Amazon has published the financial results for the first quarter of 2026, which closed on March 31. And, once again, the data did not disappoint expectations. Growth is not only continuing but accelerating. For those operating on the marketplace as sellers, there is no shortage of news.
Let’s look at these numbers together and understand where the company’s investments are concentrating. Consequently, where the growth opportunities lie in the coming months.
What are the numbers of the quarter
Let’s start with the first numerical data. Amazon’s overall net sales reached 181.5 billion dollars, with an increase of 17% compared to the same quarter of 2025 (when it stood at 155.7 billion). Excluding the favorable effect of currency exchange rates, equal to about 2.9 billion, organic growth still stands at 15%.
Operating income rose to 23.9 billion dollars, compared to 18.4 billion in Q1 2025. Net income nearly doubled to 30.3 billion (from 17.1 billion), or 2.78 dollars per share. It should be noted that this figure includes pre-tax gains of 16.8 billion resulting from investments in Anthropic.
>>> Read also our article: Amazon Quarterlies, Prime Day and more: the 2026 calendar for sellers and vendors <<<
The performance of the Stores segment is THE news of the quarter
For sellers, the most relevant data is what Andy Jassy, CEO of Amazon, highlighted in his commentary on the results. Specifically, the growth of units sold reached 15%, the highest level since the end of the Covid lockdowns.
This figure is full of significant meanings. It highlights that consumers are buying more on Amazon. Furthermore, that traffic on the platform is expanding strongly. Therefore, we find ourselves in an ideal condition to intercept new demand without necessarily having to take market share from direct competitors.
At a territorial level, the North America segment recorded sales of 104.1 billion dollars (+12% year over year) with an operating profit of 8.3 billion (it was 5.8 billion a year ago). The International segment reached 39.8 billion (+19%, or +11% excluding exchange rates), with an operating profit of 1.4 billion compared to 1.0 billion in Q1 2025.
>>> Read also our article: Why should an Amazon Seller invest in Google Ads? <<<
Logistics becomes even faster
Amazon announced that in 2026 it has already exceeded 1 billion deliveries made on the same day or the next day. This confirms the company’s commitment to its logistics infrastructure, which has been profoundly transformed in recent years.
Regarding delivery speed, the concrete news for sellers (especially in the USA, but the effects will also reach us) is significant:
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Amazon Now (delivery in 30 minutes or less) is now available in 9 countries, with recent expansion in parts of Tokyo and 8 Brazilian cities. The service will reach tens of millions of customers and will continue to expand in the USA throughout the year.
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1-hour and 3-hour delivery options are now available on over 90,000 products in the United States, with the first hour available in hundreds of cities and the 3-hour window in over 2,000 cities.
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Amazon is expanding same-day delivery for Amazon Pharmacy to nearly 4,500 American cities and towns by year-end.
Even in markets where these options are not present, the good news is not scarce. After all, massive investments in the logistics network that will also affect the Old Continent are confirmed. These will translate directly into a competitive advantage over alternative sales channels. In short, the speed gap between Amazon and the rest of e-commerce continues to widen.
>>> Read also our article: What is ROI and how is it calculated? <<<
Advertising: a 70+ billion business that continues to grow
Amazon’s advertising revenue has exceeded 70 billion dollars on a rolling annual basis (TTM). A number that a few years ago would have seemed impossible for a platform born as a retailer, but which today is a consolidated reality.
For sellers, the most interesting innovations in the advertising field this quarter are two:
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Sponsored Products and Brand Prompts in Rufus. Rufus, Amazon’s AI shopping assistant, is now starting to integrate advertising formats. Brand Prompts work like a virtual product expert, surfacing relevant details at key moments in the buying journey. The data Amazon shared is interesting: almost 20% of shoppers who interact with a prompt in Rufus continue the conversation about that brand.
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Amazon Audiences on Netflix. Amazon has launched the possibility for advertisers to reach Netflix audiences using its own proprietary shopping, streaming, and browsing signals. For medium-to-high level brands that want to build demand before the customer arrives at the marketplace, it is a brand-new channel.
AI in Seller Central
Among the most concrete novelties is the launch of a new AI experience in Seller Central that generates personalized data visualizations, key insights, and scenarios tailored to the seller’s goals, suggesting concrete actions to grow the business.
The feature is part of a broader trend. Amazon is progressively integrating artificial intelligence capabilities into all touchpoints of the platform, from the customer experience (Rufus, Health AI, Alexa+) to tools for sellers. For sellers, learning to work with these AI tools becomes a competitive necessity.
Prime Day in June: better to prepare in time!
Amazon has confirmed that Prime Day 2026 will be held in June in most markets. The financial guidance for Q2 2026 explicitly includes this event, with expected sales between 194 and 199 billion dollars (+16/19% year over year).
For sellers, the shift to the second quarter (compared to the traditional July timing) changes the planning dynamics. Those who have not yet started preparing their catalog, advertising campaigns, and FBA warehouse availability now have little time left.
>> Read also our article: FBA or FBM, how to calculate the optimal stock quantity <<<
AWS continues to fund all activities
An element that sellers must not underestimate is Amazon’s overall financial health. AWS recorded sales of 37.6 billion dollars (+28%), with an operating profit of 14.2 billion. That is, the fastest growth in the last 15 quarters, confirming itself as the economic engine that finances investments in other areas of the company, logistics included.
The profitability of AWS ensures that Amazon will continue to invest intensely in the infrastructure that enables fast deliveries, high-performing advertising, and AI tools for sellers.
What to do now
Summarizing what has been anticipated above, sellers should:
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Prepare immediately for Prime Day in June. Stock, product variants, and campaigns must be planned well in advance.
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Explore Rufus as a new visibility channel. Advertising formats in the AI shopping assistant are still new: entering early means lower costs and less competition.
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Evaluate internationalization. The International segment is growing very well, and Amazon is investing to make it more efficient.
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Leverage new fast delivery services. Ensure products are eligible for fast delivery options (Same-Day, 1 hour, 3 hours) where available.
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Test the AI tools of Seller Central. The artificial intelligence features integrated into the platform offer insights that previously required manual analysis or third-party tools.
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