More than 1.9 million small and medium-sized businesses sell in Amazon's store and make up close to 60% of its retail sales.

Judge as of 2021-04-15. The claim has two parts: more than 1.9 million small and medium-sized businesses sell in Amazon's store, and they account for close to 60% of its retail sales. True: Amazon's 2020 shareholder letter or its official SMB report shows more than 1.9 million SMB sellers and a share of physical retail sales (or retail/store sales) of roughly 55–60% or more. Mostly true: one figure is slightly off, for example about 1.8–1.9 million sellers, or a share a few points below 55%. Mixed: one of the two figures is substantially wrong while the other holds. Mostly false: both figures are materially overstated but rest on real Amazon data. False: the figures are clearly wrong, for example far fewer sellers or a share well below half.

Set before the research began.

1. E1 Amazon's commitment to America's communities and economic recovery Amazon (aboutamazon.com) · 3 February 2021 Own record

   “we are supporting the rapid growth of more than 1.7 million small and medium-sized businesses (SMBs) around the world that are selling their products in our store. SMBs now makeup close to 60% of the sales in our store”

2. E2 Zero to 60: The acceleration of independent sellers in our store Amazon (aboutamazon.com) · 17 June 2020 Own record

   “Today, these independent sellers account for almost 60% of the value of all physical products sold in our store, and their sales have grown twice as fast as our own retail sales since we invited them into our flagship store.”

3. E3 Small business success in challenging times: 2020 Amazon SMB Impact Report Amazon · 2020 Own record

   “Their products continue to account for more than 50% of all units sold in our online stores, and their sales continue to outpace our first-party sales.”

4. E4 Amazon Publishes Comprehensive Brand Protection Report Demonstrating Progress Toward Driving Counterfeits to Zero Business Wire (press release issued by Amazon) · 10 May 2021 Own record

   “Amazon was an important partner for the 1.9 million small and medium businesses that sell in our store during the pandemic.”

5. E5 Amazon,com, Inc.; Rule 14a-8 no-action letter U.S. Securities and Exchange Commission (letter filed by Amazon's counsel, Gibson Dunn & Crutcher LLP) · 13 March 2020 Own record

   “In 2018, 58% of physical gross merchandise sales sold through the Company’s stores represented sales by independent third-party sellers.”

All the evidence comes from Amazon's own official records. On sales share, Amazon's February 2021 announcement says small and medium-sized businesses made up "close to 60% of the sales in our store" (E1). Its June 2020 post puts independent sellers at almost 60% of the value of physical products sold (E2), and a 2020 SEC filing gives 58% of physical gross merchandise sales by independent third-party sellers for 2018 (E5); these measure third-party sellers rather than small and medium-sized businesses specifically, but are consistent with the second part of the claim. On seller count, Amazon's May 2021 release refers to "the 1.9 million" small and medium businesses (E4), and E1 gave "more than 1.7 million" in February 2021. That supports about 1.9 million sellers, but no item clearly shows more than 1.9 million, so the claim is mostly true rather than fully confirmed.