Recently, the latest data from Marketplace Pulse shows that the competitive landscape of sellers in Amazon's global market is changing. In the past year, the average monthly visits per active seller on Amazon have increased by 25%, reaching 3,544 times, and the growth rate has significantly accelerated. In comparison, in the previous four years, this indicator has only increased by 31% cumulatively.

This change is not only occurring in the US market but is also spreading to multiple Amazon sites globally. Data shows that in markets such as Brazil, Mexico, France, Poland, and the Netherlands, the traffic growth per single seller has reached 40% to 57%, with a growth rate significantly higher than that of the US market.

According to SimilarWeb data, the total monthly visits of Amazon's 23 global sites increased by nearly 5% year-on-year, reaching 5.5 billion times. However, data from Marketplace Pulse, based on statistics from millions of public seller stores, shows that the number of global active sellers has decreased by 16% in the past year, dropping to less than 1.56 million. Here, active sellers refer to those who have received buyer feedback at least once in the past 12 months.

Data shows that Amazon's overall consumer traffic is still growing, but the number of sellers participating in the diversion is decreasing. The report points out that in mature markets, since more and more users shop through the Amazon App, web traffic cannot fully reflect the actual activity of the platform, so the real user engagement in some markets may be higher than the statistical data.

The report believes that various pressures are driving the reduction in the number of sellers. In the past year, tariffs and inflation have pushed up the cost of goods; at the same time, Chinese sellers now account for more than half of Amazon's total number of global active sellers, further intensifying price competition. In addition, artificial intelligence technology is raising the threshold for platform operation. Mature sellers use AI to expand their advantages, while small and medium-sized sellers face greater pressure.

In terms of profits, platform fees are still the biggest concern for sellers, followed by advertising expenses. As a result, the e-commerce market is further concentrating towards large and highly efficient sellers. Currently, 50% of the GMV of third-party sellers on Amazon in the United States has been contributed by less than 8,000 sellers, while less than three years ago, this number was about 15,000 sellers.

Changes in overseas markets are even more obvious. In the past year, the proportion of Amazon's global traffic from the US market has dropped from 46% to 45%.

Amazon's Brazilian site has added 36 million visits per month, while the number of active sellers has decreased by 23%, driving a 57% increase in traffic per single seller. A similar situation has occurred in the Mexican market. The traffic in the Indian market has also increased significantly, but due to India's FDI regulations, the Amazon platform is mainly open to locally registered sellers.

In the European market, the traffic per single seller in France, the Netherlands, and Poland has increased by more than 40%. In comparison, the traffic per single seller of US sellers has only increased by 19%. Although it is still growing, it is one of the markets with the lowest growth rates among Amazon's top ten markets.

Currently, Amazon's top ten sites still account for 92% of the global total traffic and active sellers. In terms of overall scale, the United States is still the most valuable market, with the single seller revenue being more than $200,000 higher than the second largest market.

If we only look at the traffic per single seller, the Saudi Arabian market ranks first, with an average of 9,980 visits per seller per month. The report points out that after Souq platform was integrated into Amazon in 2020, the Saudi market accumulated a high consumer demand, but due to the small overall market size, the categories of goods that can be operated for a long time are still limited.

In addition, Australia is the only Amazon market where the number of active sellers has maintained growth in the past year.

The report finally points out that as the threshold for platform operation continues to increase, Amazon is becoming more and more biased towards professional operation. But for sellers who can meet the requirements of the platform, the consumer attention that each seller can currently obtain has also reached the highest level in recent years.

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Seller Home Review

The total number of Amazon sellers has decreased but the traffic of top sellers has concentrated, indicating that the market is accelerating its reshuffle. The core value lies in that the surviving sellers will enjoy a more efficient allocation of traffic. It is recommended to focus on product strength and brand barriers, focus on breakthroughs at single points, rather than blindly spreading goods.

Source: Amazon Information Original Link: https://www.amz123.com/t/4Lc5Temz