Two platforms now control half of all US online commerce. Amazon holds 35.7% of the $1.2 trillion US e-commerce market. Shopify powers 14%, up from 12% in 2024. Together, that’s 49.7%. The data comes from Marketplace Pulse’s February 2026 analysis. For sellers tracking their performance across this shifting landscape, having the right Amazon analytics tool is no longer optional.
In 2021, the combined share was roughly 43%. The gap has grown every year since. Meanwhile, everyone else is losing ground. Walmart sits at 6.4%. Apple at 3.6%. eBay at 3%. The long tail of smaller platforms and DTC sites is shrinking. Understanding your Amazon product catalog performance is critical as the market consolidates around fewer platforms.
This isn’t just a market share story. It’s a structural shift. For FBA sellers, it means the platform you’re on is dominant, but it’s not the only game in town. And the second-largest player isn’t another marketplace. It’s a platform that powers independent brands, now integrating with AI shopping agents like ChatGPT. That changes