Amazon sellers generating million-dollar revenues have nearly doubled to over 100,000 globally, defying marketplace maturation predictions and confirming that reduced competition has created greater opportunities for those who remain active.
According to new Marketplace Pulse research analyzing seller revenue distribution across Amazon’s global marketplaces, the number of sellers exceeding $1 million in annual sales has grown from 60,000 in 2021 to over 100,000 today. More striking: over 230 sellers now generate $100 million or more annually on a single marketplace, up from approximately 50 four years ago.
This growth occurred despite a 10% reduction in active sellers with products listed from a peak of 3 million. The paradox reveals how Amazon has evolved from a platform for entrepreneurial experimentation into infrastructure for established commerce. As weaker competitors exit due to growing challenges, including Amazon’s ever-increasing fees, ongoing tariff uncertainty, and sustained margin pressure, those who adapt capture disproportionate rewards.
The numbers confirm that Marketplaces Power Law has intensified rather than diminished – in the U.S., just 2% of sellers generate over 50% of total revenue. The 31% improvement in traffic per seller since 2021 means successful sellers face less competition for customer attention, even as overall marketplace GMV continues expanding.
The U.S. marketplace demonstrates the clearest path to substantial revenue. Of the 235 $100 million sellers, 146 operate on Amazon.com, with 43% of all U.S. marketplace sellers generating $100,000 or more annually, compared to a global average of 19%. Germany follows with 34% of sellers reaching $100,000, then the UK and Japan, each with 31%.
Yet the composition reveals ongoing shifts in marketplace dynamics. Of the 146 top-tier U.S. marketplace sellers, 22 are Chinese companies and 117 are U.S.-based. However, at the million-dollar threshold, 57% of the approximately 51,000 Amazon.com sellers are Chinese and 39% are American, reflecting the broader trend of Chinese sellers increasing their market share to more than 50% on Amazon.
The revenue distribution confirms what Marketplaces Power Law has always predicted: concentration drives opportunity. The top revenue bands grew faster than lower tiers, indicating successful sellers are pulling further ahead as the marketplace matures. For those who can navigate Amazon’s increasingly complex environment, the data shows that the opportunity has never been greater. For everyone else, the declining seller count suggests it has never been harder.
