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E-commerce

Leader: Amazon — 40.5% S1 · 53.3% CR3

S1
40.5%
leader
CR3
53.3%
top 3 combined
HHI
1,738
Moderately concentrated
MARKET SIZE
$1200B
US

How this is calculated

FORMULA
S1 = Amazon us retail e-commerce gmv / total us retail e-commerce gmv = 40.5%
CR3 = Amazon + Walmart + Apple = 53.3%
HHI = Σ(share²) = 1,738 (Moderately concentrated (HHI 1,500–2,500))
DENOMINATOR
US Retail E-commerce GMV — $1200B (US)
Total US retail e-commerce gross merchandise volume (physical goods + digital, excluding services).
Size from: eMarketer + Census Bureau Quarterly E-commerce Report
TOP 3 PLAYERS
#1Amazon40.5%
#2Walmart9.2%
#3Apple3.6%
METHODOLOGY NOTE
Amazon's share of US retail e-commerce GMV per eMarketer. Refreshed May 2026 to eMarketer 2026 — Amazon 40.5%, Walmart 6.4%, Apple 3.6%. Amazon + Walmart now combined cross 50% for the first time. Validated against the Census Bureau quarterly e-commerce report and Amazon's 1P + 3P GMV disclosures. Largest single market in the dataset. [Refreshed Aug 2026: Walmart jumps to ~9.2% (US online ~$150B FY2026, +20%); Amazon ~40.5% steady; Apple ~3.6% #3. Source: eMarketer May 2026: Amazon+Walmart 51.0% of US retail ecommerce in 2026, first time above 50%]
SOURCES
Year: 2026
Geo: US
Firms: 12

Historical S1 / CR3 trajectory

2000S1: 5%CR3: 15%Amazon books + early retail
2010S1: 15%CR3: 24%Marketplace + Prime
2015S1: 26%CR3: 38%Amazon dominance
2020S1: 33%CR3: 45%COVID surge
2025S1: 37.6%CR3: 47.6%Walmart gains on 2nd

Labor economics

REV / EMPLOYEE (leader)
$0.4M
industry avg $0.3M
SG&A % (leader)
8%
of revenue

Amazon FY2025 SG&A 8.1% (excludes $96B+ fulfillment, classified as cost of revenue); rev/emp lower than peers due to fulfillment headcount

See full Labor & AI analysis →

Related markets

Search Engines
Google
86.6%
CR3 97.9%
Social Media
Meta (FB+IG)
42.0%
CR3 75.0%
Digital Advertising
Meta
21.3%
CR3 59.6%
Web Browser
Chrome
69.5%
CR3 90.0%
Mobile OS
Android
69.1%
CR3 99.9%

Source Quality Hierarchy

Every market has a primary source plus 1–3 validation sources. Revenue numerators come from SEC 10-K filings; denominators validated against the Economic Census where available.

TIER 1Authoritative anchorsGovernment data + SEC filings
US Economic Census (data.census.gov) · SEC EDGAR / Company 10-Ks · BEA Industry Value-Added (FRED) · BLS QCEW · USGS Mineral Commodity Summaries · EIA Refinery Capacity Report · FDA device listings
TIER 2Leading commercial trackersIndustry-standard paid trackers
IDC Semiannual Software Tracker · Gartner Market Share & Magic Quadrant · IBISWorld NAICS reports · StatCounter Global Stats · eMarketer / Insider Intelligence · Synergy Research Group
TIER 3Category specialistsBest-in-class niche authorities
SIPRI (aerospace & defense) · IQVIA (pharma) · TrendForce (semiconductors) · CIMdata (CAD/PLM) · Nilson Report (payments) · Am Law 100 (legal) · ENR Top 500 (A&E) · AM Best (insurance) · SIA (staffing) · Ad Age (agencies) · Barron's / Cerulli (wealth) · Evaluate MedTech · Nielsen Gauge (streaming) · Gridwise (ride-hail) · Bloomberg Second Measure (delivery) · RC Top 100 (roofing) · SDM Top 100 (fire/safety) · Big 4 annual reports · ALM Intelligence (consulting)

Data vintage: Q2 2025 research compilation. Labels updated 2026-Q2. Tier 1 sources refreshed from FY2025 SEC filings where available. For full methodology see the Methodology page.