Amazon Marketplaces

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 in 1995. The company began as an online bookstore. The company now employs over 300,000 people worldwide.

8,311,114 feedback reviews in a month is the most active, and thus largest marketplace with 51% of the 8,311,114 feedback reviews received on all Amazon marketplaces. Second largest is, followed by the marketplace.

903,994 new sellers this year

So far this year 903,994 sellers joined all Amazon marketplaces. This equals to 3,398 new sellers every day. This was mostly contributed to by,, and marketplaces.

2,265,203 sellers have products listed for sale

Out of millions of sellers only 2,265,203 have products listed for sale. This can be used as the active sellers number, although also relevant is 1,321,122, the number of sellers with at least one feedback review in a year. However a more useful metric is the number of sellers with at least $100,000/year in sales.

Most sell in Home & Kitchen category

15% of the top sellers on have their main category as Home & Kitchen. Other popular categories are Electronics, Sports & Outdoors, and Health & Household. Top Categories has the full list of top categories.

More than 25% of sellers are based in China

A growing number of sellers on the Amazon marketplace are based in China or Hong Kong.

European marketplaces cross-border sellers

European marketplaces use unified seller accounts allowing one account to be used to sell on all of them. While not all sellers utilize this, most do. Amazon Europe sellers report combines all European marketplaces to analayze the success of cross-border European sellers.

74% of top sellers use Fulfillment by Amazon (FBA)

Fulfillment by Amazon (FBA) usage is highest in with 74% of the top sellers using it. Followed by Amazon Spain at 60%, and Amazon Canada at 57%. FBA usage is growing in all marketplaces, as the growing number of Prime memberships makes growing without it harder.

On average 53 products listed by sellers using FBA

Sellers using FBA have less products listed than those who don't. For example on a seller using FBA on average has 53 products listed for sale, compared to 69 by those not using it. This is further explored in the products listed by Amazon sellers report.

14 marketplaces

Amazon runs 14 marketplaces around the world which includes USA, UK, Germany, France, Canada, Japan, India, Italy, Spain, Mexico, Australia, Turkey, Brazil, and China.

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

Amazon USA

Amazon USA Marketplace is Amazon USA's fixed-price online marketplace which enables sellers to offer new and used items alongside Amazon's regular...

Amazon UK

Amazon UK is one of the oldest Amazon's marketplaces, launched in 1998 after acquiring, a UK online book retailer. It's the...

Amazon Germany

Amazon Germany was originally Telebook (, Germany's leading online bookstore, which Amazon acquired in 1998 and later it became Amazon...

Amazon France

Amazon France

Amazon launched on August 2000, today it's the largest ecommerce store in France. Amazon offers "Amazon Premium" program since 2008,...

Amazon Canada

Amazon Canada is Canada's biggest ecommerce website. It offers Amazon Prime since 2013. However many Canadian customers also shop on Amazon USA, while...

Amazon Japan

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...

Amazon India

Amazon India is India's second largest ecommerce marketplace, they compete with Flipkart and Snapdeal. Launched in 2013 it is one of the fastest...

Amazon Italy

Amazon Italy

Amazon has been selling in Italy since 2010, when they launched Since 2011 Amazon Prime program was offered to Italian customers. In...

Amazon Spain

Amazon Spain

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

Amazon Mexico

Amazon Mexico

Launched in 2015 is Amazon's latest marketplace. It enables sellers to offer new and used items alongside Amazon's regular...

Amazon Australia

Amazon Australia

Amazon launched in Australia on December 4th 2017, opening for third-party sellers. Previously they only ran the Kindle store, and sold print...

Amazon Turkey

Amazon Turkey

Amazon launched in Turkey on September 19th 2018 with 1,200 sellers on day one.

Amazon Brazil

Amazon Brazil

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

Amazon China

Amazon China (Chinese: 亚马逊中国), formerly (卓越网) and Joyo Amazon (卓越亚马逊), is a Chinese shopping website located in Beijing. It was acquired by...

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