Third-party sellers accounted for 60% of paid units sold on Amazon in Q1 2026, down from 61% in Q4 2025 and 62% the quarter before that.
It’s the first time the metric has fallen for two consecutive quarters since Amazon began breaking it out in its quarterly reports in 2004.
For more than a decade, the marketplace share has only moved one way. Between 2013 and 2016, it gained a percentage point every single quarter for eleven straight quarters.
The share peaked at an all-time high of 62% in Q4 2024 and held within a 61-62% range for five consecutive quarters before this back-to-back decline.
