and styling of hair such as shampoo, conditioner, hair masks, styling products, and hair color; it excludes hair salon services; Home furnishings includes floor coverings, window treatments, kitchen and tableware, bedding and linens, lamps and shades, bathroom accessories, print and picture frames, clocks, lamps, lighting fixtures, and other household decorative items. Home improvement and tools and large appliances, such as refrigerators, air conditioning units, and stoves, are excluded; Home improvement & garden includes building materials, flooring, paint, hardware, fixtures, lighting, and lawn and gardening equipment; it excludes items related to home decor (e.g., furniture, area rugs, drapery; Household and personal consumables includes health products like over-the-counter medicines, vitamins and supplements, personal care or hygiene products, beauty products, and other household products like toiletries, baby products, and pet products; Jewelry includes new fine jewelry and watches; it excludes costume jewelry; Kidswear includes all clothing for children and infants; Large appliances includes refrigerators, ranges, dishwashers, vacuum cleaners, air conditioners, etc.; parts and accessories are included. It excludes small appliances, such as coffee makers, blenders, and food processors; Menswear includes all clothing for men, such as furs, swimwear, and uniforms. Boys' clothing is excluded; The �other� product category includes home improvement and tools, garden equipment, building materials, auto fuel, and other items such as flowers, cards, photos, luggage, and cigarettes; Other cosmetics and beauty includes products such as salon styling tools, shaving products, deodorants, and nailcare; Pet product includes pet food and supplies; it excludes pet medicine; Skincare includes products designed for care and protection of the skin; it excludes over-the-counter pharmaceutical skin treatment products; Sporting goods includes team sporting equipment, guns, ammunition, camping gear, home fitness equipment, bicycles, e-bikes, scooters, and specialty sports apparel and footwear (e.g., fencing jackets, bowling shoes, cleats); it excludes generic athletic apparel, other athletic footwear, uniforms, and large motorized recreational vehicles (e.g., all-terrain vehicles, golf carts); Toy & hobby includes sporting goods, toys, musical instruments and other hobbies; Womenswear includes all clothing for women, such as bridal gowns, furs, hosiery, lingerie, swimwear, and uniforms. Girls' clothing is excluded.

Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.

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