Amazon US Ecommerce Sales by Product Category 2023

The Ecommerce Giant Struggles to Gain Market Share

Executive Summary

Over the next two years, Amazon will see strong sales growth in two categories: health and personal care and food and beverage. But these gains won’t be enough to increase the company’s share of the overall US ecommerce market beyond 38%.

Key Question: In which categories will Amazon increase its share of ecommerce sales in the US over the next two years?

KEY STAT: Amazon’s share of total ecommerce sales will increase slightly in five categories in 2024, the largest gain being in health and personal care.

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Table of Contents

  1. Executive Summary
  2. Overview: Amazon has not increased its share of US ecommerce sales since the start of the pandemic.
  3. Category Breakdown: Essential goods are playing a larger role.
  1. Category Growth: The rise of digital grocery continues to push double-digit growth in two categories.
  2. Over the next two years, Amazon will increase its share of ecommerce sales in five categories.
  3. Amazon is losing share in two crucial categories.
  1. How will Amazon’s outlook affect the rest of ecommerce?
  2. Media Gallery

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Blake Droesch


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Brian Lau
Forecasting Analyst
Andrew Lipsman
Principal Analyst, Retail & Ecommerce

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