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Founders of 3 Farm Daughters standing in a Farm, holding a box of pasta.
More than 60% of sales in Amazon’s store come from independent sellers like this North Dakota brand, which tapped into Amazon’s small-business tools to sell online and in retailers like Whole Foods Market.
a collage of products from small businesses that sell on amazon, including the brands golde, musee, blue henry, and bubbleblooms
Want to support small, local businesses? Amazon is home to many unique products from small business brands around the U.S.
Amazon CEO Andy Jassy on stage with Dharmesh Mehta, VP of Worldwide Selling Partner Services, during a fireside chat at Amazon Accelerate 2025.
At the annual Accelerate seller conference, Jassy said the decision to welcome independent sellers reinvented Amazon’s business and the customer experience.
Amazon Seller Central dashboard displaying account health and performance metrics
Powered by Amazon Bedrock, Seller Assistant evolves into an always-on, agentic AI-powered partner that helps sellers launch, manage, and grow their business.
A man holding a pair of candles. There are hanging beeswax candles hanging behind him.
Independent sellers—who make up more than 60% of sales in Amazon’s store—have reached historic milestone, generating $2.5 trillion in sales.
Amazon's logistics network showcasing air, ground, and warehouse operations
Amazon launches new AI customs tools and expands its fulfillment offerings for Walmart, Shopify, and SHEIN, helping sellers simplify their supply chain and better serve customers across their channels
Amazon Seller Central interface showcasing AI-powered product detail enhancement
Leveraging Gen AI learnings, Amazon is empowering sellers with new Enhance My Listing tool to make listing optimization effortless and effective.
Collage of three women representing small business success stories
Meet some of the women who are finding success growing their small businesses in Amazon’s store.
Packages sitting in front of a door
Across the globe, we continue to find ways to reduce our packaging, while making the materials we use easier to recycle. Here’s a look at our progress so far.
Three professionals gathered around laptop in bright space
Sellers can choose powerful add-on services from Amazon that drive their growth at a great price, enabling many sellers to make more money in Amazon’s store than in other sales channels.
Mules ride behind front rider as they go down a trail in the Grand Canyon.
Learn about some of the most unique and remote locations around the globe where Amazon delivers to customers—and the incredible people and partners powering those deliveries.
Woman in purple cardigan and yellow shirt poses in front of colorful mural
AWS AI scientist Nashlie Sephus reveals how free AI tools can boost businesses, from making product recs to advising on when to fly a hot air balloon.
Ashley and Ahmed El Shourbagy, co-founders, Lucy & Co. standing in front of dog accessories. A dog is sitting between them.

Empowering small businesses

Small and medium-sized businesses selling in Amazon's store are in all 50 states in the U.S. and more than 130 countries around the world.