Marketplace in 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 Italy Amazon is the largest ecommerce website, eBay Italy is in second place.

74,376 new sellers this year

So far this year 74,376 sellers joined the marketplace. This equals to 280 new sellers every day. During the last month alone 9,939 new sellers joined. This is more than on other months this year.

151,383 sellers have products listed for sale

There are 151,383 sellers with products listed for sale. Although not all of them will have sales, as many are not price competitive. That's why only 35,732 sellers received a feedback review in a month. However during past 12 months 88,006 sellers received at least one feedback review. These three figures combined illustrate the size of the active sellers pool of the marketplace.

57% of sellers use Fulfillment by Amazon (FBA)

Fulfillment by Amazon (FBA) is used by 57% of the top sellers. Thanks to FBA many of the sellers on marketplace are not based in Italy, as it enables international sellers to offer the same two-day shipping guarantee.

On average 23 products listed by sellers using FBA

On average a seller has 105 products listed for sale. Those who use FBA have 23 products listed on average, less than those who don't use FBA at 71 products listed. This is because listing FBA products requires physically sending items to Amazon. This is further explored in the products listed by Amazon sellers report.

Most sellers sell in Elettronica category

26% of the top sellers have their main category as Elettronica. Other popular categories are Casa e cucina, Sport e tempo libero, and Bellezza. Top Categories has the full list of top categories.

315,978 feedback reviews in a month

All sellers received a total of 315,978 feedback reviews in a month. Top sellers accounted for 83% of that. During the last 12 months on average 376,770 feedback reviews were received monthly, thus the current number is below the average, indicating that this is the slower period of the year. European marketplace

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 analyze the success of cross-border European sellers.

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

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