B
Evidence Grade B
Graded
not independently verified
Safe to Cite
Dated
37.6%
37.6% -- market share for Amazon (2023)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
37.6%
Unit
Percentage
Data Vintage
2023
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
90
Independence
30
Methodology
45
Freshness
95
Sources (2)
Emarketer
Primary
Tier B
https://articles-na1.emarketer.com/industries/cpg ↗
Source Article
CPG Articles
Though we’ve downgraded our retail media forecast, we anticipate the channel will experience double-digit growth through 2027. “I don’t think it’s an exaggeration to say that retail media is one of the most important and potentially most transformative ad spending channels in media right now,” said …
Also cited by
2026-09-27
Original Research
Emarketer
· Original study ↗
Methodology
Emarketer forecast
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2012 | 60% | |
| 2016 | 6.4% | -89.3% |
| 2019 | 38% | +493.8% |
| 2020 | 19% | -50.0% |
| 2021 | 41.4% | +117.9% |
| 2021 | 46% | +11.1% |
| 2021 | 45.6% | -0.9% |
| 2022 | 23% | -49.6% |
| 2023 (current) | 37.6% | +63.5% |
| 2024 | 37.6% | 0% |
| 2024 | 38% | +1.1% |
| 2024 | 3.9% | -89.7% |
| 2025 | 41.3% | +959.0% |
| 2025 | 23% | -44.3% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
Amazon: 37.6% market share. Source: Emarketer (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-ecommerce-market-share-amazon-2023
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<blockquote cite="https://lighthousedata.io/data/us-ecommerce-market-share-amazon-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>37.6%</strong> -- market share for Amazon<br><small>Source: Emarketer (2023) · <a href="https://lighthousedata.io/data/us-ecommerce-market-share-amazon-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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