Amazon grew total sales 14% in the fourth quarter of 2025, year-over-year (or 12% FX-neutral). North America segment sales increased 10% year-over-year, international segment sales increased 17% year-over-year (or 11% excluding changes in foreign exchange rates). And AWS segment sales increased 24% year-over-year.
North America comprised 59% of Amazon’s net sales in Q4; International, 24%; and AWS, 17%.
Net income increased to 6% to $21.2 billion in the fourth quarter, and net income increased to $77.7 billion for the full year.
Amazon saw worldwide paid units grow 12% in the fourth quarter, and third-party sellers accounted for 61% of worldwide paid units. (Those figures exclude Whole Foods Market.)
Headcount was up 1% year-over-year (that includes full-time and part-time employees but excludes contractors and temporary personnel).
Among the callouts in Amazon’s press release were the following:
- Made Rufus—Amazon’s agentic AI shopping assistant—smarter, more capable, and more helpful. Rufus can shop tens of millions of items in other online stores directly and make purchases on behalf of customers using its agentic Buy For Me feature. Rufus was used by 300 million+ customers and saw an even stronger response than anticipated, helping deliver nearly $12 billion in incremental annualized sales last year.
- Saw strong adoption of Lens—an AI tool that helps customers find products with a phone camera, screen shot, or bar code—with customers using it 45% more year-over-year.
- Increased selection on Amazon Haul in the U.S. to 1 million+ items under $10, with many under $5, and expanded to serve customers in 25+ countries and regions.
Amazon CEO Andy Jassy said the following in Amazon’s earnings press release on Thursday:
“AWS growing 24% (our fastest growth in 13 quarters), Advertising growing 22%, Stores growing briskly across North America and International, our chips business growing triple digit percentages year-over-year—this growth is happening because we’re continuing to innovate at a rapid rate, and identify and knock down customer problems.
“With such strong demand for our existing offerings and seminal opportunities like AI, chips, robotics, and low earth orbit satellites, we expect to invest about $200 billion in capital expenditures across Amazon in 2026, and anticipate strong long-term return on invested capital.”
