Amazon’s US ecommerce sales will grow by 15.3% this year to $367.19 billion after a meteoric 44.1% rise in sales during 2020.
Ecommerce sales at many of Amazon’s competitors—including Walmart and Target—are growing faster, but Amazon’s sales are still growing faster than the overall market. Its share of US ecommerce sales will increase from 39.8% in 2020 to 40.4% in 2021, and at a gain of 0.6 percentage points, this growth will be larger than that of any other company this year.
There are two verticals where Amazon receives the majority of US ecommerce sales: books/music/video (83.2% of all US ecommerce sales in 2021) and computer/consumer electronics (50.2%).
The ecommerce giant will receive more than 45% of US ecommerce sales dollars this year in three additional categories: “other” (48.2%), toys/hobby (46.0%), and office equipment/supplies (45.6%).
Another way of looking at it: Amazon will receive more than one-quarter of US ecommerce sales dollars for every category other than auto/parts.
Amazon generates its largest portion of sales from computer/consumer electronics, which will make up more than one-quarter (26.6%) of its total US sales this year. Apparel/accessories is Amazon’s second-largest sales generator in the US, making up 16% of its total US ecommerce sales in 2021.
This year, Amazon’s fastest-growing segment will be food/beverage (24.7%) as digital grocery continues to propel growth in a relatively low-base category. (Food/beverage will make up just 3.7% of Amazon’s US ecommerce sales in 2021.) Apparel/accessories, already Amazon’s second-largest sales category, will also be its second-fastest-growing category, at 21.4% in 2021.
(Note: We did not forecast Amazon’s sales by category for 2021 before the pandemic.)