The U.S. Economic Impact of Independent Sellers in Amazon’s Store
Commissioned by Amazon
This report assesses the contribution of independent sellers in Amazon’s US store to the US economy, examining who these businesses are, how Amazon supports their operations, and their economic impact across industries, states, and local economies.
Amazon commissioned Oxford Economics to measure the economic impact of independent sellers in its store in the US. The analysis combines confidential Amazon sales data and a survey of independent sellers.
Oxford Economics estimated sellers’ direct contribution alongside activity supported through domestic supply chains and workers’ wage-funded spending. In 2025, independent sellers’ sales in Amazon’s store supported an estimated $183.9 billion contribution to US GDP, with an overall impact 3.2 times as large as the impact generated directly by independent sellers. The GDP contribution was equivalent to roughly one dollar in every $170 of value generated in the US economy that year. This activity extended across every US state, with the largest sectoral contributions concentrated in retail, manufacturing, and wholesale trade.
Independent sellers in Amazon’s store form a diverse, nationwide business community. Most are small or medium-sized businesses, many are relatively newly formed, and they operate in cities, towns, and rural areas across the country. Their business activities remain rooted in local communities, supporting employment, suppliers, tax revenues, and community initiatives.
The experts behind the research
-
Christopher WarnerAssociate Director, Economic Impact
Chris Warner joined Oxford Economics in 2022 as an Associate Director, in the Economic Impact team.
Since joining Oxford Economics, he has been involved in numerous high-profile economic impact studies in a number of sectors, including tech and digital media.
Prior to joining Oxford Economics, Chris worked in the economics department of the British Business Bank, and for economic consulting firm Simetrica-Jacobs, where he specialised in cost-benefit analysis and impact evaluation. He has an MSc in International Economics & Economic Policy from Goethe University Frankfurt.
-
Laurence Wilse-SamsonAssociate Director, Economic Impact
Laurence is an Associate Director in the economic consulting team in New York. He was previously Director of Policy Research and Economics at Bird, the electric scooter company. He has extensive experience performing economic modeling, research and analysis for private and public organizations and has worked doing economic analysis for litigation consulting at companies in the US and UK. He has also lectured at the University of Johannesburg, the University of Cape Town, and NYU. He has a PhD in economics from Columbia University.
-
Fabian Juarez PadillaAssistant Economist, Economic Impact
Fabian joined our Economic Impact team in 2023, bringing over five years of experience in economic research in both Spanish and English. He holds a master’s degree from NYU and has a proven track record of managing large-scale projects in partnership with the World Bank and other international development institutions. At Oxford, Fabian has specialized in survey analysis for economic impact and consumer valuation projects, leveraging his background to deliver insightful and actionable results for our clients.
Get in touch
Learn more about this report or how our team could support you:
