Amazon Marketplace Data

In early 2019, for the first time, Amazon revealed its GMV (Gross Merchandise Volume) and how many product sales the retailer makes through its proprietary first party (1P) business and third party (3P) marketplace business. The company has also revealed the exact split between 1P and 3P.

1. Amazon 1P vs 3P 1999-2018 in %

’The percentages represent the share of physical gross merchandise sales sold on Amazon by independent third-party sellers – mostly small- and medium-sized businesses – as opposed to Amazon retail’s own first party sales.

The marketplaces in total generated US$160bn in 2018. Third-party sales have grown from 3% of the total to 58%. The 1P business accounted for 42% of GMV in 2018.

2. Amazon’s International marketplaces

Given that the US marketplace accounts for half the total (or US$80bn) and Germany for slightly more than US$20bn, it is possible to work out the splits for the other markets too.

Table: 3P sales in US$bn rounded

3. Amazon’s 1P gross physical merchandise sales

After subtracting prime subscription fees, FBA service fees and commissions, advertising sales etc from the reported national figures, we have arrived at the following:

Table: 1P sales in US$bn rounded

4. Percentage splits per Amazon geography in 2018

This also allows us to report the % splits for the markets in 2018.

Table: % splits for 2018 per Amazon geography

In every market the 3P marketplace takes a higher share of physical products GMV than Amazon 1P. In the other category the 3P share is much higher as some country websites have launched as 3P only.

5. Amazon’s GMV per geography

When adding some of our customer and bestseller pricing data to the above, it becomes clear how big UK shoppers’ online adoption and penetration has become. In 2018 Amazon’s UK shoppers ordered roughly three times per month from both Amazon 1P and 3P (and this is before adding in digital goods). The high number of orders at 1.3bn also shows why Amazon chose the UK to launch many of its logistics innovations and why the company is committed to the market despite current political uncertainties.

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