Amazon Conversion Rate & Transaction KPIs

Amazon converts visits at a 3.1% conversion rate in 2025, generating 13,673,653,653 orders from 727,781,775 buyers at a 18.8 purchase frequency.

Conversion Rate

2025
3.1%

Number of Orders

2025
13,673,653,653

Number of Buyers

2025
727,781,775

Purchase Frequency

2025
18.8

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Amazon Average Order Value

  • Amazon's gross average order value (AOV) is US$68.89 in 2025.
  • Discounts of US$7.77 and returns of US$4.64 took Amazon's net AOV to US$56.49 in 2025.
  • After US$5.48 VAT, Amazon's final AOV was US$61.97 in 2025.

Average Order Value Calculation in 2025

US$68.89
US$7.77
US$4.64
US$56.49
US$5.48
US$61.97

Net AOV (before deductions)

Discounts

Returns

Net AOV (after deductions)

VAT

Gross AOV (after deductions)

Amazon Monthly Number of Orders

  • Amazon recorded 1,286,740,141 orders in 08/26.
  • Across 2025, Amazon recorded 13,673,653,653 orders in total.

Number of Orders

08/26
1,286,740,141

Monthly Number of Orders (in Thousands)

09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
07/26
1,286,740
08/26

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Amazon Monthly Number of Buyers

  • Amazon had 352,788,136 buyers in 08/26.
  • Across 2025, 727,781,775 buyers shopped at Amazon.

Number of Buyers

08/26
352,788,136

Monthly Number of Buyers (in Thousands)

09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
07/26
352,788
08/26

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Amazon Monthly Purchase Frequency

  • Amazon shoppers ordered about 3.6 times in 08/26.
  • Across 2025, each Amazon buyer placed 18.8 orders in total.

Purchase Frequency

08/26
3.6

Monthly Purchase Frequency

09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
07/26
3.6
08/26

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Amazon Monthly Gross AOV After Deductions

  • Amazon's monthly gross AOV was US$60.78 in 08/26.
  • For 2025, Amazon's gross AOV before deductions was US$68.89.

Gross AOV

08/26
US$60.78

Monthly Gross AOV After Deductions (in US$)

09/25
10/25
11/25
12/25
01/26
02/26
03/26
04/26
05/26
06/26
07/26
US$60.78
08/26

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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Conversion Rate & Transaction KPIs of Amazon's Competitors

Jd favicon
Jd
Taobao favicon
Taobao
Tmall favicon
Tmall
Pinduoduo favicon
Pinduoduo
Tiktok Shop favicon
Tiktok Shop

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