Amazon outlined this and other trends among sellers in a press release outlining findings from its latest annual Small Business Empowerment Report.
“Amazon has long invested in helping sellers grow and thrive,” Mary Beth Westmoreland, vice president, worldwide selling partner experience at Amazon, said in the release. “Now, generative AI is reshaping what’s possible for small businesses, putting powerful tools in their hands that were once reserved for larger retailers.”
Amazon’s Seller Assistant, an agentic AI expert for sellers that can do things like provide sales projections or offer advice on product improvements, had more than 230,000 monthly users in 2025. When the AI assistant recommended actions, sellers followed its advice 90% of the time.
The company’s generative AI listing tools, which create high-quality listings in a fraction of the time it would take sellers to do it manually, were used by independent sellers to create more than 12 million listings in 2025.
Other AI-powered tools highlighted in the release include a Product Opportunity Explorer that surfaces unmet demand, emerging trends and pricing insights based on its analysis of billions of customer interactions; an onboarding assistant that helps new sellers by answering questions, explaining requirements and guiding them through the process; and Packaging Recommendations that save sellers money by optimizing how products are packed and shipped.
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Independent sellers account for more than 60% of the sales in Amazon’s store, according to the release.
During 2025, the number of sellers with over $1 million in sales on the platform grew by 36% to surpass 75,000, the average annual sales of all independent sellers in the U.S. increased by 30% to top $375,000, and more than 11,000 U.S.-based sellers gained a tenfold increase in sales.
These sellers supported more than 2 million jobs across the country, per the release.
Amazon CEO Andy Jassy said in a 2025 Letter to Shareholders posted April 9 that AI will play a role in all the company’s businesses, including retail, cloud computing, advertising and autonomous ride-hailing.
“It will reshape every customer experience we offer and unlock entirely new ones,” Jassy wrote.
On Wednesday (April 29), during Amazon’s earnings call, Jassy highlighted the company’s new Seller Central experience and said it is the kind of tool that turns AI into a seller-service product.
