Amazon MarketplacesTop sellers

Amazon marketplaces

Amazon is the largest online retailer in the world. They run a marketplace on all of their websites allowing third-party sellers to sell products, totaling to 50% of total sales.

The company was founded in 1994 as "Cadabra", but later changed its name and launched online as Amazon.com in 1995. The company began as an online bookstore. The company now employs over 300,000 people worldwide.

7,359,114 feedback reviews in a month

Amazon.com is the most active, and thus largest, marketplace with 2,904,164 feedback reviews received among all sellers in a month. This is 39% of the 7,359,114 feedback reviews on all Amazon marketplaces. Second largest is Amazon.co.uk marketplace which received 1,456,814 feedback reviews. Third largest is Amazon.de marketplace which received 939,964 feedback reviews. We use the number of feedback reviews for ranking Amazon sellers.

874,725 new sellers this year, 2,995 per day

So far this year 874,725 sellers joined all Amazon marketplaces. This equals to 2,995 new sellers every day. This was mostly contributed to by 350,219 new sellers in Amazon.com, 88,807 new sellers in Amazon.in, and 68,683 new sellers in Amazon.co.uk. This is adding to the already 5 million marketplace sellers, although few of them will ever be active - many sellers end up never listing even a single product.

1,570,047 sellers have products listed for sale

Out of the over 5 million marketplace sellers only 1,570,047 have products listed for sale. This can be used as the active sellers number for Amazon marketplaces, although also relevant is 1,217,042, the number of sellers with at least one feedback review in a year. Although we think the most useful metric is the 100,000 sellers with at least $100,000/year in sales as reported by Amazon itself.

Most Amazon.com sellers sell in Electronics category

17% of the top sellers on Amazon.com have their main category as Electronics. Other popular categories are Clothing, Shoes & Jewelry at 14%, Home & Kitchen at 13%, and Health & Household at 12%. Top Amazon.com Categories has the full list of top categories.

More than 25% of sellers are based in China

A growing number of sellers on Amazon marketplace are based in China or Hong Kong. China's share of Amazon Marketplace is 25% if not higher, as estimated by the data available for the Amazon's European marketplaces.

European marketplaces cross-border sellers

European marketplaces (UK, Germany, France, Italy, and Spain) use unified seller accounts allowing to use the same seller account for selling in all marketplaces. While not all European sellers utilize this when selling internationally, most do. Amazon Europe sellers report combines all European marketplaces to analayze the success of cross-border European sellers.

65% of Amazon.com sellers use Fulfillment by Amazon (FBA)

Fulfillment by Amazon (FBA) usage is highest in Amazon.com with 65% of the top 10,000 sellers using it. Followed by Amazon Spain at 57%, and Amazon Italy at 52%. FBA usage is growing in all marketplaces, as the growing number of Prime memberships makes growing without it harder.

On avg 1,364 products listed by sellers using FBA vs. 41,660 by those who don't

Sellers using FBA have much less products listed than those who don't. For example on Amazon.com a seller using FBA on average has 1,364 products listed for sale, compared to 41,660 products listed by those not using it. This is further explored in the products listed by Amazon sellers report.

12 marketplaces

Amazon runs 12 marketplaces around the world which includes USA, UK, Germany, France, Canada, Japan, India, Italy, Spain, Mexico, Brazil, and China. They are expected to launch in Australia, and Singapore next.

This report was last updated on . All metrics mentioned are calculated by our proprietary technology allowing us to collect data and analyze e-commerce marketplaces.


Amazon USA

Amazon.com Marketplace is Amazon USA's fixed-price online marketplace which enables sellers to offer new and used items alongside Amazon's regular offerings. Customers can buy those items directly from third-party sellers.

Amazon Marketplace first launched on Amazon.com in November 2000.

Amazon UK

Amazon.co.uk is one of the oldest Amazon's marketplaces, launched in 1998 after acquiring Bookpages.co.uk, a UK online book retailer. It's the largest ecommerce website in UK, ahead of eBay UK.

Amazon marketplace launched in UK in March, 2002.

Amazon Germany

Amazon.de was originally Telebook (www.telebuch.de), Germany's leading online bookstore, which Amazon acquired in 1998 and later it became Amazon Germany as it is today. Since 2007 Amazon Prime is available to all customers. In Germany it has become the most visited and largest ecommerce website, ahead of eBay Germany.

Amazon marketplace launched in Germany in March, 2002.

Amazon France

Amazon launched Amazon.fr on August 2000, today it's the largest ecommerce store in France. Amazon offers "Amazon Premium" program since 2008, which is the French equivalent for Amazon Prime available on other Amazon websites. eBay France is common in France as well.

Amazon Canada

Amazon.ca is Canada's biggest ecommerce website. It offers Amazon Prime since 2013. However many Canadian customers also shop on Amazon USA, while a lot of sellers from there sell on Amazon Canada too. Amazon.ca launched the third-party marketplace in 2003, significantly expanding product selection. It has remained to be the strongest player in Canada, with eBay Canada in second.

Amazon marketplace launched in Canada in November, 2003.

Amazon Japan

Amazon Japan (Japanese: アマゾンジャパン) was launched in 2000, and serves Japan and Japanese-language speakers around the world. Since 2002 third-party sellers were allowed to joined the newly opened Amazon Marketplace. Amazon Prime program is available since 2007. It has become the most visited ecommerce website in Japan, even though Rakuten remains the largest ecommerce store in terms of sales.

Amazon India

Amazon.in is India's second largest ecommerce marketplace, they compete with Flipkart and Snapdeal. Launched in 2013 it is one of the fastest growing markets for Amazon. Because of Indian law only retailers located in India are allowed to sell on the marketplace. Since July 2016 Amazon Prime is available.

Amazon Italy

Amazon has been selling in Italy since 2010, when they launched Amazon.it. Since 2011 Amazon Prime program was offered to Italian customers. In Italy Amazon is the largest ecommerce website, eBay Italy is in second place.

Amazon Spain

Amazon launched Amazon.es, its Spanish store, in 2011. Since then it has grown to become the largest ecommerce website in Spain, ahead of eBay Spain.

Amazon Mexico

Launched in 2015 Amazon.com.mx is Amazon's latest marketplace. It enables sellers to offer new and used items alongside Amazon's regular offerings. Mexico is Latin America’s second-largest economy, behind Brazil. Mercado Libre also operates in Mexico.

Amazon Prime in Mexico was launched on March 7th, 2017. The service offers unlimited free shipping like in other countries for 449 pesos ($23) for the first year, before rising to 899 pesos ($46) the following year.

Amazon Brazil

Amazon launched in Brazil in Dec 2012, by opening a Kindle store. Then in August 2014 they also started selling print books.

In April 2017 marketplace was opened for third-party sellers. But it still only allows books to be sold.

Brazil is the largest market in Latin-America. MercadoLibre is the market leader in Brazil.

Amazon China

Amazon.cn (Chinese: 亚马逊中国), formerly Joyo.com (卓越网) and Joyo Amazon (卓越亚马逊), is a Chinese shopping website located in Beijing. It was acquired by Amazon.com in 2004. Since 2011 it is known as Amazon China. Amazon.cn Marketplace is Amazon's fixed-price online marketplace which enables sellers to offer new and used items alongside Amazon's regular offerings. Customers can buy those items directly from third-party sellers.

Get Data-Driven Insights About Online Retail