The usual list of top Amazon sellers is giants: Marketplace Pulse counts 146 sellers doing $100 million or more a year on Amazon.com alone. This page covers something else. It ranks 18 small and mid-size Amazon brands by revenue we have measured, from MaryRuth's at about $15.0 million a month down to Gamblin' Golf at about $12,000. Next to each one is its estimated profit and margin. We put this list together because the giant sellers tell a new seller very little about what they could build, and the small brands do.
If you came for the biggest sellers on Amazon
The best-known public ranking of Amazon's largest third-party sellers is Marketplace Pulse's top Amazon USA sellers. It ranks sellers by how much buyer feedback they received in the last 30 days, which stands in for order volume, and it keeps its revenue estimates behind a paywall. The first ten, as the page showed them on 10 November 2026:
- Pattern
- eSupplements
- ZEAGOO
- Carlyle
- Bayland Health
- Woot
- VerSure
- AnkerDirect
- PremiumpartsWhosale
- Utopia Brands
The ranking changes daily, so treat that list as a snapshot. It measures order volume, not revenue or profit.
How concentrated the top is
- Marketplace Pulse counts 146 sellers on Amazon.com, and 235 worldwide, with $100 million or more a year in sales on a single Amazon marketplace (Marketplace Pulse, 24 July 2025).
- About 500,000 sellers are active in the US marketplace, and fewer than 8,000 of them generate half of Amazon's estimated $300 billion of US third-party sales. Each of those sellers does more than $5 million a year. Just 111 sellers produce 10% (Marketplace Pulse, 12 February 2026).
- In the top 100, American sellers hold 81.4% of positions and 93.2% of the sales. In the top 10,000, Chinese sellers now hold 55.9% of positions, up from 42.5% in July 2020 (Marketplace Pulse, 9 July 2026).
- Amazon says more than 75,000 independent sellers passed $1 million in sales in its store in 2025, and that US independent sellers averaged more than $375,000 a year (Amazon, 30 April 2026).
Those numbers describe the whole marketplace. They cannot tell you what any single brand sells, what it keeps, or what it cost to start. That is the gap our list fills.
Top Amazon sellers by revenue: 18 brands we have measured
Every figure is for September 2026 (August for OTOTO) and is our estimate from public data: Amazon sales badges, Amazon's fee schedule, supplier quotes and a model of each brand's ads. Profit is before tax, owner pay and overhead.
| # | Business | What it sells | Est. monthly revenue | Est. monthly profit | Margin |
|---|---|---|---|---|---|
| 1 | MaryRuth's | Liquid vitamins | $15,033,070 | $8,153,937 | 54.2% |
| 2 | White Mountain Puzzles | Jigsaw puzzles | $725,873 | $282,931 | 39.0% |
| 3 | Kajun Loaded Tea | Loaded-tea packets | $470,206 | $221,937 | 47.2% |
| 4 | Doctor Jupiter | Science kits for children | $461,097 | $156,201 | 33.9% |
| 5 | OTOTO | Kitchen gadgets | $211,372 | $76,324 | 36.1% |
| 6 | Virora Mahjong | Mahjong sets and mats | $170,650 | $91,834 | 53.8% |
| 7 | KALOTOYS | Montessori toys | $156,692 | $49,358 | 31.5% |
| 8 | Draft Top | Can opener | $104,361 | $61,256 | 58.7% |
| 9 | Spite House Games | Card game | $89,989 | $37,201 | 41.3% |
| 10 | WOODLANDS USA | Cooking utensils | $77,683 | $18,453 | 23.8% |
| 11 | Highmark Collective | Christian gift sets | $51,482 | $14,030 | 27.3% |
| 12 | LIGHTEN LIFE | Barware | $50,975 | $12,290 | 24.1% |
| 13 | Mount Cleverest | Trivia card games | $39,989 | $20,074 | 50.2% |
| 14 | Restoration Games | Board games | $34,633 | $7,297 | 21.1% |
| 15 | Songbird Specialties | Wine pourer | $32,989 | $18,507 | 56.1% |
| 16 | Bizzikins | Activity dolls | $20,625 | $7,347 | 35.6% |
| 17 | Wet Noses | Dog treats | $19,942 | $5,580 | 28.0% |
| 18 | Gamblin' Golf | Golf betting games | $12,000 | $6,087 | 50.7% |
Where a figure covers more than the brand's own Amazon US sales, we say so. MaryRuth's revenue is listing-level, so it includes units resellers sold on its listings. White Mountain Puzzles' covers three channels, two of them estimated. WOODLANDS USA's counts every seller on its listings, and Mount Cleverest's includes about $941 from TikTok Shop UK. Restoration Games' profit is before the royalties it pays designers.
Where these brands sit against the giants
MaryRuth's is the only one that belongs on a list of Amazon's biggest sellers. It is also the one with an outside estimate to check against: Forbes puts the whole company at about $600 million a year, of which Amazon is less than a third on our figures. The other 17 are far smaller, but they are not small by Amazon's standards. At their September pace:
- 15 of 18 are above Amazon's $375,000-a-year average for a US independent seller, which works out to about $31,250 a month.
- 9 of 18 are on a pace above $1 million a year, the threshold Amazon says 75,000 sellers passed in 2025.
- 4 of 18 are on a pace above $5 million a year, the floor for the roughly 8,000 sellers who make half of Amazon's US third-party sales: MaryRuth's, White Mountain Puzzles, Kajun Loaded Tea and Doctor Jupiter.
"At their September pace" matters. A month multiplied by twelve is not a year for these businesses. Spite House Games sold about $349,150 in December 2025 and $89,989 in September 2026. Doctor Jupiter's December 2025 was nine times the January after it.
What the top sellers in our data have in common
Revenue does not predict margin
The highest margin belongs to the eighth-largest business, Draft Top, at 58.7%. The lowest belongs to the fourteenth, Restoration Games, at 21.1%. KALOTOYS sells three times as much as LIGHTEN LIFE and keeps only seven points more of each dollar. Across all 18, the median margin is about 37.5%. What moves it is the product's size and weight, which set the FBA fee, and the factory cost. The full breakdown is in how much Amazon takes from sellers.
Most of them spend very little on ads
Our model puts ad spend at under 3% of revenue for most of the 18; the median is about 1.3%. For example:
- Virora Mahjong: about $317 a month on $170,650 of sales.
- Spite House Games: about $399 on $89,989. Its demand comes from a TikTok account with 45,400 followers, opened before the first deck was listed.
- White Mountain Puzzles: about 2.7% of revenue, and it buys no ads on generic Amazon searches.
The clear exception is KALOTOYS, at about $25,854 a month, or 16.5% of revenue. Ad spend is the least reliable line in our models: it is modelled from where a brand's sponsored listings appear, not read from its account, and it is a floor.
Several of them are new
Kajun Loaded Tea and Virora Mahjong both have first listings dated October 2025. Highmark Collective and Bizzikins started in March 2026. A list of Amazon's biggest sellers is mostly companies that have been compounding for a decade. Ours shows a business can reach the middle of this table within a year.
Almost all of them are private label
Seventeen of the 18 sell their own brand on a product a factory makes for them. Wet Noses makes its own. None is a wholesaler or a reseller of other brands' products. Two of ours, Wet Noses and Restoration Games, left their own listings to resellers until November 2025 and then took them back.
How we rank, and what we leave out
We rank by estimated monthly revenue for the latest month, not by feedback count or review volume. That means the list only includes businesses we have researched in depth. It is not a census of Amazon, and it grows as we add businesses. Confidence is rated low on six of the 18, and every profit figure is a ceiling: returns, storage and overhead are counted at zero. The method is on how we research.
To see which of these products would be cheapest to copy, see how much Amazon FBA costs to start. For what the typical seller in this group takes home, see how much Amazon sellers make. To test the fees on a product of your own, use the Amazon FBA calculator.