Small Businesses

We invest in the success of entrepreneurs, artisans, and small businesses selling in our Amazon Store. When they thrive, our customers benefit from the products and services they offer. That’s part of the reason we have invested more than $30 billion—between 2019 and 2020—in logistics, tools, services, programs, and people to foster the growth of our sellers.
Three males and a female stand in front of a wall of wood. One of the men has a dog perched on his shoulders. These four individuals are siblings who run a small business named Pereida-Rice Woodworking, which sells on Amazon.

Small and medium businesses (SMBs) selling in Amazon’s Store come from every state in the U.S., and more than 130 countries around the world.

Since 2000, Amazon has made its virtual shelf space available so small and medium SMBs can reach hundreds of millions of customers, build their brands, and grow their business. Amazon’s investments support logistics, tools, services, programs, and people to foster the growth of our SMB sellers. The result continues to pay off for sellers and customers. SMB products account for more than 50% of all units sold in our online stores, and their sales continue to outpace our first-party sales. More than ever, we admire our small business partners’ entrepreneurial spirit and drive to innovate, and Amazon will continue to do everything we can to support them.
  • While no one has a perfect playbook for how to respond to COVID-19, our commitment to supporting small and medium businesses that sell in Amazon’s stores has never been more steadfast. Our SMB Impact Report demonstrates the success of those businesses.
  • Amazon’s new Black Business Accelerator provides access to capital, business guidance, mentorship, and marketing support to help Black business owners succeed as sellers in Amazon’s store.
  • Our first-ever report gives a comprehensive look at how we ensure customers shop from authentic products in our store, including how we protect brands and the millions of small and medium-sized businesses that offer authentic products for sale in our store.
A woman smiles as she holds a pair of earrings towards the camera.

Supporting small businesses with tools, insights, and data

Amazon has invested tens of billions in infrastructure and built hundreds of tools to help independent sellers succeed in our store—including data analytics that help independent sellers to better understand and reach customers.
Two women sitting on a couch reach toward a table full of old photos.

With her small business, she's making up for lost years with her mother

48% of the businesses selling in the store are women owned. Sandra Manay's growing company now provides full-time jobs for three family members, as well as employees and artisans on two continents.
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