What it does
The company states that it serves consumers through online and physical stores, where products are sold by Amazon and third parties. Its offerings also include devices, media content, and subscription services. For sellers, it provides programs to sell products in its stores and use its fulfillment services. AWS provides on-demand technology services to developers and enterprises, including compute, storage, database, analytics, and artificial intelligence and machine learning services. The company also provides programs for content creators and advertising services.
Source: Amazon.com, Inc. Form 10-K for fiscal 2025, Item 1 — sec.gov
How it makes money
The company organizes operations into North America, International, and AWS segments; the segment table below presents their revenue. The filing describes revenue streams from products sold through its stores, seller programs, AWS, subscriptions, advertising, physical stores, and other activities. For seller programs, the company states it is not the seller of record and earns fixed fees, a percentage of sales, per-unit activity fees, interest, or combinations of those amounts. In FY2025, third-party seller services revenue was $172.2 billion, AWS revenue was $128.7 billion, advertising services revenue was $68.6 billion, and subscription services revenue was $49.6 billion.
| Product or service | Revenue, FY2025 | Share | Change on the year |
|---|---|---|---|
| Third-party seller services | $172.2 billion | 38.5% | 10.3% |
| AWS | $128.7 billion | 28.8% | 19.7% |
| Advertising services | $68.6 billion | 15.3% | 22.1% |
| Subscription services | $49.6 billion | 11.1% | 11.8% |
| Physical stores | $22.6 billion | 5.04% | 6.34% |
| Other | $5.9 billion | 1.33% | 9.40% |
Source: Amazon.com, Inc. Form 10-K for fiscal 2025, Item 1 — sec.gov
Customers and geography
The company identifies its primary customer sets as consumers, sellers, developers, enterprises, content creators, advertisers, and employees. It says it serves consumers through websites, mobile apps, Alexa, devices, streaming, and physical stores. The company reports $489.7 billion of FY2025 revenue in the United States and $107.5 billion in the rest of world. Its reported segment revenue was $426.3 billion in North America, $161.9 billion in International, and $128.7 billion in AWS. The filing says customer service centers operate globally and are supplemented by co-sourced arrangements.
| Region | Revenue, FY2025 | Share | Change on the year |
|---|---|---|---|
| United States | $489.7 billion | 68.3% | 11.8% |
| Rest of world | $107.5 billion | 15.0% | 14.5% |
| Germany | $45.9 billion | 6.40% | 12.3% |
| United Kingdom | $43.2 billion | 6.03% | 14.2% |
| Japan | $30.7 billion | 4.28% | 12.0% |
Source: Amazon.com, Inc. Form 10-K for fiscal 2025, Item 1 — sec.gov
Competition
The filing characterizes its marketplace as rapidly evolving and intensely competitive, with competitors across many industries and geographies. It lists physical, e-commerce, and omnichannel retailers; publishers; vendors; distributors; manufacturers; search engines; comparison-shopping websites; social networks; e-commerce-service providers; logistics providers; IT and cloud-service providers; device companies; grocery retailers; advertising providers; and healthcare providers. The filing does not name individual competitors. It identifies selection, price, convenience, and fast and reliable fulfillment as principal retail competitive factors, while quality, speed, reliability, and customers’ ability and willingness to change business practices are additional factors for seller and enterprise services.
Source: Amazon.com, Inc. Form 10-K for fiscal 2025, Item 1 — sec.gov
Key risks
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The filing says its businesses are rapidly evolving and intensely competitive across geographies and industries.
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Expansion into new products, services, technologies, and geographic regions may involve limited or no experience in newer market segments, and customers may not adopt offerings.
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International operations are subject to risks including regulation, restrictive governmental actions, economic and political conditions, foreign-exchange restrictions, and geopolitical events.
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Demand can fluctuate significantly because of seasonality, promotions, product launches, global economic conditions, disasters, extreme weather, and geopolitical events.
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Expansion places significant strain on management, operational, financial, and other resources.
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Operating results and growth rate can fluctuate, including from disruptions, tariffs, labor or trade disputes, input-price increases, and constrained labor markets.
Source: Amazon.com, Inc. Form 10-K for fiscal 2025, Item 1A — sec.gov
People and operations
As of December 31, 2025, the company employed approximately 1,576,000 full-time and part-time employees, and also used independent contractors and temporary personnel. The filing says competition for qualified personnel is intense, particularly for software engineers, computer scientists, and other technical staff, and that constrained labor markets have increased competition elsewhere in the business. Operationally, orders are fulfilled through company-operated North America and International networks, co-sourced and outsourced arrangements in certain countries, digital delivery, and physical stores. The company states that its business is seasonal and has historically had higher sales volume in the fourth quarter, ending December 31.
Source: Amazon.com, Inc. Form 10-K for fiscal 2025, Item 1 — sec.gov