Epixel Watch: Market Trends and Insights
Every choice, every effort, and every heartbeat measure the moments of growth. Success is a masterpiece born from resilience and perseverance where one gets the opportunity to learn lessons through failures and build the courage to rise stronger after every fall. As network marketing quotes often highlight, Though it wears many masks, success carries only one essence—consistent steps toward a larger purpose. In the MLM industry, successful individuals are those who turn stumbling blocks into stepping stones and challenges into possibilities.
In the direct selling industry, global sales had come down to $163,863 million from $170,023 million in 2024. That showed a reduction of 3.6% total, or roughly 1.2% per year over three years, after growth of 2.2% in 2020 and 2.0% in 2021.
With 104.3 million independent representatives, 2024 stood steady without massive change in the number. But still this number is 4.2% lower than 2019, which marked 109.0 million. From 2021 to 2024, sales in the Americas declined by CAGR 2.8% a year, but in 2024 it rose slightly by 0.8%. The region recorded $61,189 million in sales, which constitutes 37.3% of the global share.
Global retail sales saw growth during the pandemic years, rising by 2.2% in 2020 and 2.0% in 2021. Sales, however, declined in the following years, falling from $170,023 million to $163,863 million in 2024, a decrease of 3.6% or a compound annual decline of 1.2% over the three-year period.
Like global sales, the number of independent sales representatives remained essentially the same in 2024 at 104.3 million (up 0.1%), providing another sign that the downward trend of the channel in recent years may have leveled off. The number in 2024, however, is 4.2% less than the pre-pandemic sales force of 109.0 million in 2019.
The global sales of Amway products for 2024 stood at $7.4 billion, citing a decline of 3% from their 2023 revenue of $7.7 billion. The decrease in revenue is attributed to the strength of the US dollar. However, Amway has seen a 2% growth in its nutrition category.
Amway headquarterd in Michigan, USA. The US direct selling industry has generated $34.7 billion retail sales with 12.2 million people involved in direct selling. The state accounted for a great share of the overall direct selling revenue in the USA, that is $ 0.9 B
Sales in the Americas fell at a CAGR of 2.8% from 2021 to 2024 but grew slightly (up 0.8%) in 2024. That year, the Americas had sales of $61,189 million and a global sales share of 37.3%, making it the second largest region in sales.The Americas also has the second highest number of billion-dollar markets with seven such countries.
When the list of top 100 MLM companies opens, you can find the first position held by Amway. Amway’s sales dropped to $7.4 billion in 2024. This marks a 3% decline compared to 2023 revenue of $7.7 billion. Still, the company managed to gain 2% growth in its nutrition category. Headquartered in Michigan, Amway operates in a country where direct selling generates $34.7 billion in retail sales and supports 12.2 million people. Michigan contributes $0.9 billion to the regional revenue of direct selling industry. Today, Amway stands as a global leader in the direct selling industry with over one million Amway Direct Selling (ADS) partners. Though celebrated for its diverse range of products, Amway’s ethos revolves around empowering individuals to achieve their potential since its establishment in 1959. These individuals stand as pillars of achievement, highlighting Amway’s pivotal role in boasting numerous top MLM earners within its fold.
The success stories of network marketing legends in Amway whisper the promise of what vision, perseverance, and belief in a brand can accomplish. So, we are about to hear the multi-level marketing stories from the list of top Amway earners and witness firsthand the driving force behind their outstanding success.
Amway top earners: Names behind numbers
Amway’s mission is simple, “Helping People live better, healthier lives”, yet meaningful. Since its inception, the company has fostered a community of support, education, and encouragement for individuals striving to make a difference in their lives.
And yes, they sure did make a difference as their name and fame can be found in the list of top 100 MLM earners around the world. This is an important reason why we are here to closely observe and gain insights from the Amway millionaires list and the paths taken by Amway top earners.
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Epixel MLM Software
Source - businessforhome.org
Data updated in May 2024
*The above list is subject to market changes and modifications.
Delve deeper into the ways in which the world’s top MLM earners contribute to reshaping the global direct selling arena.
Amway top earners by lifetime income
| Rank | Name | Lifetime Income (est.) | Annual Income (est.) | Country |
|---|---|---|---|---|
| 1 | Yager Group | $460,000,000 | $7,200,000 | USA |
| 2 | Nancy Dornan | $125,000,000 | $3,000,000 | USA |
| 3 | Barry Chi & Holly Chen | $75,000,000 | $3,000,000 | Taiwan |
| 4 | Kaoru Nakajima | $25,000,000 | $2,400,000 | Japan |
| 5 | Sunny Hsu & Debra Hsieh | $5,000,000 | $3,000,000 | China |
| 6 | Kang Hyeon Sook & Ryu In-Ik | $2,000,000 | $3,000,000 | South Korea |
| 7 | Leonard & Esther Kim | N/A | $2,400,000 | South Korea |
| 8 | Mark Lei & Peggy Yeh | N/A | $2,400,000 | Taiwan |
| 9 | Mitch & Deidre Sala | N/A | $2,100,000 | Australia |
Amway top earners by region
| Region | No. of Top Earners | Percentage of Total | Top Earners |
|---|---|---|---|
| North America | 2 | 22% |
|
| Asia | 6 | 67% |
|
| Australia | 1 | 11% |
|
A brief introduction to Amway top earners
Yager Group
Country: USA
Annual Income: $7,200,000
Lifetime Income: $460,000,000
Starting small, conquering big— as Amway's highest earners, the Yager Group writes a compelling story of accomplishment and prominence.
When 1964 knocked them out with financial hardships, little did Yagers know that five years later they are about to become the Amway's top leaders of a rapidly growing team. With 55 years of experience under its belt, the Yager Group has evolved into a global network of Amway entrepreneurs, now recognized as one of the largest and most successful teams in the industry.
Yagers were always very clear that one of the lessons they wanted to pass on to their children was the significance of dedicating time to help. This philosophy laid the foundation for their mentoring system—a proven history of helping individuals build their own successful businesses. To recap, the Yager Group planted a seed of opportunity, nurtured it with dedication, and watched it blossom into a global empire.
Barry Chi & Holly Chen
Country: Taiwan
Annual Income: $3,000,000
Lifetime Income: $75,000,000
The journey of two people from different walks of life, Barry and Holly, one of Asia's top earners in network marketing, found a common passion in understanding hearts, not just faces.
Success begins with raw belief. And so did they begin. Barry Chi, former Deputy General Manager at a trade firm and Holly Chen, former first-grade teacher ventured into the MLM business through Amway in the year 1982.
Experiencing a consistent 30% annual increase since 2009, they built a robust team of around 300,000 salespeople and a loyal following within the organization. Their way is to truly connect, understand the inside story, the heartbeats, and the essence of people. While their MLM journey is adorned with various honors, the Double Crown Ambassadorship, achieved twice, shines as the most illustrious jewel in their crown of achievements.
Sunny Hsu & Debra Hsieh
Country: China
Annual Income: $3,000,000
Lifetime Income: $5,000,000
If Sunny and Debra can’t define the value of hard work, then who can? When their journey seemed challenging, Amway stepped in.
This was 1985 and the couple were struggling to make ends meet in rural Taiwan. It was also the time when they began their journey by door-to-door selling. After a decade of hard work, in 1995 when the whispers of success knocked on their doors, they moved to China. Since then, they’ve dedicated themselves in helping team members achieve their goals and reach their full potential.
Today, the dynamic couple stands among the top earners of the MLM leader Amway, holding the prestigious title of Founders Crown Ambassador at the highest level and attaining the 55 FAA qualification. Both role models have shown that it is possible to achieve great success in the Amway business through hard work, dedication, and a positive attitude.
Nancy Dornan
Country: USA
Annual Income: $3,000,000
Lifetime Income: $125,000,000
This is going to unwrap as an untold story of generosity.
Though a seed named Amway took root when Nancy wanted to be a part of what people believe in, the seed began to sprout when her son entered the world with major medical complications. Ensuring their son's well-being meant Nancy and her husband had to rely on their earnings and the months spent attending to him at the hospital. It was during this trying period that Nancy saw Amway as a beacon of hope.
The story of her involvement begins here. Nine years into her business venture, Amway’s amazing lady now extends her reach across 36 countries, driven by her deep-rooted passion for helping others. As of today, Jim and Nancy Dornan have reached the Founders Crown Ambassador level—the highest achievement in Amway.
Kang Hyeon Sook & Ryu InIk
Country: South Korea
Annual Income: $3,000,000
Lifetime Income: $2,000,000
A story which is a reminder that anyone can achieve success if they are willing to work hard and never give up on their dreams.
Kang Hyeon Sook and Ryu Inik are considered to be among the most successful Amway distributors in the world. Start from the scratch is the way opted by this young couple. From introducing themselves to the "what" of network marketing business to mentoring many fresh minds, their legacy at Amway is one of success, inspiration, and making a difference.
Today, their MLM network, affiliated with Amway in the United States, contributes to more than 31% of total sales in Korea and comprises over 20% of the entire sales force in the country. Together, they have left a lasting impact on the company and on the lives of millions of people around the world.
Kaoru Nakajima
Country: Japan
Annual Income: $2,400,000
Lifetime Income: $25,000,000
The Land of the Rising Sun has witnessed the birth of a successful direct seller, generous philanthropist, and accomplished songwriter.
Kaoru’s remarkable career stands as proof of his business prowess since 1982. He is now recognized as one of the top Amway distributors. As the pioneer who introduced Amway to Japan, Kaoru holds the distinction of being the first individual to achieve the prestigious 'Double Crown Ambassador' title, the highest accolade in the MLM world. You can also hear voices calling out to Kaoru as the father of Amway in Japan and United Kingdom.
Kaoru contributes around 40% of Amway's business in Japan, translating to about 12% of the direct seller's global sales. Having said that, this eccentric industrialist also engages in training young direct sellers, guiding them toward success through hard work and commitment.
Leonard & Esther Kim
Country: South Korea
Annual Income: $2,400,000
Lifetime Income: N/A
In the event that Leonard and Esther Kim haven't made it onto your radar, be prepared—encountering them is an experience you won't easily forget.
Taking part in the American dream is the beginning of this very ordinary South Korean couple. Their only companion was their unquenchable desire to achieve achievement at all costs. As early as 1990, upon learning of Amway and its business opportunity, and hearing it would be opening a new market in Korea—they were convinced that their home awaits.
With only a handful of products available during Amway's initial launch in Korea, Leonard and Esther Kim faced a challenging start. Despite this, their "we can do it!" attitude became the driving force behind their success. Over a span of 35 years, they transformed their business into a remarkable enterprise, gathering tens of thousands of fellow entrepreneurs and customers who now benefit from a broad spectrum of health and wellness products. The couple's guiding principle, "sharing and assisting others is what life is all about!", serves as an inspiring lesson we can draw from their remarkable journey.
Mark Lei & Peggy Yeh
Country: Taiwan
Annual Income: $2,400,000
Lifetime Income: N/A
The best leaders are the ones who lead by example. What unfolds next is a story so bright.
From a humble start to a commanding presence in the MLM sector, Mark Lei and Peggy Yeh achieved the highest level of success possible in the Amway MLM business. Entering the business in 1983, the couple has developed a significant organization with its base in Taiwan. They attained the distinguished status of Founder's Crown Ambassador 40 FAA Points by 2004.
Lei and Yeh are a powerful couple who have made a significant impact on the world. Today, their business footprint extends across China, Taiwan, the Philippines, and Singapore. They are an inspiration to many people and their story is a testament to the power of hard work, determination, and a commitment to helping others.
Mitch & Deidre Sala
Country: Australia
Annual Income: $2,100,000
Lifetime Income: N/A
Success tips from the couples—don’t prejudge, simplify your life, be an example, focus on the basics, and help others.
Even though they had been putting in the work from the start with Amway, Mitch and Deidre found themselves at just a 3% success rate after a year and a half. Their next step was to decide their next move. Feeling determined, they sat down with pen and paper to map it out. The brainstorming session led them to make a "100 Dreams" list which included small things like a new wall unit for their living room and big goals like becoming Australia's first Crown Ambassadors.
As the years progressed at its own pace, Mitch and Deidre found themselves achieving every milestone together. And today the energetic couples are Australia's first Crown Ambassadors and first Founders Crown Ambassadors, and their organisation is one of the most dynamic networks in the world.
As Mitch puts it, "Deidre and I have never set out to be number one, we’ve just focused on our dreams and goals, improving ourselves and never quitting.”
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Quotes from Amway leadership
Beyond income potential, the Amway opportunity also fosters personal growth and meaningful connections. This is increasingly important at a time when loneliness is recognized as a growing global concern. In 2025, more than one million people around the world chose Amway to help them build businesses and relationships, and we believe that number will only continue to grow.
When you look at what your organization does and stands for, look at it in two categories: timeless values, things that shouldn’t change, and everything else, which is available for change.
As the wellness industry continues to evolve, The Future of Wellness report plays a critical role in identifying and understanding emerging trends and providing insights that guide product innovation and strategic direction. Amway is committed to helping people live better, healthier lives around the world, and sponsoring this research reinforces our dedication to providing meaningful solutions to the global community.
We're going to be okay. We're together. We're here. Amway is still Amway. The foundations that were so attractive and powerful and maybe when you first signed up when you first heard about Amway that energy and that excitement is still here even though we've gone through some challenges.
Amway recent news & updates
Amway concluded its fourth annual Amway Cares Week of Service
Amway concluded its fourth annual Amway Cares Week of Service from August 5-7. With housing and safe play space initiatives, over 1,000 Ada-based employees have volunteered across West Michigan for more than 6,000 hours.
Amway appoints Ryan Talbott as Chief Technology Officer
Amway has named Ryan Talbott as its new Chief Technology Officer. Talbott will lead over 1,000 professionals around the world to drive digital transformations, social commerce strategy, and enterprise innovation.
Amway expands Global Microbiome partnership with HEM Pharma
Amway announced plans of collaboration with South Korea’s HEM Pharma. The companies have created one of the world’s largest gut microbiome databases, with innovative health insights and product development.
Amway’s Skin Care Brands got recognized by The Skin Care Foundation
Amway’s Artistry Skin Nutrition™ skin care and g&h™ body care brands have been identified by The Skin Care Foundation to aid skin cancer prevention and awareness. With strict SPF standards, eight Amway products gained the foundation’s seal of recommendation for active sun protection.
Amway air purifiers to improve sleep quality, gains SleepScore Labs seal
In collaboration with SleepScore Labs to test its Atmosphere™ Air Treatment Systems, Amway had secured the validation seal for better sleep quality. In an 8-week study, participants experienced improved sleep with a small increase in deep sleep patterns.
The Amway way
Network marketing is a people business with an expansive network which provides a platform for certain individuals to shine as the vanguards of achievement. In this realm, Amway stands as a beacon of success with its unique business opportunity, encompassing training, mentorship, and a supportive community that fosters personal development and entrepreneurship. This approach has transformed the lives of countless individuals, enabling them to realize their dreams and build successful businesses.
In the here and now, they stand tall as the recognized leaders in the list of Amway's top earners.
Top earners in FLP are also creating histories in MLM. Get introduced to Forever Living Products top earners here.
Disclaimer: Epixel neither promotes nor supports any of the companies mentioned in this article nor their products or services. The facts published here are represented as reported in the direct selling industry. The facts don't reflect our priorities. The revenue and earnings figures of MLM earners/companies published in this article are sourced from publicly available information. If you believe any information published here is incorrect, misleading, or infringes on your rights, please contact us immediately. We will review and take appropriate action. Also, if you do not wish to be featured in our content, you may write to us to request removal.
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