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100+ Amazon Statistics, Facts & Trends

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Amazon is one of the biggest e-commerce websites, with a suite of products and businesses under its belt.

This includes AWS, one of the biggest on-demand cloud computing platforms, the Amazon Echo, Amazon Fire TV Stick, and more.

If you’re a seller, have a passion for e-commerce, or want to know more about Amazon and its products, continue reading this Amazon statistics article.

Top 8 Amazon Statistics (Editor’s Pick)

  • As of April 5 2023, Amazon is worth $1049.42 billion.
  • Amazon reported a decrease of $0.8b in operating income in Q4 2022.
  • The online store is Amazon’s highest revenue generator.
  • Men visit Amazon more than females as of February 2023.
  • As of 2023, 55% of Amazon’s third-party sellers are from the United States.
  • As of 2023, 55% of small and medium businesses on Amazon reported a profit margin of 15%.
  • 22% of sellers spent over $10,000 to start a business on Amazon as of 2023.
  • In 2022, 63% of Amazon sellers advertised their products via PPC ads.

Infographic

top amazon statistics
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General Amazon Statistics

1. As of 2022, there were 300 million active users on Amazon.

As of February 2023, Amazon received 2.2 billion visits, making it the 4th most visited website in the US and the 12th most visited website worldwide.

2. As of March 2023, Amazon ships to 130 countries.

Amazon doesn’t ship to Iran, Cuba, Sudan, Syria, and North Korea.

3. In July 2021, Amazon recorded its highest stock price ever.

Amazon’s stock price closed at $186.12 on July 8th, 2021.

4. Amazon was the preferred e-commerce website for buying products from other countries as of 2022.

Amazon dominated cross-border purchases at 27%, followed by Alibaba/AliExpress at 17% and eBay at 9%.

E-commerce website Shoppers by percentage (%)
Amazon 27%
Alibaba/AliExpress 17%
eBay 9%
Wish 5%
Zalando 3%
Shein 6%
Other 33%

5. Based on gross merchandise value, Amazon was the third-most-popular marketplace in 2021.

Taobao, a Chinese online shopping platform, was the most popular online marketplace, with a GMV of $711 billion U.S. dollars, followed by another Chinese online shopping platform, Tmall, whose GMV was $672 billion. Amazon’s GMV was $390 billion.

6. The Amazon Shopping Android app was downloaded 500 million times as of March 2023.

On average, Android users open the Amazon app 3.2 times a month.

7. As of April 5 2023, Amazon is worth $1049.42 billion.

Amazon reclaims the top spot in brand value ($299.28 billion), surpassing Apple, which is in second place with $297.51 billion.

Company Name Brand Value
Amazon $299.28 billion
Apple $297.51 billion
Google $281.38 billion
Microsoft $191.57 billion
Walmart $113.78 billion

8. Amazon had 1.541 million employees as of 2022.

This is an increase in the number of employees compared to 2019, when there were only 798,000 employees.

9. In 2022, Amazon broke the record for the most renewable energy purchased by a single company.

With the help of 133 new projects across 11 nations, Amazon increased its renewable energy capacity by 8.3 gigawatts (GW), bringing the total portfolio to more than 20 GW.

10. LinkedIn named Amazon the No. 1 company where US citizens wanted to work in 2022.

Over 1.1 million people are employed by Amazon in the United States as of 2022.

11. The acquisition of Whole Foods Market was Amazon’s biggest acquisition ever.

In 2017, Amazon acquired Whole Foods Market for $13.7 billion.

12. The number of patents granted to Amazon in 2022 in the US is 3% lesser compared to 2021.

In 2022, there were only 2,051 patents granted to Amazon in the US by the U.S. Patent & Trademark Office, compared to 2,110 in 2021.

13. As of 2022, the Amazon Mentoring Program has 159,000 employees.

When it first launched in 2016, only 18,800 employees were in the program.

amazon mentoring program
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14. At the end of 2022, AWS had 96 availability zones across 30 regions.

Amazon announced plans to launch 15 additional availability zones across 5 AWS regions.

15. As of January 2023, Amazon had 10,845 common stock shareholders.

In January 6, 2022, there were only 7,282 shareholders of common stocks.

16. Amazon expects customer shopping habits to change in 2023.

Due to factors such as inflation, increased fuel prices, rising interest rates, and other factors, Amazon expects an impact on its customers’ shopping spending.

17. Nearly 5.8% of the websites that uses reverse proxy services use Amazon CloudFront.

This represents 1.4% of all websites as of March 2023.

18. Adobe.com, Mozilla.org, Flickr.com, Spotify.com, and Dropbox.com are popular websites that use Amazon CloudFront as of March 2023.

Yelp.com, Elmundo.es, and Themeisle.com are websites recently launched that use Amazon CloudFront.

19. Amazon CloudFront has a market share of 5.8% as of April 2023.

CloudFlare has a market share of 75.7%.

20. As of March 2023, Amazon Associates was used by 1.1% of all websites.

Amazon.com, Yahoo.com, Nytimes.com, Cnn.com, Washingtonpost.com, Wsj.com, and BusinessInsider.com are popular websites that use Amazon Associates to monetize their website traffic.

21. 66% of buyers begin their online product searches on Amazon as of 2023.

Around 7,400 products are bought by consumers in the US every minute.

22. 55% of Canadians use Prime services as of January 2022.

43% were paying subscribers, and 12% used somebody else’s Prime subscription.

23. Prime Day sales reached a new high of $12 billion in 2022.

Amazon generated $11.2 billion in 2021’s Prime Day sales.

24. Consumers bought 300 million products during Amazon's Prime Day in 2022.

In 2021, consumers bought only 250 million products.

25. 36% of Prime members made 5-10 purchases on Amazon each month as of February 2022.

10% of Prime subscribers made only one purchase every month.

26. Prime and non-Prime users are globally satisfied with Amazon as of 2022.

56% of Prime members and 29% of non-Prime members rated they are pleased with Amazon’s delivery speed. The ease of finding products was next, with 53% of Prime members and 28% of non-Prime users expressing satisfaction.

27. By 2027, the US will account for $759 billion worth of retail sales, making the US the largest market for Amazon.

In 2022, retail sales were $450.7 billion in the US.

28. Amazon Business is the most well-known B2B marketplace as of 2022.

36% of B2B buyers admitted to using Amazon Business, followed by eBay at 29% and Alibaba at 27%.

29. Amazon Web Services (AWS) held 32% of the market share as of 2022.

Followed by Microsoft Azure with a 23% market share and Google Cloud with 10%.

30. From 2019 to 2022, Amazon generated the most revenue compared to Apple, Google, and others.

In 2022 alone, Amazon’s revenue was 513.98 billion, Apple’s revenue was 394.33 billion, and Google’s revenue was 279.8 billion.

Company Revenue
 Amazon $513.98 Billion
Apple $394.33 Billion
Google $279.8 Billion
Meta $116.61 Billion
Netflix $31.62 Billion
PayPal $27.52 Billion

Revenue and Spendings of Amazon

31. Amazon reported an increase in net sales in Q4 2022.

In comparison, Amazon recorded $137.4 billion in net sales in Q4 2021, marking a 9% increase in 2022.

32. Amazon reported a decrease of $0.8b in operating income in Q4 2022.

In Q4 2021, the operating income was $3.5 billion, but in Q4 2022, it was $2.7 billion.

33. Amazon's net sales increased by 13% in 2022 compared to 2021.

In 2021, the total net sales of Amazon were $469.8 billion. In 2022, the total net sale was $514.0 billion.

34. The operating cash flow of Amazon increased by 1% from 2021 to 2022.

The operating cash flow in 2021 was $46.3 billion; in 2022, Amazon’s operating cash flow increased to $46.8 billion.

35. Amazon reported a loss in 2022 for the first time in 10 years.

Amazon reported a $2.7 billion net loss.

36. Amazon’s ad spending increased in 2022 compared to 2021.

In 2021, Amazon spent $16.9 billion on advertising; in 2022, the number grew to $20.6 billion.

37. Amazon expects its operating income to be between $0 and $4 billion in 2023.

In Q1 of 2022, it was $3.7 billion.

38. In 2022, $46.8 billion in cash was provided from or used for operating activities by Amazon.

In 2021, it was $46.3 billion.

39. In 2022, $9.7 billion in cash was provided from or used for financing activities by Amazon.

In 2021, it was $6.3 billion.

used cash for financing activities by amazon
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40. In 2022, $37.6 billion in cash was provided from or used for investing activities by Amazon.

In 2021, it was $58.2 billion.

41. Amazon’s cash capital expenditures in 2022 were $58.3 billion.

In 2021, it was $55.4 billion.

Amazon Services and Sales Statistics

42. In 2022, the annual revenue of Amazon from its AWS services was $79.9 billion.

AWS’s annual revenue in 2021 was $62.1 billion, $16.8 billion lower than its annual revenue in 2022.

43. Amazon’s revenue from subscription services increased by 11% in 2022.

In 2021, Amazon earned $31.77 billion from its subscription services; in 2022, it reported a revenue of $35.22 billion.

44. Amazon Prime subscribers grew internationally and in the US in 2022.

As of 2022, there were 220 million Prime subscribers globally, compared to 200 million the previous year. The number grew from 147 million to 168 million in the US in 2022.

45. There were 11 million more Amazon Prime Music users as of 2022.

In 2021, there were 63 million users who subscribed to Prime Music. 

Meanwhile, in 2022, Prime Music saw 74 million subscribers.

46. Amazon's online store sales took a hit in 2022.

In 2021, the total revenue generated by Amazon through its online store was $222.07 billion; in 2022, it was $220 billion.

47. The online store is Amazon’s highest revenue generator.

Amazon earned $220 billion in 2022 from online stores, $117.72 billion from retail third-party seller services, $80.1 billion from AWS, $35.22 billion from subscription services, and $18.96 billion from physical stores.

48. The operating income for Amazon's AWS in 2022 was estimated at $22.8 billion.

In 2021, it was 18.5 billion.

Amazon's Product Stats

49. As of March 2023, Amazon held 4.73% of the global tablet market.

Apple dominates the market with 52.3% of the global tablet market, followed by Samsung at 29.66%.

50. Amazon shipped 9.9 million smart speakers as of Q1 of 2022.

Google shipped nearly 6.1 million smart speakers during the same timeframe.

51. As of Q1 2022, Amazon held a 28.2% market share in the global market for smart speakers.

Google has a market share of 17.2%.

52. Amazon Echo is the most-owned smart speaker brand in the UK as of 2022.

Amazon Echos were owned by 75% of UK respondents who had smart speakers.

53. Bridge millennials make up 79.7% of Amazon’s Prime subscribers in the US as of June 2022.

Followed closely by millennials, as 76.9% reported owning a Prime subscription.

54. In 2022, American users accounted for most Amazon Business app downloads, with 1.1 million.

Almost 665,000 downloads from India made it the second-largest market for Amazon Business.

Amazon App Store Stats

55. As of Q3 2022, the Amazon Appstore had 483,328 mobile apps, an increase of 3.2% compared to the previous year.

In Q3 of 2021, Amazon’s app store had 467,823 apps.

56. Paid downloads accounted for nearly 17.8% of all apps in the Amazon App Store.

As of March 2023, nearly 46,129 apps on the Amazon App Store were priced under $1, and 36,398 apps were priced between $1 and $2.

free and paid apps on amazon app store
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57. Amazon App Store’s biggest app category is gaming, followed by education, as of March 2023.

The Amazon App Store has 142,764 free and 31,173 paid gaming apps available for download. The second-largest app category on the Amazon App Store—education—has 41,490 free and over 7,830 paid apps available for download.

58. As of March 2023, Amazon Prime Video is ranked 43rd in the Google Play Store's "All Categories" section of the US.

It is ranked 6th in the Google Play Store’s “Entertainment” section.

59. As of March 2023, the Amazon Shopping app is ranked 57th in the US in the "All Categories" section of the Google Play Store.

The Amazon Shopping app is ranked 5th in the “Shopping” category in the US.

60. As of March 2023, Amazon Kindle ranks in the 9th position in the "Book and Reference" section of the Google Play Store.

Amazon Kindle ranks at 84th position in the United States and 109th in the UK in the “All Categories” section.

61. Amazon Music’s Google Play Store ranking in the United States as of March 2023 in the "All Categories" section is 342.

In the “Music and Audio” section, Amazon Music’s Google Play Store ranking is 7.

62. In the "All Categories" section of the Google Play Store, the Amazon Alexa app ranks in the 207th position as of March 2023 in the US.

In the “Lifestyle” section, it ranks 6th.

63. The Amazon Fire TV app ranks in the 258th position in the Google Play Store's "All Categories" section in the US as of March 2023.

In the “Tools” category, it ranks 50th.

64. Amazon Prime Video is ranked 38th in the "All Categories" section of the Apple App Store for the US as of March 2023.

In the “Entertainment” section, it is in the 5th position.

65. The Amazon Shopping app is ranked 25th in the US under "All Categories" in the Apple App Store as of March 2023.

In the “Shopping” section, it is ranked 3rd.

66. As of March 2023, Amazon Kindle is ranked 242nd in the "All Categories" section of the Apple App Store.

In the “Books” section, it is ranked at position 4.

67. As of March 2023, Amazon Music is ranked number 199 in the "All Categories" section of the Apple App Store in the US.

It is ranked 7th in the “Music” section.

68. The Amazon Alexa app is ranked 153rd in the "All Categories" section of the Apple App Store as of March 2023 in the US.

In the “Lifestyle” section, it ranks 6th.

69. As of March 2023, the Amazon Fire TV app is ranked 211th in the "All Categories" section of the Google Play Store in the US.

In the “Utilities” section, it is ranked in the 13th position.

Amazon's Customer Demographic

70. As of February 2023, users between the ages of 25 and 35 visit Amazon the most (28.61%).

Followed by 18–24, who make up 24.41% of Amazon’s visits.

Age Group Number of Users by percentage (%)
25 to 35 28.61%
18 to 24 24.41%
35 to 44 19.60%
45 to 54 13.04%
55 to 64 9.01%
65+ 5.32%

71. Men visit Amazon more than females as of February 2023.

57.47% of men use Amazon, whereas only 42.53% of Amazon’s users were female.

Third-Party Seller Amazon Statistics

72. In Q4 of 2022, third-party seller services on Amazon generated $36.34 billion in net sales.

Compared to last year, Amazon’s net sales from its third-party seller services increased by 24%.

73. Only 61% of US retailers want to increase their third-party sales on Amazon's Marketplace in 2022.

This percentage is lower than in 2021, when third-party selling was chosen by 80% of the retailers.

74. Nearly 2 million third-party sellers on Amazon are small and medium-sized businesses as of 2023.

The sales of third-party sellers account for nearly 58% of Amazon’s total sales, and the revenue from third-party sellers on Amazon grew by 20% in Q4 of 2022.

75. 50% of Amazon sellers are looking to expand into new global markets as of 2023.

This is an increase from last year by 25%.

amazon sellers expanding into new global markets
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76. In 2022, 61% of Amazon small and medium-sized business sellers sold their products through at least one other e-commerce platform.

In 2021, this number was only 58%.

77. eBay was the next-best choice after Amazon for most sellers as of 2023.

This is followed by Shopify, Walmart, Etsy, and Facebook Marketplace.

78. 72% of third-party sellers on Amazon are men as of 2023.

26% are female, and the remaining 2% preferred not to say.

79. The largest age group as of 2023, accounting for 30% of Amazon sellers, is between 35 and 44.

This is followed by 25-34 (28%), 45-54 (19%), and 55-64 (11%).

80. As of 2023, 55% of Amazon’s third-party sellers are from the United States.

This is followed by the UK (7%), Canada (6%), India (3%), and Pakistan (2%).

Country Percentage (%) of sellers
United States 55%
United Kingdom 7%
Canada 6%
India 3%
Pakistan 2%
China 2%
Italy 2%
Mexico 2%
Nigera 2%

81. 40% of Amazon’s third-party sellers have a bachelor's or an equivalent degree as of 2023.

24% have a master’s or equivalent degree, 16% have some associate degree or post-secondary education, and 15% have a high school diploma or secondary education.

Education Background Sellers' Educational Background Percentage
Bachelors 40%
Masters 24%
Associate degree/post-secondary education 16%
High school diploma/secondary education/GED 15%
Doctoral 2%
No High school diploma/secondary education/GED 2%

82. 38% of Amazon third-party sellers are already employed full-time in an organization as of 2023.

35% are self-employed or have a business; 12% are part-time employees, and 5% only work on e-commerce websites.

83. 70% of small and medium-sized businesses sell on Amazon as third-party sellers as of 2023.

30% sell as 1st party sellers, and the remaining 7% sell as both 3rd and 1st party sellers.

84. Private labels are the most popular sales model on Amazon, used by 54% of sellers as of 2023.

Followed by wholesale (26%), retail arbitrage (25%), and online arbitrage (24%).

85. As of 2023, 86% of Amazon sellers prefer the FBA fulfillment method, while 37% prefer the FBM fulfillment method.

Around 64% of sellers only use the FBA fulfillment method, 15% prefer FBM only, and 22% use both.

86. The United States is Amazon’s leading international marketplace for third-party sellers, accounting for 83% of all third-party sellers.

Followed by Canada (24%) and the United Kingdom (18%) as of 2023.

87. As of 2023, home and kitchen categories are the most popular products sold by small and medium business sellers on Amazon.

The percentage of sellers who preferred the home and kitchen categories rose from 32% in 2022 to 35% in 2023.

88. 72% of small and medium business sellers reported earning over $1,000 monthly on Amazon as of 2023.

55% reported earning over $5,000 each month.

89. 58% of enterprise sellers reported earning over $250,000 monthly on Amazon as of 2023.

21% reported earning over $1 million every month.

90. As of 2023, 55% of small and medium businesses on Amazon reported a profit margin of 15%.

67% of enterprise sellers have a profit margin of 15%.

business profit margin amazon
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91. 37% of small and medium businesses on Amazon reported their profits increased in 2022 compared to 2021.

30% reported decreased profits, 17% reported their profits were the same, and 16% didn’t know.

92. 49% of enterprise sellers on Amazon reported their profits increased in 2022 compared to 2021.

33% reported decreased profits, 11% reported their profits were the same, and 7% didn’t know.

93. As of 2023, 47% of Amazon's small and medium-sized businesses generated lifetime profits of over $100,000.

73% of enterprise sellers have lifetime profits of over $1 million.

94. In 2023, 24% of small and medium business sellers reported that it took 3-6 months to start a business on Amazon.

23% took fewer than 3 months, and another 23% fewer than 6 weeks.

95. As of 2023, 31% of Amazon sellers spend 4-10 hours weekly on their Amazon businesses.

23% spend 11-20 hours each week, and 22% spend less than 4 hours each week.

96. 22% of sellers spent over $10,000 to start a business on Amazon as of 2023.

19% spent more than $5,001 to $10,000, and 18% spent $2,500 to $5,000.

97. 77% of sellers spent their own money to start a business on Amazon as of 2023.

27% used their credit cards, 15% took a business loan, and 13% took a family loan.

98. As of 2023, 68% of sellers reported making a profit on Amazon within the first year.

14% reported it took them 1-2 years to make a profit, and 4% reported it took more than 2 years.

99. Almost 70% of Amazon sellers spend less than $2,500 on advertisements each month as of 2023.

38% of small and medium-sized businesses are concerned about rising advertising costs.

100. 52% of Amazon sellers encountered inventory delays in 2022 compared to 2021, where only 46% experienced inventory delays.

In 2021 74% experienced lost sales, as opposed to 2022, where only 46% of sellers encountered lost sales.

Amazon Advertising Statistics

101. In 2022, 63% of Amazon sellers advertised their products via PPC ads.

36% used social media platforms to advertise, followed by 23% who placed ads of their products on search engines, and 4% on traditional media like TV, Radio, and newspapers.

102. In 2023, 59% of Amazon sellers reported using e-commerce platforms (Amazon PPC) to advertise their products.

41% of Amazon sellers reported using social media to advertise their products, followed by 29% who reported using search engines to advertise their products.

103. In 2022, Amazon’s global advertising revenue was $37.74 billion.

Advertising revenue increased by 22% compared to 2021, when global advertising revenue was $31.16 billion.

amazon global advertising revenue
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Amazon Holiday Statistics

104. US small businesses recorded sales of more than $1 billion on Amazon during the holiday season in Q4 of 2022.

During the Thanksgiving weekend, customers in the United States purchased nearly half a billion products from small businesses in the United States.

105. In 2022, nine out of ten Americans preferred Amazon for holiday shopping over other online e-commerce websites.

Following closely behind were Walmart and Target.

106. In 2022, consumers spent $9.12 billion online on Black Friday on Amazon, up 2.3% from the previous year.

Sales on Cyber Monday increased by 5.8% to $11.3 billion.

107. The top-selling categories during Amazon’s 2022 holiday season were Amazon Devices, Home, Fashion, Toys, and Beauty.

The top-selling items were the Fire TV Stick, Apple AirPods, and the Echo Dot.

Endless Opportunities With Amazon

As these stats show, Amazon is more than an e-commerce website. It serves as a platform for both sellers and buyers.

People can open their “digital shops” on Amazon, and companies can rent out servers from Amazon’s AWS services.

Check out these fascinating cloud computing statistics to learn how Amazon Web Services (AWS) can benefit your company.

Interesting Reads:
References:
  1. https://www.investing.com/academy/statistics/amazon-facts/#facts-about-amazon
  2. https://sell.amazon.com/blog/grow-your-business/amazon-stats-growth-and-sales
  3. https://www.similarweb.com/website/amazon.com/#overview
  4. https://www.investing.com/academy/statistics/amazon-facts/#facts-about-amazon
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  38. https://www.marketplacepulse.com/stats/amazon-online-stores-sales
  39. https://www.marketplacepulse.com/stats/amazon-international-sales
  40. https://www.statista.com/statistics/672747/amazons-consolidated-net-revenue-by-segment/
  41. https://www.statista.com/statistics/241835/amazon-operating-income-annual-by-segment/
  42. https://gs.statcounter.com/vendor-market-share/tablet/worldwide
  43. https://www.statista.com/statistics/307330/number-of-available-apps-in-the-amazon-appstore/
  44. https://www.statista.com/statistics/276438/app-releases-amazon-appstore/
  45. https://www.statista.com/statistics/515053/average-price-amazon-appstore/
  46. https://www.statista.com/statistics/256776/distribution-paid-free-amazon-appstore-apps/
  47. https://www.statista.com/statistics/279307/distribution-of-worldwide-amazon-appstore-downloads-by-category/
  48. https://www.statista.com/statistics/792598/worldwide-smart-speaker-unit-shipment/
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  50. https://www.statista.com/forecasts/1097200/most-popular-smart-speaker-brands-in-selected-countries
  51. https://www.statista.com/statistics/304940/amazon-prime-us-age-distribution/
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  53. https://www.statista.com/statistics/1279490/amazon-business-downloads-by-country/
  54. https://www.similarweb.com/app/google-play/com.amazon.avod.thirdpartyclient/statistics/#ranking
  55. https://www.similarweb.com/app/google-play/com.amazon.mShop.android.shopping/statistics/#overview
  56. https://www.similarweb.com/app/google-play/com.amazon.kindle/statistics/#ranking
  57. https://www.similarweb.com/app/google-play/com.amazon.mp3/statistics/#overview
  58. https://www.similarweb.com/app/google-play/com.amazon.storm.lightning.client.aosp/statistics/
  59. https://www.similarweb.com/app/app-store/545519333/statistics/#ranking
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  71. https://www.statista.com/statistics/426721/leading-us-holiday-shopping-retail-sites/
  72. https://www.statista.com/statistics/941935/holiday-shopping-websites-used-to-shop-gifts-digital-shoppers-usa/
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  78. https://www.statista.com/statistics/266210/number-of-available-applications-in-the-google-play-store/
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