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Amazon Retail Ecommerce Sales Share, by Product Category: % of Total Retail Sales
Ad Revenue
Onsite Retail Media
Onsite Retail Media, by Format
Offsite Retail Media
OTT
by Device
Retail Ecommerce
by Product Category
Households
Prime Day
Users
Source: EMARKETER Forecast, October 2026 - October 2026
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 and accessories includes clothing, footwear, and apparel accessories. Apparel accessories include backpacks, belts and buckles, fashion jewelry, fine jewelry, handbags, hats and hair accessories, kids and baby accessories, luggages and travel accessories, non-prescription eyewear, scarves and wraps, ties & formal accessories, wallets and small leather goods, watches, and winter accessories. Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools. Computer and consumer electronics includes large appliances. Computers include desk-based PCs, notebook PCs, ultramobile premiums (e.g., Microsoft Surface), and Chromebooks; it excludes iPads. Software, accessories, and attachments are included. Consumer electronics includes home theaters, audio equipment, headphones, smart home devices, wearables, tablets, mobile phones, video gaming consoles and handheld video gaming devices. Large appliances include 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. Food and beverage includes packaged and shelf-stable foods, fresh foods, and beverages. Alcohol off-premises includes alcoholic beverages (e.g., beer, wine, spirits) purchased at retail stores (e.g., supermarkets, liquor stores, convenience stores, general merchandise stores) for off-premises consumption; it excludes alcohol purchases made on-premises (i.e., at restaurants, bars, etc.) and non-alcoholic beverage purchases. Furniture and home furnishings includes furniture, housewares, and small appliances; it excludes home improvement and tools. Household and personal consumables include 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. 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. Fragrance includes personal fragrance but excludes home fragrance and car fragrance. 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). Pet products include pet food and supplies; it excludes pet medicine. Toys & hobby include sporting goods, toys, musical instruments and other hobbies. The “other” product category includes automotive fuel and other items such as flowers, cards, photos, and cigarettes
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.