Amazon has reported third-quarter net sales of $201.9 billion, up 12% on a year earlier (13% excluding currency movements), for the three months to 30 September 2026. That put sales at the top of the $197–202 billion range Amazon forecast in July, while operating income of $28.1 billion was above its forecast of $22.5–26.5 billion.
For the many BHETA members who sell on or through Amazon, the retail figures need reading with care. Prime Day took place in the second quarter this year in most large countries, having fallen entirely in the third quarter in 2025. Amazon says that, excluding this shift, group growth would have been around four percentage points higher.
International and North America
Sales in Amazon's International segment, which includes the UK, rose 5% to $43.1 billion, or 8% excluding currency movements. Operating income in the segment rose to $1.6 billion from $1.2 billion. North America sales grew 6% to $112.9 billion. Amazon does not publish a UK sales figure, so it is not possible to say how the UK performed within the International total.
Marketplace and advertising
Online store sales, which are mainly Amazon's own retail sales, rose 2% to $68.5 billion. Third-party seller services (the commissions, fulfilment and shipping fees paid by marketplace sellers) grew 9% to $46.5 billion, and sellers accounted for 61% of units sold. Advertising revenue rose 11% to $19.6 billion. Amazon said Prime Day timing affected advertising this quarter and expects high-teens growth in the fourth quarter. It has also added Seller Assistant tools that handle tasks such as restocking and pricing, and launched an AI-led Amazon Ads Agent.
Delivery and shopping habits
Amazon said Prime members had their fastest third-quarter delivery speeds yet, with more than 1.5 billion items arriving same-day or overnight. Fresh groceries and everyday essentials grew about three times faster than the rest of the store and made up about half of all units sold. Chief Executive Andy Jassy said broader selection and faster delivery were "helping us capture more retail market segment share". Amazon gave no figures for home, kitchen, DIY, garden or appliance categories.
Outlook
For the fourth quarter, which covers peak and Christmas trading, Amazon expects net sales of $240–247 billion (growth of 12–16%) and operating income of $28.5–33.5 billion. Much of its investment is going into cloud computing and AI: AWS sales grew 39%, and capital spending this year is expected to be around $220 billion.
What does this tell BHETA members?
- The marketplace keeps growing faster than Amazon's own retail. Third-party seller services grew 9%, against 2% for online stores, and sellers handle most units sold.
- Paid visibility is likely to cost more over peak. Amazon expects advertising revenue to grow in the high teens in the fourth quarter, which points to rising spend by sellers and brands.
- Shoppers are using Amazon for everyday buying. Essentials now make up about half of units, and delivery is getting faster.
- Q3 is hard to read on its own. With Prime Day moved, the second half as a whole will give a clearer picture.
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