Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Amazon Forecasts

eMarketer’s Latest Estimates for Amazon Marketplace, Product Categories, Prime Users

Amazon’s leadership of the US retail ecommerce market continues, with above-average growth rates and increased penetration across product categories. Alongside eMarketer’s newly released report on Amazon Prime Day 2018, we have also recently published several US Amazon-related forecasts covering the following: retail ecommerce sales, direct vs. marketplace sales, retail ecommerce sales by product category, Amazon Prime users and households, and Amazon smart speaker users.

Highlights from the detailed forecasts include:

  • Total US Amazon retail ecommerce sales (gross merchandise value) are expected to hit $258.22 billion in 2018, an increase of 29% from the previous year—far exceeding total US retail ecommerce’s growth of 16%. Amazon continues to set the pace for US retail ecommerce and will account for more than 80% of the overall market’s expected growth this year.
  • Amazon marketplace sales will make up 68% of the company’s retail ecommerce sales in 2018, and that figure will surpass 70% by 2019. Third-party sellers continue to gain importance on the platform, with marketplace sales expected to grow 35.6% in 2018, about twice the rate of Amazon direct sales (17.5%).
  • Amazon boasts double-digit US retail ecommerce market share across every product category, ranging from 16% in auto and parts to 80% in books/music/video. The fastest-growing categories for Amazon in 2018 will be food and beverage (up 40.1%), apparel and accessories (38.2%), and health, personal care and beauty (37.8%).
  • Amazon Prime is projected to reach 58.7 million households and 109.5 million users in the US in 2018, representing increases of 12.5% from the prior year. By the end of 2019, more than half of US internet users will be Prime users.