Amazon’s biggest sellers are shattering growth records, and the numbers tell a clear story: in 2025, content creators are no longer optional for marketplace success.
According to Marketplace Pulse’s analysis of Amazon’s seller revenue distribution, the number of sellers generating over $1 million annually has risen from 60,000 in 2021 to more than 100,000 today.
Even more striking, over 230 sellers now exceed $100 million in yearly revenue, a near fivefold increase from just 50 sellers four years ago.
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At Logie, we see the same momentum across our creator network, and sellers growing fastest are those pairing strong PDP fundamentals with creator-led content that educates, inspires, and converts.
The Seller Boom
While the total number of active Amazon sellers has declined by roughly 10% since peaking at 3 million, those who remain have grown more profitable than ever. 
Marketplace Pulse’s figures show a 31% rise in traffic per seller since 2021, meaning fewer competitors are fighting for shopper attention, giving top performers more room to scale.
This pattern aligns with what economists call the marketplace power law: a small percentage of sellers capture the majority of revenue. In the U.S., the top 2% of sellers now account for more than half of total marketplace sales.
From our vantage point at Logie, this acceleration isn’t just due to sharper logistics or better pricing; it’s the integration of influencer-driven content into every stage of the buyer journey.
Tanya Breus, Business Development Executive at Logie, notes:
“Marketplace Pulse’s numbers mirror what we’ve seen across Logie for years: when sellers lean into creator-led content on Amazon, especially Shoppable Videos and Posts, their growth curve accelerates. The biggest jumps happen when creators sit inside the buyer journey, not beside it.”
The Amazon Live Era and the Turning Point
When Amazon Live first launched, it was a magnet for creators. Its placement on product detail pages meant live shopping streams were injected directly into the shopper’s path to purchase, a powerful combination of live video demos, real-time engagement, and high-intent audiences.
For the first two years, it was a genuine revenue stream for many influencers. However, when Amazon removed livestreams from product pages, the effect was immediate.
Without that built-in discovery, traffic and conversions dropped sharply for creators relying on Amazon Live.
This wasn’t the end of influencer commerce on Amazon, but it marked a shift in where and how creators could drive meaningful sales.
Tanya recalls:
“When Amazon removed livestreams from product pages, creators lost a major revenue source overnight. On Logie, we quickly shifted thousands of campaigns to evergreen Shoppable Videos and high-intent posts that live on Product Detail Pages and search. That’s where shoppers decide, and that’s where creators now drive most of their Amazon revenue.”
Shoppable Videos and Posts Take the Lead
In the wake of the Amazon Live change, creators pivoted to Shoppable Videos and Posts formats with staying power and prime placement across Amazon.
Shoppable Videos sit directly on product detail pages, often above the fold. They act as evergreen assets, educating shoppers and nudging them toward purchase.
Posts feed into Amazon’s Inspire and related product carousels, offering quick-hit inspiration for browsing-mode shoppers.
Our internal performance data shows that, for many influencers, Shoppable Videos now rival or surpass their early Amazon Live earnings, especially when paired with high-traffic PDPs or seasonal campaigns.
How Logie Accelerates Seller Growth on Amazon
Logie is an engine for content that moves PDPs:
- Creator–Product Matching: Campaigns are routed to creators with proven performance in the exact product category, boosting relevance and conversion rates.
- PDP-First Playbooks: Placement templates for product stickers, first 3-second hooks, and CTA scripts optimized for Amazon’s shopping surfaces.
- Seasonal & Event Planning: Prime Day, Black Friday, and Cyber Monday, niche spikes creators are pre-briefed with messaging and bundles before demand peaks.
- Performance Tracking: UTM/ASIN-level attribution and creative heatmaps to scale what works and cut what doesn’t.
- Brand Safety & Compliance: Standardized disclosures and checks for trust-building, compliant content.
Why Sellers Should Pay Attention
The parallel growth between Marketplace Pulse’s top seller data and influencer performance isn’t a coincidence; it’s cause and effect.
Influencers amplify visibility and trust; sellers provide the products and offers that convert that trust into revenue.
If the past few years have proven anything, it’s that:
- Sellers that invest in creator partnerships scale faster and weather platform changes better.
- Diversifying content types reduces dependency on any single feature.
- In a marketplace where fewer sellers capture more attention, creator integration is a competitive advantage.
Takeaways for 2025
For Creators:
- Distribute content across multiple formats: Shoppable Videos, Posts, and live events.
- Focus on evergreen assets that remain visible and relevant for months.
- Measure impact by product category and shopping season.
For Sellers:
- Partner with influencers who understand Amazon’s surfaces and how to optimize them.
- Provide creators with product education and assets to improve storytelling.
- Adapt quickly when Amazon shifts content placement or formats.
Conclusion
Amazon’s $100M seller surge confirms a bigger truth: creator-led commerce is the new operating system for marketplace growth.
The top sellers aren’t winning by listings alone; they’re winning by pairing operational excellence with high-trust content on the surfaces where buyers make decisions.
Tanya sums it up:
“The growth we see in top sellers is the same growth we see in top influencers. That connection isn’t a coincidence. And at Logie, we help sellers and creators meet on the surfaces that convert.”
For brands and creators, that future is already here, and it’s bigger than ever for those ready to act.
