Online stores
Q2 2026 first-party online sales $70.4B, up 15%.
The numbers
What it is
First-party retail: Amazon buys and sells products directly to consumers on its websites and apps. This is the core of the North America and International segments' product sales.
Why it matters to the stock. Online store growth is the biggest driver of consumer demand on the platform and feeds advertising and third-party seller services.
News
Amazon merges Rufus into Alexa for Shopping, adds scheduled buy and price-drop actions
On May 13, 2026 Amazon renamed Rufus to Alexa for Shopping, a single shopping assistant across the Amazon Shopping app, website and Echo Show devices.
Product