AMZN · 10-Q · 2026Q2 · Full report

Distribution Channels and Sellers

AMAZON COM INC · 2026-07-31 · Importance 10 · Surprise 6

Amazon’s retail growth was supported by increased unit sales through its own stores and third-party sellers, with seller activity also contributing to advertising and subscription expansion. The company directs customers to its stores through third-party customer referrals, sponsored search, social and online advertising, television advertising, and other marketing initiatives. Amazon views Prime membership benefits and shipping offers as worldwide marketing tools and continues to emphasize price, selection, convenience, and fast delivery.