Amazon Conversion Rate & Transaction KPIs

Amazon converts visits at a 3.1% conversion rate in 2025, generating 14,727,238,222 orders from 754,132,693 buyers at a 19.5 purchase frequency.

Conversion Rate

2025
3.1%

Number of Orders

2025
14,727,238,222

Number of Buyers

2025
754,132,693

Purchase Frequency

2025
19.5

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Amazon Average Order Value

  • Amazon's gross average order value (AOV) is US$63.96 in 2025.
  • Discounts of US$7.21 and returns of US$4.31 took Amazon's net AOV to US$52.45 in 2025.
  • After US$5.09 VAT, Amazon's final AOV was US$57.54 in 2025.

Average Order Value Calculation in 2025

US$63.96
US$7.21
US$4.31
US$52.45
US$5.09
US$57.54

Net AOV (before deductions)

Discounts

Returns

Net AOV (after deductions)

VAT

Gross AOV (after deductions)

Amazon Monthly Number of Orders

  • Amazon recorded 1,275,434,265 orders in 07/26.
  • Across 2025, Amazon recorded 14,727,238,222 orders in total.

Number of Orders

07/26
1,275,434,265

Monthly Number of Orders (in Thousands)

08/25
09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
1,275,434
07/26

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Amazon Monthly Number of Buyers

  • Amazon had 330,076,938 buyers in 07/26.
  • Across 2025, 754,132,693 buyers shopped at Amazon.

Number of Buyers

07/26
330,076,938

Monthly Number of Buyers (in Thousands)

08/25
09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
330,077
07/26

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Amazon Monthly Purchase Frequency

  • Amazon shoppers ordered about 3.9 times in 07/26.
  • Across 2025, each Amazon buyer placed 19.5 orders in total.

Purchase Frequency

07/26
3.9

Monthly Purchase Frequency

08/25
09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
3.9
07/26

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Amazon Monthly Gross AOV After Deductions

  • Amazon's monthly gross AOV was US$59.18 in 07/26.
  • For 2025, Amazon's gross AOV before deductions was US$63.96.

Gross AOV

07/26
US$59.18

Monthly Gross AOV After Deductions (in US$)

08/25
09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
US$59.18
07/26

Track Monthly Momentum

Track Amazon's full monthly history to spot momentum and seasonality.

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See Every KPI Over Time in Profiles

Full history for conversion, AOV and order economics.

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Screenshot of the retailer profile in Profiles

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