We noticed that often products sold by merchants are not fulfilled from the local country. For example it’s not uncommon to see products shipped from China on Amazon.com. Thanks to ever-decreasing fulfilling costs most Amazon marketplaces have become global platforms. Thus we looked at where most of the sellers are based.
All countries have the majority of the sellers based locally. Amazon USA and Amazon Japan have the most local sellers, Amazon Canada and Amazon Spain have the least. Overall at least 10% of all sellers are based elsewhere, usually not even in the same continent.
Of all international sellers China has the strongest presence in all marketplaces. Chinese sellers take up 5-10% of all sellers.
All European marketplaces are sharing a lot of the sellers thus the local country’s sellers face competition from other countries. Marketplaces like Amazon Italy or Amazon France have the majority of sellers based in the home country, but other European countries have strong presence as well.
USA
Amazon USA has sellers from all continents except for Antarctica. While the US still hosts most of the sellers, 15% of the total sellers are based outside of the country.
We were surprised to see China at 10%. Amazon USA is the biggest marketplace so 10% of all total sellers is a considerable amount. It is fascinating to see so many products being offered by sellers on the opposite side of the globe.
Unlike other marketplaces Amazon USA has a lot of sellers from small countries. In total sellers from more than 100 different countries are selling on Amazon.
| United States | 84.74% |
| China | 9.97% |
| Hong Kong | 1.35% |
| United Kingdom | 0.76% |
| Canada | 0.54% |
| Japan | 0.49% |
| Thailand | 0.48% |
| India | 0.33% |
| Korea, Republic of | 0.24% |
| Germany | 0.16% |
| Israel | 0.10% |
| Singapore | 0.08% |
| Taiwan | 0.07% |
| Australia | 0.06% |
| France | 0.05% |
United Kingdom
Amazon UK is one of the oldest marketplaces and has retained strong local presence.
| United Kingdom | 77.39% |
| China | 8.08% |
| Germany | 5.19% |
| Hong Kong | 1.67% |
| United States | 1.56% |
| France | 1.15% |
| Italy | 0.98% |
| Spain | 0.62% |
| India | 0.44% |
| Japan | 0.33% |
Germany
Amazon Germany is similar to other European marketplaces. On the other hand, Germany has the lowest number of Chinese sellers.
| Germany | 75.78% |
| United Kingdom | 9.74% |
| China | 4.83% |
| France | 1.64% |
| Hong Kong | 1.35% |
| Italy | 1.34% |
| Austria | 1.03% |
| United States | 0.84% |
| Spain | 0.76% |
| The Netherlands | 0.46% |
France
Amazon France consists of mostly Europe based sellers.
| France | 51.11% |
| United Kingdom | 17.12% |
| Germany | 12.56% |
| China | 7.27% |
| Italy | 2.37% |
| Hong Kong | 2.21% |
| Spain | 1.73% |
| Japan | 0.53% |
| Belgium | 0.44% |
| The Netherlands | 0.44% |
Canada
Amazon Canada shocked by only having 42% sellers based in Canada, the lowest local presence of all marketplaces. However that can be explained by close proximity to the United States - Amazon is actively recruiting sellers based in the US to sell on Amazon.ca.
Just like Amazon USA it has a high percentage of sellers based in China.
| Canada | 42.15% |
| United States | 25.00% |
| China | 18.59% |
| Hong Kong | 4.42% |
| United Kingdom | 3.36% |
| Japan | 1.73% |
| Thailand | 0.74% |
| Germany | 0.63% |
| India | 0.63% |
| Korea, Republic of | 0.46% |
Japan
Amazon Japan has the strongest presence of local sellers, at a very high 94% of all sellers.
Most other sellers are based in other countries in Asia. There is a small presence of both United States and United Kingdom though.
| Japan | 93.83% |
| China | 4.07% |
| United States | 0.63% |
| Korea, Republic of | 0.37% |
| Hong Kong | 0.34% |
| United Kingdom | 0.24% |
| Germany | 0.06% |
| Taiwan | 0.06% |
| Singapore | 0.06% |
| Thailand | 0.02% |
Italy
Amazon Italy managed to go above 50% for local sellers based in Italy.
| Italy | 54.34% |
| United Kingdom | 14.48% |
| Germany | 12.72% |
| China | 6.15% |
| France | 3.73% |
| Spain | 2.12% |
| Hong Kong | 1.59% |
| United States | 1.15% |
| The Netherlands | 0.37% |
| Austria | 0.35% |
Spain
Amazon Spain has one of the weakest local presences - only 48% of the sellers are based in Spain.
European marketplaces made it very easy to sell across all of them so just like France or Italy it has a mix of sellers from other countries.
| Spain | 48.40% |
| United Kingdom | 15.46% |
| Germany | 12.97% |
| China | 8.14% |
| France | 3.67% |
| Italy | 3.49% |
| Hong Kong | 2.25% |
| United States | 1.50% |
| Japan | 0.51% |
| India | 0.38% |
Mexico
Amazon Mexico is Amazon's latest marketplace. Mexico sellers have a big presence at 65%, but just like in Canada, Amazon is actively promoting selling in Mexico to the US based sellers.
China, Hong Kong and Japan sellers are present as well and together add up to more than 15% of all sellers.
| Mexico | 65.34% |
| United States | 11.38% |
| China | 10.64% |
| Hong Kong | 3.46% |
| Japan | 2.97% |
| Spain | 1.98% |
| Germany | 1.23% |
| United Kingdom | 0.99% |
| India | 0.74% |
| Thailand | 0.49% |
China and India
Amazon China and Amazon India are 100% local because of the restrictions imposed by Amazon and local laws.
