The best way to understand Amazon is through numbers. In 2018 Amazon generated an estimated $258.22 billion in US retail e-commerce sales, marking а 30% increase compared to 2017.
To put Amazon’s size in perspective – the online shopping juggernaut captures 49.1% of the online retail market and 5% of the whole (online and offline) US retail market. The Amazon marketplace alone accounts for $175 billion, and 50% of the total sales on Amazon’s US marketplace come from third-party sellers. So, yes, the cake is big enough and it's increasingly getting bigger every year.
But, what about the size of your slice?