Amazon’s revenue from the fees it charges sellers and from advertising reached $66.1 billion in the third quarter, or 96.6% of the $68.5 billion it earned from its own online store sales, up from 89.3% a year earlier, according to Marketplace Pulse. Prime Day’s move from July to June helps that comparison, but even counting Q2 and Q3 together, the difference between the two lines fell by half, from $12.7 billion to $6.2 billion. On a trailing 12-month basis, the lines are on pace to cross around spring 2028, although the holiday quarter usually favors retail and will widen the gap first. Amazon still competes with its sellers for each sale, but what it charges them for access to its shoppers, warehouses, and ad placements is growing at nearly double the rate of its own retail sales.
