Small Business Empowerment Report
The success stories in this report show how independent sellers build their brands, increase sales, leverage powerful tools to drive their businesses, and make a meaningful impact in communities across the US.
Since 2000, Amazon and independent sellers have been transforming retail together, building a partnership that delivers exceptional selection, competitive prices, and fast delivery to customers while creating thriving businesses that generate millions of jobs across the country. Hundreds of millions of customers discover and purchase from independent sellers in Amazon’s global store. Small businesses leverage innovative capabilities once available only to the largest brands—many at no additional cost. It’s a privilege to be part of their journey, and we’re proud that today, more than 60% of sales in Amazon’s store come from independent sellers, most of which are small and medium-sized businesses. As they grow both in and beyond Amazon’s store, we provide tools and capabilities that scale with them, supporting their success wherever they choose to sell.
The success of US small businesses translates directly into economic opportunity across America, from small towns to major cities in all 50 states, Washington, DC, and Puerto Rico. In 2025, independent sellers employed over 2 million people in the US to support their Amazon-related businesses. In addition, more than 75,000 independent sellers surpassed $1 million in sales, demonstrating remarkable growth and resilience. Independent sellers thrived in 2025, and their success reflects the unique ingenuity and determination that have always defined American small businesses. Mark Aramli, CEO and founder of the sleep technology company BedJet, is among the many sellers who exemplify this ripple effect. His company’s growth enabled the Aramli Foundation to contribute more than $2.6 million to local charities in Newport, Rhode Island, since 2020, turning business success into lasting community support.
For decades, Amazon has invested in innovation on behalf of small businesses. We’ve used advanced machine learning to continually improve the seller experience—from streamlining operations and optimizing fulfillment to surfacing products customers love. Recently, we’ve helped pioneer a new frontier with agentic AI capabilities. Unlike earlier machine learning that recognized patterns and made predictions, agentic AI systems can reason, plan, and, with permission, take actions on behalf of sellers. Amazon’s AI capabilities surface personalized insights and recommendations, helping sellers accelerate their growth and manage their businesses more efficiently. The impact is tangible: sellers save time and money every day, enabling them to reinvest in what drives their businesses forward—creating new products, expanding their teams, and strengthening connections to local communities.
We are humbled and proud to partner with independent sellers as we continue to write the next chapter of the greatest story in the history of the retail industry—reimagining what’s possible when entrepreneurship meets innovation. We are inspired by them, we learn from them, and we celebrate them. The success stories in this report show how sellers build their brands, increase sales, leverage powerful tools to drive their businesses, and make a meaningful impact in their local communities. The future of small business has never held more promise, and as we like to say, it’s still Day 1—and we’re just getting started.
Thank you,
Worldwide Selling Partner Experiences, Amazon
At a glance
over 2 million people in the US
to support their Amazon-related businesses.
surpassed $1 million in sales in 2025.
in the US averaged
more than $375,000 in annual sales
in Amazon’s store in 2025.
grew their sales by more than 10X in 2025.
more than 230,000 monthly users.
over 90% of the time .
$1 billion in financing .
Accelerator has helped
more than 33,000 brands obtain new trademark protection ,
supporting business owners from 35 countries and in 18 languages,
through a network of trusted IP law firms.through a network of trusted IP law firms.
exported more than 580 million items globally in 2025 .
35 topic areas and 21 languages .
all 50 states, Washington, DC, and Puerto Rico .
had the most new independent sellers in 2025.
Wisconsin, New York, Texas, Michigan, and Iowa .
Heavy-duty, built right here in America, selling to the world
AI seller tools multiply time by 20 for GEN-Y Hitch, transforming small-town manufacturer into global brand.
Supporting small businesses through every stage of growth
Every great business begins with a problem that demands solving—and an entrepreneur who sees an opportunity and decides to do something about it. Armed with conviction and a dream, they take that first step, often from their garage or kitchen table, transforming their sketches into products and vision into reality. And in today’s fast-moving world, where customers expect to be able to shop wherever they are with real-time delivery, the complexity of getting started can feel overwhelming.
Building on more than 25 years of partnership with entrepreneurs, Amazon provides infrastructure, insights, AI-powered tools, services, and support to help start and build thriving businesses—supporting sellers wherever they choose to sell. Together, these resources level the playing field and support small businesses from idea to first sale and on to global scale.
Saving time and money through innovation
Time and money are precious resources for any business owner—every hour spent on day-to-day tasks is time away from innovation, and every dollar spent on overhead is a dollar that isn’t fueling growth. Amazon’s newest AI-powered tools help independent sellers automate tasks that would otherwise require specialized knowledge, significant time, or substantial capital, allowing them to stay focused on what truly matters: serving customers, developing products, and growing their businesses. Through their partnership with Amazon, small business owners leverage best-in-class capabilities and economies of scale that would be challenging to achieve on their own.
From success to impact: how independent sellers enrich our communities
When independent sellers succeed, the impact extends far beyond their businesses. In 2025, independent sellers employed over 2 million people in the US to support their Amazon-related businesses. Sellers invest in their teams through training programs, competitive wages, and career advancement opportunities—creating pathways for employees to develop new skills and build long-term careers as their businesses grow. In addition to creating valuable jobs, independent sellers lease warehouse space, open physical storefronts, and support the organizations that strengthen their neighborhoods.
The impact is particularly meaningful in rural and small-town America, where the success of a small business can transform a community. When sellers can reach customers everywhere without leaving home, jobs remain in their communities, wages are spent nearby, and facilities are built where people already live.
