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.↗ source
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