A world without Amazon? An idea that seems hardly imaginable for most of us, although it's just been a little over 20 years since the company went online in 1995. The all-round tech giant shows impressive business numbers across the board, which have made it the world's largest online retailer. You want to find out more about the biggest player on the e-Commerce stage? Quick Facts • In 2016, Amazon.com generated US$ 53.5 billion in net sales • Net sales in 2017 are forecast to grow by 9.5%, reaching US$ 58.5 billion • Electronics & media is the biggest product category and is responsible for 51.3% of the overall net sales • Traffic on Amazon.com is still developing positively, with 40% of all visits being direct website visits More information at statista.com

1. STORE ANALYSIS: AMAZON.COM

2. AMAZON.COM
The store amazon.com, operated by
Amazon.com, Inc., is an online store
with nationally-focused sales. Its
eCommerce net sales are generated
mostly in the United States. With
regards to the product range,
amazon.com is an all-round online
store. The online store was launched
in 1995.

3. August 2017
eCommerce net sales in bUS$ generated via amazon.com, 2017 forecast
3 1) Annual eCommerce net sales after the deduction of returns
Source: ecommerceDB.com, Annual Report, Statista Analysis
Amazon.com generated 53.5 bUS$ net sales
in 2016 and will grow up to 58.5 in 2017
Net sales of amazon.com in bUS$ , 2017 forecast
2015
53.5
+16.6%
2017
58.5
2016
+9.5%
45.9

4. August 2017
eCommerce net sales by category, in percent, net sales in mUS$
4 Source: ecommerceDB.com, Annual Report, Statista Analysis
Electronics & media is the most relevant
category with a net sales share of over 50%
Total:
$27,403
Total:
$1,818
Total:
$10,079
Total:
$7,485
Total:
$6,683

5. August 2017
eCommerce net sales by country
5 Source: ecommerceDB.com, Annual Report, Statista Analysis
Over 80% of net sales are generated in
the United States
United
States
80.9%
Canada
1.5% UK
1.2%
Germany
0.3%
Poland
0.3%
Turkey
0.6%
China
1.7%
Australia
1.7%
Japan
0.7%

6. August 2017
Monthly visits in m, traffic sources in %
6 Source: SimilarWeb
Visits to amazon.com still slightly increasing,
over 40% are direct visits

7. August 2017
Shop software and payment methods of amazon.com
7 Source: builtwith.com, amazon.com
Amazon.com uses its own shop software
and offers various payment methods

8. August 2017
Source: similarweb.com
More information on ecommerceDB.com
8

9. August 2017
9 Source: similarweb.com
Your contact
Fabian Ganswindt
Key Account Manager eCommerce
Johannes-Brahms-Platz 1
20355 Hamburg
TEL +49 40 284 841 439
E-Mail fabian.ganswindt@statista.com
Stefanie Eden
Head of Market Intelligence eCommerce
Johannes-Brahms-Platz 1
20355 Hamburg
TEL +49 40 284 841 439
E-Mail stefanie.eden@statista.com
Lukas Rasch
Data Analyst eCommerce
Johannes-Brahms-Platz 1
20355 Hamburg
TEL +49 40 284 841 439
E-Mail lukas.rasch@statista.com
www.ecommerceDB.com

10. APPENDIX
10
Market definitions

11. August 2017
Market definition
Market definition: Furniture & Appliances
Quelle: ecommerceDB.com11
Furniture & Appliances
The e-Commerce market segment “Furniture & Appliances” is comprised of the digital sale of
furniture, kitchens and household goods (e.g. kitchen accessories, bathroom accessories and home
textiles), as well as electronic household appliances (e.g. washing machines, dishwashers and coffee
machines) for the private end user (B2C). Digitally distributed services (see: eServices) and the
purchase or resale of used, defective or repaired goods (re-Commerce and C2C) are not included.
IN-SCOPE:
• Furniture
• Household goods (e.g. kitchen accessories,
bathroom accessories and home textiles)
• Electronic household appliances (e.g.
washing machines, dishwashers and coffee
machines)
• Kitchens
OUT-OF-SCOPE:
• B2B markets (e.g. Alibaba)
• Resale of used goods (reCommerce)
• Sales between private persons (e.g.
Craigslist)

12. August 2017
Market definition
Market definition: Fashion
Quelle: ecommerceDB.com12
Fashion
The e-Commerce market segment “Fashion” includes the online trade of articles of clothing (for men,
women and children), shoes and shoe care products (e.g. cleaning products) as well as accessories
and bags (e.g. hats, scarves, gloves and leather bags, suitcases, purses and briefcases). Dedicated
outdoor and sports clothing, outdoor and sports shoes as well as baby’s clothes are part of other
categories (see: “Toys, Hobby & DIY”). Also, the purchase or resale of used clothing articles is not
included in this market segment.
IN-SCOPE:
• Shoes and shoe care products (e.g. cleaning
products)
• Leather goods (e.g. leather bags, suitcases,
purses and briefcases)
• Clothes
• Accessories (e.g. hats, scarves and gloves),
OUT-OF-SCOPE:
• Outdoor and sports clothing
• Outdoor and sports shoes
• Baby and children’s clothes

13. August 2017
Market definition
Market definition: Toys, Hobby & DIY
Quelle: ecommerceDB.com13
Toys, Hobby & DIY
The e-Commerce market segment “Toys, Hobby & DIY” includes the online trade of toys, babyware
(inclusive of baby food and clothing), sport, outdoor, DIY and garden products (e.g. sports
equipment, outdoor equipment, flowers, plants, tools, DIY products), as well as hobby & stationery
articles (e.g. art/collectors’ items, car parts and adult entertainment products). Digitally distributed
services (see: eServices), digitally distributed goods in B2B markets and the digital purchase or resale
of used, defective or repaired goods (re-Commerce and C2C) are not included.
IN-SCOPE:
• Toys, babyware (inclusive of baby food and
clothing)
• Sport and outdoor products (e.g. sports
equipment, outdoor equipment)
• Garden products (e.g. flowers and plants) tools, DIY
products
• Hobby and stationary (e.g. musical instruments and
office supplies)
• Other articles (e.g. car parts and adult
entertainment products)
OUT-OF-SCOPE:
• B2B markets (e.g. Alibaba)
• Resale of used goods (reCommerce)
• Sales between private persons (e.g. Craigslist)

14. August 2017
Market definition
Market definition: Electronics & Media
Quelle: ecommerceDB.com14
Electronics & Media
The e-Commerce market segment “Electronics & Media” covers the sale via a digital channel of
physical media (e.g. books, DVDs, CDs, Blu-ray discs, computer/console games), consumer
electronics (e.g. TVs, DVD players) and communication devices (e.g. desktop computers, laptops,
smartphones, tablets). Digital Media, as well as the purchase and resale of used, defective or
repaired goods (re-Commerce and C2C) are not included.
IN-SCOPE:
• Physical media (e.g. books, DVDs, CDs, Blu-
ray discs, computer/console games)
• Consumer electronics (e.g. TVs, DVD
players)
• Communication devices (e.g. desktop
computers, laptops, smartphones, tablets)
OUT-OF-SCOPE:
• Digital media (e.g. video-on-demand, music
downloads, eBooks)
• Mobile contracts and tariffs
• Home appliances (e.g. coffee maker,
washing machine)

15. August 2017
Market definition
Market definition: Food & Personal Care
Quelle: ecommerceDB.com15
Food & Personal Care
The e-Commerce market segment “Food & Personal Care” contains the online trade of food and
beverages (excluding baby food), as well as medicine, cosmetics, and pharmaceutical and personal
care products (inclusive of prescription drugs for the private end user (B2C)). The market segment
also includes medical products for private use (e.g. blood pressure monitors, disinfectants,
dressings).
IN-SCOPE:
• Food and beverages
• Cosmetics
• Pharmaceutical products (inclusive of
prescription drugs)
• Medical products for private use (e.g. blood
pressure monitors, disinfectants, dressings)
OUT-OF-SCOPE:
• Baby food
• Professional medical products