Amazon profile

Retail margins, seller fees, advertising and memberships contribute to revenue.

Amazon.com, Inc.: USD 716.92 billion revenue in the year ended 2025-12-31. Net income: USD 77.67 billion. Group/company figures.

10.83% net margin for the year ended 2025-12-31: reported net income divided by revenue.

Amazon.com, Inc. (AMZN), 2026-10-16 snapshot: USD 250.00 per share. Market capitalisation: USD 2.70T.

Retail, seller services, advertising and membership reinforce each other: a better shopping assistant can also become a better sales assistant.

• JP

  Jeffrey P. Bezos

  Amazon’s founder, identified in the proxy as a major individual beneficial shareholder.

  Equity percentage

  8.8%

  Disclosure as of

  24 February 2026

  Dated beneficial ownership, not a live position.

  Sources (1)

  • Amazon.com, Inc. — proxy ownership tablePrimary regulatory filing · accessed 18 October 2026
• B

  BlackRock

  An investment-management group reporting voting or investment authority over shares held through managed portfolios. The position is not all the manager’s own economic wealth.

  Equity percentage

  5.9%

  Disclosure as of

  24 February 2026

  Underlying position date

  31 December 2023

  The proxy cites a December 2023 underlying position.

  Sources (1)

  • Amazon.com, Inc. — proxy ownership tablePrimary regulatory filing · accessed 18 October 2026

Rufus answers shopping questions, compares products and uses shopping activity to personalise help. Amazon is connecting that assistance with a wider picture of activity across its services.

Amazon builds the shopping experience and Rufus around its retail and AI infrastructure; sellers supply many listings.

Amazon’s notice describes account, purchase, interaction, device and other information used for delivery, recommendations, advertising, fraud prevention and AI development. Marketplace sellers, payment providers and other services can receive information for the transaction. Advertising preferences do not remove necessary order or legal records.

Amazon’s marketplace, reviews and seller-enforcement systems sit beside independent merchants. A generated product answer is another layer between you and the original listing.

Check seller identity, compare the total price and manage recommendations, subscriptions and Prime separately.

10/25 points

Amazon combines its own retail offer with a third-party marketplace. The FTC’s September 2025 Prime settlement addressed enrolment and cancellation allegations. Treat that as a dated accountability issue, not a finding that every current order or seller is unlawful.

10/25 points

Amazon’s notice describes account, purchase, interaction, device and other information used for delivery, recommendations, advertising, fraud prevention and AI development. Marketplace sellers, payment providers and other services can receive information for the transaction. Advertising preferences do not remove necessary order or legal records.

15/25 points

Seller identity, sponsored placement and product reviews answer different questions.

15/25 points

Check seller identity, compare the total price and manage recommendations, subscriptions and Prime separately.

Higher-scoring options for a comparable use:

• eBay — 65/100 versus 50/100

  Comparable use case: general product shopping

  General product shopping: 65/100 compared with 50/100. Wanting an item is different from wanting to win it.

  Sources (3)

  • eBay — Trust evidencePublic primary documentation · accessed 18 October 2026
  • eBay — official product pagePrimary product · accessed 18 October 2026
  • eBay marketplace: shopping app — Apple App StorePrimary store metadata · accessed 18 October 2026

• Walmart — 65/100 versus 50/100

  Comparable use case: general product shopping

  General product shopping: 65/100 compared with 50/100. A familiar retailer can make a marketplace purchase feel like a store purchase.

  Sources (3)

  • Walmart — Trust evidencePublic primary documentation · accessed 18 October 2026
  • Walmart — official product pagePrimary product · accessed 18 October 2026
  • Walmart: Shopping & Savings — Apple App StorePrimary store metadata · accessed 18 October 2026

Deals, fast arrival and a successful find reward buying in the same place. Prime makes each eligible delivery feel like another use of something already paid for.

Price alerts, delivery updates, recommendations and shopping events give Amazon recurring reasons to contact you.

Buy Again, saved payments and Subscribe & Save remove repeat decisions. Rufus now helps turn a shopping intention into a filled basket.

Ratings, review counts and bestseller labels bring the crowd into product selection.

Timed deals, delivery cut-offs and low-stock messages attach a clock to the purchase. Membership benefits also make shopping elsewhere feel like wasting an existing advantage.