Amazon
The world's largest online retailer and marketplace.
Amazon at a glance
Amazon is an e-commerce website and one of the most visited sites in United States, currently ranked #4 in the country. It was founded in 1994 by Jeff Bezos and is headquartered in Seattle, Washington, United States. Today Amazon is owned by Amazon.com Inc.. Our estimates put its audience at ≈ 2.7 billion visits per month. The business earns money mainly through online retail product sales (first-party and third-party), amazon web services (aws) cloud computing, advertising services (sponsored products, dsp). Its closest rivals include Walmart, eBay, Target, Shopify.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 2.5 billion / month | +2% |
| Q2 | ≈ 2.6 billion / month | +4% |
| Q3 | ≈ 2.7 billion / month | +4% |
| Q4 | ≈ 3.0 billion / month | +11% |
Traffic sources
- Direct50%
App opens, bookmarks, Prime habit
- Organic search25%
Product searches on Google
- Paid search15%
Google Shopping and brand ads
- Referral6%
- Social & other4%
Audience & demographics
- Men49%
- Women51%
- Age 18-2415%
- Age 25-3424%
- Age 35-5438%
- Age 55+23%
Amazon's audience is broad and purchase-intent heavy. Prime members shop more frequently and spend more per visit than non-members.
Geographic reach
- United States38%
- Germany8%
- United Kingdom7%
- Japan6%
- Other41%
SEO profile
- Organic keywords
- Hundreds of millions of product pages
- Estimated organic traffic
- Hundreds of millions of visits / month
- Strongest clusters
- Product names, reviews, categories
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| amazon | 1 | Very high | — |
| amazon prime | 1 | Very high | — |
| kindle | 1 | High | — |
| amazon best sellers | 1 | High | — |
Backlink profile
- Referring domains
- Hundreds of millions
- Link profile
- Affiliates, publishers, product reviews
Top referral sources
- Google Search40%
- Direct / app35%
- Affiliates15%
- Paid ads10%
Technology stack
Website technologies
Advertising & analytics technologies
Amazon's technology stack powers one of the world's largest product catalogues, recommendation systems and logistics networks.
Mobile app statistics
- Mobile share of visits
- ≈ 55%
- App-driven repeat purchases
- Very high among Prime members
Company information
- Website
- amazon.com
- Sector
- E-commerce
- Owner
- Amazon.com Inc.
- Owner type
- Public company
- Founders
- Jeff Bezos
- Founded
- 1994
- Headquarters
- Seattle, Washington, United States
- Employees
- 1,500,000+
- Ownership
- Publicly traded (NASDAQ: AMZN); Jeff Bezos remains a significant individual shareholder
- Valuation
- Market cap approximately USD 1.8 trillion
- Revenue
- Approximately USD 600 billion annually across retail, cloud and services
- Languages
- 20+ marketplaces and many languages
- Top traffic sources
- Direct, organic search, paid search, Amazon app
Ownership, investors & funding history
Financials
- Revenue trend
- Steady growth; AWS and ads fastest-growing segments
- Profitability
- AWS provides majority of operating income
- Cost base
- Logistics, technology, content and marketing
Business model & revenue
Amazon operates as both a first-party retailer and a third-party marketplace, while AWS provides the majority of operating profit. Prime subscriptions lock in recurring customer loyalty.
- Online retail product sales (first-party and third-party)
- Amazon Web Services (AWS) cloud computing
- Advertising services (Sponsored Products, DSP)
- Prime membership subscriptions
- Fulfillment and logistics fees
- Digital content (Kindle, Prime Video, Music)
Products & services
Third-party seller platform alongside first-party retail.
Membership with free shipping, video, music and more.
Cloud computing and AI services for businesses.
E-readers and digital bookstore.
Voice assistant and Echo smart speakers.
Subscription video streaming service.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Active sellers
- 2 million+
- Fulfilment by Amazon
- Used by majority of top sellers
- Advertising participation
- Millions of sellers advertise
Employee statistics
Customer statistics
Main competitors
Overview
Amazon began as an online bookstore in 1994 and became the world's largest e-commerce marketplace. It also leads cloud computing through AWS and operates a powerful advertising and subscription business.
Traffic Statistics
Amazon attracts roughly 2.7 billion monthly visits globally, with about 310 million monthly unique visitors in the United States. Q4 traffic spikes during holiday shopping.
Traffic Sources
Direct traffic and app opens lead, followed by organic product searches on Google, paid shopping ads and affiliate referrals.
Audience & Demographics
Amazon's audience is broad and purchase-oriented. Prime members are the most valuable segment, shopping more often and spending more per visit.
Geographic Reach
The United States is the largest market, followed by Germany, the United Kingdom, Japan and other international marketplaces.
SEO Profile
Amazon ranks for hundreds of millions of product-related keywords. Its product pages, reviews and category pages dominate commercial search results.
Technology Stack
Amazon runs on custom retail platforms, AWS infrastructure, a world-class recommendation engine, robotics-enabled fulfilment centres and native apps.
Social Media Statistics
Amazon maintains corporate social accounts with millions of followers, though its social presence is smaller than its commerce scale.
Mobile App Statistics
The Amazon shopping app has 500 million+ Google Play downloads and strong iOS ratings. Mobile accounts for about 55% of visits.
Company Information
Amazon.com Inc. is headquartered in Seattle, Washington. It was founded by Jeff Bezos and is publicly traded on NASDAQ.
Ownership & Investors
Amazon is a public company. Jeff Bezos remains a significant individual shareholder.
Financials
Amazon generates approximately USD 600 billion in annual revenue. AWS and advertising are the fastest-growing and highest-margin segments.
Business Model
Amazon is both a first-party retailer and a third-party marketplace. It monetises transactions, logistics, advertising, cloud services and subscriptions.
Products & Services
Key products include Marketplace, Prime, AWS, Kindle, Alexa, Prime Video, Amazon Music and Whole Foods.
Competitors
Competitors include Walmart, eBay, Target, Shopify, Alibaba, Temu and Shein.
Company History & Milestones
From online bookstore in 1994 to IPO in 1997, Prime in 2005, AWS in 2006, Kindle in 2007, Alexa/Echo in 2014 and Whole Foods in 2017.
Latest News
Amazon is expanding same-day delivery and AWS AI infrastructure.
User Reviews & Ratings
Customers praise selection and speed; sellers and workers raise concerns about fees, counterfeits and working conditions.
Pros & Cons
Pros: huge selection, fast delivery, trusted reviews, Prime ecosystem. Cons: variable seller quality, counterfeit/review issues, seller fees, worker concerns.
Key Statistics
~2.7 billion monthly visits, ~310 million U.S. monthly uniques, 200 million+ Prime members, 2 million+ sellers.
Frequently Asked Questions
Who owns Amazon? Public company; Jeff Bezos major shareholder. What is Prime? Paid membership with shipping and entertainment benefits. How many sellers? 2 million+.
Data Sources
Amazon filings, AWS reports, Statcounter and Similarweb estimates.
Last Updated
2026-09-10
Related Websites
Walmart, eBay, Target, Shopify and Alibaba.
Website Rankings
#4 in the United States and top 15 worldwide.
Revenue & Funding History
1997 IPO; growth funded organically by retail cash flow and later by AWS profits.
Employee Statistics
Amazon employs more than 1.5 million people worldwide, including logistics and corporate roles.
Customer Statistics
200 million+ Prime members globally and hundreds of millions of active customer accounts.
Backlink Profile
Hundreds of millions of referring domains from affiliates, publishers and product reviews.
Top Organic Keywords
"amazon", "amazon prime", "kindle", "amazon best sellers" and millions of product-specific terms.
Top Referral Sources
Google Search, direct/app, affiliates and paid ads.
Website Technologies
Custom retail platform, AWS, recommendation engine, robotics fulfilment, native apps.
Advertising & Analytics Technologies
Amazon Advertising, Amazon DSP, Amazon Attribution, Amazon Marketing Cloud.
API & Developer Information
Amazon Selling Partner API, MWS, AWS APIs, Product Advertising API and Alexa Skills Kit.
International Seller Opportunities
Amazon's 20+ marketplaces and FBA programme let sellers reach customers across North America, Europe and Asia-Pacific.
Company history & milestones
- 1994
Jeff Bezos founded Amazon as an online bookstore
- 1997
IPO on NASDAQ
- 2005
Launches Amazon Prime
- 2006
Launches Amazon Web Services
- 2007
Releases first Kindle e-reader
- 2014
Introduces Alexa and Echo
- 2017
Acquires Whole Foods Market
- 2024
Continues AI and logistics expansion
Latest news
- Amazon expands same-day delivery networkAmazon Newsroom · 2026
- AWS launches new AI infrastructure servicesAWS Blog · 2026
Pros & cons
Pros
- Vast product selection and fast delivery
- Trusted reviews and easy returns
- Prime ecosystem locks in loyalty
- AWS and advertising diversify revenue
Cons
- Third-party seller quality can vary
- Counterfeit and review manipulation issues
- Worker treatment and warehouse conditions criticised
- Marketplace fees rising for sellers
Key statistics
Frequently asked questions
Who owns Amazon?
Amazon.com Inc. is a public company; Jeff Bezos is a major shareholder.
What is Amazon Prime?
A paid membership with free shipping, Prime Video, Music and other benefits.
How many sellers are on Amazon?
More than 2 million active third-party sellers.
Popular searches
Data sources & confidence
- Amazon public filingsAmazon Investor Relations
- AWS reportsAWS
- StatcounterStatcounter
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and public financials; traffic estimates are third-party approximations.
- Last updated
- 2026-09-10
Social media profiles & statistics