American sellers have dropped below 50% nearly two years ago. However, Chinese sellers have grown above 50% only recently, as there is a small percent

American Sellers Lost Amazon to China

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2025-01-16 16:00:09

American sellers have dropped below 50% nearly two years ago. However, Chinese sellers have grown above 50% only recently, as there is a small percentage of sellers in other countries. Based on Marketplace Pulse research, Chinese sellers now represent more than 50% of the top sellers on Amazon.com, with U.S. sellers representing roughly 45% and the rest in the U.K., Canada, or other countries. China’s share of all active sellers is even higher. (Some international sellers incorporate in the U.S., so American sellers’ actual share is lower than 45%)

Amazon acknowledged the Chinese seller market share on its marketplace for the first time in the annual Form 10-K filing with the SEC in February 2024, calling it “significant.” However, it was significant years before Amazon called it out — their share has steadily increased for nearly a decade on Amazon.com in the U.S. and its other worldwide marketplaces.

In November 2024, Amazon introduced Amazon Haul, a new section on Amazon to buy directly from sellers in China. It is a small experiment; still, in December, Amazon heavily discounted it by subsidizing the discount (offering as much as 60% off everything). According to Marketplace Pulse data, 100% of Amazon Haul sellers are based in China, just like Temu, which Haul attempts to copy.