TheAmazon

2026

Marketplace

TrendsReport

WhereGlobalCommerceConverges:Adeep-divereportdecodingAmazon'sworldwidesellerecosystemanditscross-border

opportunities.

PREPAREDBYMARKETPLACEPULSE

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TableofContents

TableofContents1 ExecutiveSummary2 Methodology3 KeyTrends7 CoreMarketplaceAnalysis18 EmergingMarketplaceAnalysis41 Conclusion42

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ExecutiveSummary

Amazon'smarketplacenetworkhasreachedaninflectionpointwhereexceptionalopportunityexistsalongsideunprecedentedbarrierstoentry.Thisanalysisof11coremarketplaces

representing99%ofAmazon'ssellerecosystemreveals

fundamentalshiftsthatdeterminesuccesspatternsforsellers,agencies,andserviceprovidersin2026.

TheQuestionofOpportunity

ThisreportaddressesthecriticalquestionfacingAmazon

marketplaceparticipants:Wherearetheopportunities,and

whatdoesittaketocapturethem?Usingproprietary

MarketplacePulsescoringframeworksacrossseven

performancedimensions,weanalyzedover$500billionin

third-partyGMVtoidentifystrategicpatternsacrossAmazon'sglobalnetwork.

FiveCriticalTrends

TheStartupAdvantage:Despiteperceivedsaturation,theU.S.delivers60%first-salesuccessrateswhileothermajormarketsstruggletoreach40%.

TheCompetitionParadox:Million-dollarsellersdoubled

whiletotalsellersdeclined25%,creatingmoreopportunitybuthigherexecutionrequirements.

TheLongevityFactor:Over60%oftopsellersregisteredbefore2019,provingtimeinmarketbeatstimingthe

marketacrossallregions.

TheExpansionHesitation:69%ofsellersremainsingle-marketplaceoperatorsdespiteglobalinfrastructure,

creatingblueoceanopportunitiesforstrategicexpansion.

TheChineseDominance:Chinesesellerscrossed50%ofallactivesellersglobally,fundamentallyreshapingcompetitivedynamicsfrommanufacturingpartnertomarketplace

majority.

StrategicImplications

Amazon'sevolutionfromentrepreneurialplaygroundto

sophisticatedcommerceinfrastructurerequiresinstitutional-levelcapabilitiesfromdayone.Thedatarevealsdepth-first

strategiesoutperformgeographicexpansion,whileoperationalexcellencebecomestheprimarycompetitivedifferentiatorastrafficpersellercontinuestoimproveglobally.

Successpatternsfavormanufacturingproximity,cultural

adaptation,andstrategicpatienceovertraditionalmarketing

approaches.Themarketplaceoperatesasanincreasingly

efficientsortingmechanismwheremathematicalopportunitiesexpandthroughreducedcompetition,yetexecutionbarriers

eliminatecasualparticipation.

For2026,winnerswillbethosewhorecognizeAmazon'stransformationfromexperimentalplatformtocommercebattlegroundwheresystematicoperationaladvantages

determineoutcomes.

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Methodology

ThisreportanalyzesAmazon'sglobalmarketplaceecosystemthroughproprietaryscoringsystemsanddataanalysis

frameworksdevelopedbyMarketplacePulse.Ourmethodologycombinesfirst-partymarketplacedatawithestablishedanalyticalframeworkstoprovideactionableinsightsforsellers,agencies,andserviceproviders.

CoreMarketplaces

EmergingMarketplaces

CorevsEmergingMarketplaces

Marketplace

Est.GMV(USD)

UnitedStates

$305billion

Marketplace

Est.GMV(USD)

UAE

$1.4billion

Turkey

$1.1billion

Amazonoperates23distinctmarketplacesglobally,whichwecategorizeintocoreandemergingmarketsbasedonscaleandmaturityindicators.

UnitedKingdom$54billion

Germany

$51billion

France

$38billion

Italy

$30billion

Canada

$25billion

Spain

$17billion

SaudiArabia

$1billion

Australia

$0.5billion

Belgium

$0.5billion

Egypt

$0.4billion

Netherlands

$0.4billion

CoreMarketplacesrepresentAmazon'sestablishedmarketswith

significantsellerecosystemsandsubstantialrevenuegeneration.Toqualifyascore,amarketplacemustexceedboth$5billionin

estimatedannualGMVandmaintainover10,000activesellers.

Thesethresholdsindicatemarketswithsufficientdepthtosupportdiversesellerstrategiesandmeaningfulcompetitivedynamics.

Brazil

$15billion

India

$14billion

Japan

$13billion

Mexico

$8billion

Sweden

$0.2billion

Poland

$0.2billion

Singapore

$0.08billion

SouthAfrica

$0.03billion

EmergingMarketplacesincludeAmazon'snewerorsmaller-scale

operationsacrossEurope,theAsia-Pacificregion,andtheMiddle

East.Whilethesetwelvemarketsofferstrategicopportunitiesfor

earlymoversandnichepositioning,theirlimitedscalerestricts

comprehensiveanalysis.ThisreportexcludesIrelandfromemergingmarketplacecoverageduetoitsrecentlaunchtimeline,providing

Irelandn/a

insufficientdataformeaningfulassessment.

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MarketplaceScoringFramework

DISTRIBUTIONSCORE

Whatitreveals:Howevenlymarketplacerevenuespreadsacrosssellertiers,indicatingpowerlawconcentration.

Howit'scalculated:GMVconcentrationacrossfoursellerrevenuetiers($10M+,$1M-$10M,$100K-$1M,<$100K).

Higherscoresindicatebalanceddistribution;lowerscoresreflectconcentrationamongtopsellers.

ACTIVATIONSCORE

Whatitreveals:Thelikelihoodofnewsellersachievingtheirfirstsalewithintwelvemonthsofregistration.

Howit'scalculated:Directpercentageofsellers

registeredinthepastyearwhoreceivedatleastonefeedbackrating,indicatingsalesactivity.

EachoftheelevencoreAmazonmarketplacesreceivessevenscoresrangingfrom0-100,designedtocapturedistinctaspectsofmarketplaceopportunityandcompetitivedynamics,alongwithafinalTotalOpportunityScore.

LONGEVITYSCORE

Whatitreveals:Howconduciveamarketplaceistolong-termsellersustainabilityandbusinessdevelopment.

Howit'scalculated:Weightedanalysisofsellersurvivalratesacrossregistrationcohortsfrom2016-2025.Oldercohortsreceivehigherweightingtoemphasizethe

difficultyofsustainedmarketplacesuccess.

DIVERSITYSCORE

Whatitreveals:Thegeographicconcentrationofamarketplace'ssellerbaseandsusceptibilitytosingle-countrydominance.

Howit'scalculated:ModifiedHerfindahl-Hirschman

Indexmeasuringcountryrepresentationbalance.Perfectdiversityscores100,single-countrydominancescores0.

SCALESCORE

Whatitreveals:Howquicklysuccessfulsellersreach$1millioninannualrevenuewithineachmarketplace.

Howit'scalculated:Weightedtime-to-scaleanalysisofcurrentmillion-dollarsellersbrokendownbyannual

registrationcohorts(e.g.<1yearago,1-2yearsago,etc.),withfasterscalingperiodsreceivinghigherweights.

REVENUESCORE

Whatitreveals:Averagesellerrevenuegenerationcapabilityrelativetoglobalmarketplacestandards.

Howit'scalculated:EstimatedmarketplaceGMVdividedbyactivesellers,comparedacrossallmarkets.

TRAFFICSCORE

Whatitreveals:Theavailabilityofcustomertrafficpersellercomparedtoglobalmarketplacebenchmarks.

Howit'scalculated:Traffic-to-sellerratioanalysisusingmonthlymarketplacevisitsdividedbyactivesellercount,scoredrelativetoglobalaverages.

TOTALOPPORTUNITYSCORE

Whatitreveals:Comprehensivemarketplace

attractivenesscombiningallperformancedimensionswithstrategicweighting.

Howit'scalculated:Weightedcompositeofallscores:

Revenue(25%),Traffic(20%),Scale(15%),Longevity(15%),Activation(10%),Distribution(10%),andDiversity(5%).

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SellerClassification

Activesellersaredefinedasthosewhoreceivedatleastonecustomerfeedbackratingintheprecedingtwelvemonths,

indicatingactualsalesactivityratherthandormantaccounts.

Registeredsellersencompassallselleraccountscreatedwithinamarketplace,regardlessofactivitylevel.

ForbusinessesoperatingacrossmultipleAmazonmarketplaces,

eachmarketplacepresencecountsasaseparateseller.BusinessAsellinginboththeU.S.andUKrepresentstwosellersinour

analysis,reflectingthedistinctoperationalandcompetitivechallengesofeachmarket.

TrafficAnalysis

DomaintrafficestimatesutilizeSimilarWebdatatoassess

marketplacevisitorvolumeandengagementpatterns.ThesemetricsprovidecontextforsellercompetitionintensityandmarketsizecomparisonsacrossAmazon'sglobalnetwork.

RevenueEstimation

SellerrevenueandGMVcalculationsemployproprietary

MarketplacePulseframeworksthatincorporatevelocitydataandpricinganalysis.Theseestimatesenableaccuraterevenue

distributionanalysisandscalingspeedcalculationswhile

maintainingselleranonymity.AllGMVestimatesrelatetothird-partyGMVonly.Forclarityandcomparativepurposes,all

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internationalrevenuefiguresareconvertedbacktoUSDbasedonSeptember2025exchangerates.

AnalyticalApproach

Ourmethodologyprioritizesdata-driveninsightsoverconventionalwisdom.

Thescoringframeworkidentifiesopportunitiesandchallenges

thatsurfacefrommarketplacebehaviorpatternsratherthan

theoreticalmarketconditions.Resultsundergovalidationagainstknowncompetitivedynamicsandmarketplacematurationtrendstoensureanalyticalaccuracy.

Eachscoreaddressesspecificstrategicquestionsfacing

marketplaceparticipants:Whereshouldnewsellerslaunch?

Whichmarketsrewardlong-terminvestment?Howconcentratedisthecompetitivelandscape?Thisframeworktransformscomplexmarketplacedataintoactionableintelligenceforstrategic

decision-making.

Note:AllwebtraficfiguresareSimilarWeb’sAugust2025estimates.Allotherdatapoints,unlessotherwisedetailed,aresourcedfrom

first-partyMarketplacePulsedata.

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OVERVIEW

FIVEKEYTRENDS

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KEYTREND#1

THESTARTUPADVANTAGE

TheU.S.MarketplaceRemainsthePremierLaunchPadforNewE-commerceBusinesses

Despiteperceivedsaturationandrisingcosts,Amazon'sU.S.marketplacedeliversa60%first-salesuccessratefornewsellers–significantlygreaterthanGermany's

42%andtheUK's33%.Thisadvantagestemsfromacombinationofsheervolumeand,asabyproduct,unmatchedmicro-nicheviabilitythatallowsevenspecializedproductstofindtheiraudience.Together,theymaketheU.S.theoptimaltestinggroundfore-commerceentrepreneursin2026.

NEWAMAZONSELLERSWITHSALESINFIRSTYEAR,BYMARKETPLACE

TheU.S.marketplaceremains

remarkablyaccessiblefornew

sellers.Today'ssoftware

infrastructure–fromproduct

researchtoinventoryforecastingtodetailedanalytics–has

democratizedcapabilitiesthatwereoncereservedforenterprise

operations.Thebarrierisn'ttoolsanymore;it'sthewillingnesstolearnandadaptquickly.

YodaYee

CEO,Threecolts

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Whileindustryconversationsfocusonincreasingcompetitionandrisingfees,thedatarevealsthattheU.S.marketplacehasbecomemoreaccessible,notless.Over30%moretrafficperactivesellerisnowavailablecomparedtofouryearsago,creatingexpandedopportunitiesfornewentrants.

Thegapisbothsignificantandstructural.TheU.S.marketplace'smassivesearchvolumeenablesmicro-nicheviabilitythatsimplydoesn'texistelsewhere.Searchtermslike"sourdoughstarterjar"generateover20,000monthlysearchesintheU.S.comparedtolessthan200inAustraliaandzeroinSaudiArabia.

"Beardoil"registersover25,000monthlysearchesintheU.S.,comparedtolessthan50inSaudiArabia.

Thismicro-nichedepthmeanstheU.S.marketplacefunctionsasatruego-to-marketplatform,whilesmallermarketplacesoftenserveonlyassupplementarychannels.EvenestablishedEuropeanmarketslackthesearchvolumetosupportdeepspecialtycategoriesthatthriveinAmerica.

StrategicImplications

ForNewSellers:TheU.S.marketplaceprovidesunmatchedvalidationopportunities.A60%first-saleratemeansmostviablebusinessideaswillgenerateinitialtractionquickly,allowingentrepreneurstotest

marketdemandbeforesignificantinvestment.

ForServiceProviders:TheconcentrationofsuccessfulnewsellerlaunchesintheU.S.createsapredictablepipelineofbusinessesneedingfulfillment,advertising,andoptimizationservices.GermanyandJapan

representsecondaryopportunitieswithmeaningfulbutsmallersuccessrates.

ForBrandsConsideringAmazon:ThedatavalidatesaU.S.-firststrategyforAmazonmarketplaceentry,evenforinternationalbrands.Theplatform'sabilitytosurfacenicheproductstorelevantaudiences

remainsunmatchedglobally.

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KEYTREND#2

THECOMPETITIONPARADOX

MoreOpportunity,HigherBar–Million-DollarSellersDoubleWhileTotalSellersDecline

Amazon'scompetitiveparadoxintensifiedin2025:thenumberofmillion-dollar

sellershasnearlydoubledinfouryears,from60,000toover100,000,whilethetotalnumberofactivesellershasdeclinedby25%.Thewinnerscaptureexponentially

moreopportunityastraffic-per-sellergrows,butthebarforsuccessin2026andbeyondrisesasremainingcompetitorsbecomeincreasinglysophisticated.

NUMBEROFAMAZONSELLERSBYANNUALSALES,WORLDWIDE

It'sevolvedsomuchfromcasual

participationtoneeding

institutionalcapabilitiesallinonetogether.Youcan'tjustbegoodatcreative,advertising,orSEO–

you'vegottodoitall.It'samulti-disciplinaryapproach.Brandsarewakinguptothefactyoucan'tjustemploysomeonetodoAmazon.Youneeddiferentpeoplewithdiferentskillsets.

MatthewPeck

CEO,MarketRocket

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Whileoverallsellercountsdeclinedfrom2.4millionto1.8millionactivesellers,thosegenerating$1millionormoreinannualrevenuenearlydoubled.Evenmoredramatically,sellersexceeding$100millioninyearlysalessurgedfromapproximately50toover230acrossglobalmarketplaces.

ThisconcentrationeffectdemonstratesAmazon'sevolutionfromanentrepreneurialexperimentation

platformtoanestablishedcommerceinfrastructure.Themarketplace'spowerlawhasintensified–intheU.S.,just2%ofsellersgenerateover50%oftotalrevenue.

TheU.S.marketplaceofferstheclearestpathtosubstantialrevenue,with43%ofsellersgenerating

$100,000ormoreannually,comparedtoa19%globalaverage.Amongthe146sellersachieving$100millionormoreintheU.S.marketplace,117arebasedintheU.S.,while22areChinesecompanies.However,atthemillion-dollarthreshold,Chinesesellersrepresent57%ofapproximately51,000Asellers.

StrategicImplications

NumbersofsellersaredecliningbutAmazon'srevenueisstillgrowing.It'sahugeopportunityforanyonewho'salreadyinthespaceandhas

ForEstablishedSellers:Thedatavalidatesinvestmentindefensivemoatsratherthanaggressiveexpansion.Reducedcompetitioncreatestrafficadvantageswhileoperationalsophisticationbuildsincreasinglydefensiblemarketpositions.

ForNewSellers:Entryrequiresinstitutional-levelcapabilitiesfromdayone.

Professionalinventorymanagement,data-drivenadvertisingoptimization,andsupplychainintegrationhavebecomebaselinerequirementsratherthan

competitiveadvantages.

ForServiceProviders:Growingdemandshiftsfrombasicmarketplacesupporttosophisticatedoperationalconsultingassellersrequireadvancedcapabilitiesto

captureexpandedopportunities.

beenpushingforyearstogain

marketposition.There'smoreandmoresellershittingthatseven-

figuremark,sothere'salotof

opportunitytobereallysuccessfulonAmazon,butthequalityof

competitionisthebestitseverbeen.

BenMeyer

GlobalKeyAccountsLead,Xnurta

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KEYTREND#3

THELONGEVITYFACTOR

JapanLeadsSellerSustainabilityWhileVeteranSellersDominateTopRankingsGlobally

JapanboaststhehighestsellerlongevityratesinwhatisAmazon’smoststatisticallysustainableglobalmarketplace.Meanwhile,over60%ofthetop10,000sellers

acrossAmazonregisteredbefore2019,demonstratingthatlongevityremainsthestrongestpredictorofsuccessandcreatescompoundadvantagesthatnewsellersmustovercome.

Ecommerceisincreasinglyshapedbycompoundingreturnsto

experience.Veteransellershold

disproportionatemarketplacesharenotbychance,butbyreinforcing

advantagesineficiency,reviews,andbrandrecognition.Thiscreatesastructuralimbalance:marketsaretiltedtowardsthosewhohave

alreadysurvivedthetestoftime.

ChrisCarter

CEO,Melody

PERCENTAGEOFSELLERSREMAININGACTIVEAFTER5+YEARS

TOP10,000AMAZONSELLERSBY

REGISTRATIONYEAR

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Themarketplacerevealsafundamentaltruth:timeinmarketbeatstimingthemarket.Over60%ofcurrenttop

sellersonAregisteredbefore2019,withpre-2016sellersconstitutingnearly30%oftheelitegroup.Thisveterandominancehasstrengthened–fiveyearsago,onlyhalfoftopsellershadfour-plusyearsofexperience.

Whileover30%ofregisteredaccountsnevermakeasale,eventhosewhoachieveinitialtractionfacechallenging

attritionrates.Yet,survivorscaptureexponentiallymorevalue–overhalfofAmazon'sthird-partyGMVcomesfromsellerswhohavebeensellingformorethanfiveyears.

Japanstandsalonewithregardstosellerlongevity–15.5%ofsellerswhohavebeenontheplatform5+yearsarestillactivetoday,withthenexthighestCanadaatjust12.4%.

StrategicImplications

TheCompoundEffect:Veteransellersdon'tjustsurvivelonger–they

Alotmorelegacybrandsarenowcoming

ontoAmazonandtryingtotakeownership.Butwestillseenewchallengerbrands

comingthroughwithstrongbrandingthat

aredoingwellonTikTok.TikTok-firstbrandsfindthemselvesdoingtwoorthreemilliononTikTok,thenpivotingtoAmazonwithsocialproofandanestablishedcustomersbase—itmakestheswitchontoAmazonaloteasierfornewbrands.Andthereverseisbeing

adoptedasAmazonbrandssearchforotherpotentialchannellikeTikTokandTemutoofernewpotentialrevenuestreams.

GarethLloyd-Jones

CRO,Optimizon

capturedisproportionatemarketplacesharethroughoperationalefficiency,establishedreviewbases,andbrandrecognitionthattakeyearsto

replicate.

ForNewSellers:Entrystrategiesmustaccountfortheveteranadvantagegap.Quickmarketvalidationbecomescritical,butsustainablegrowth

requiresplanningfor3-5yeardevelopmentcyclestoachievemeaningfulcompetitivepositioning.

ForEstablishedSellers:Thelongevitypremiumvalidatesinvestmentin

defensivemoatsratherthanaggressiveexpansion.Marketshareprotectioninprovenmarketsmayyieldbetterreturnsthaninternational

diversification.

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KEYTREND#4

THEEXPANSIONHESITATION

InternationalOpportunityRemainsUntappedDespiteGlobalInfrastructure

DespiteAmazon's23marketplacesandsophisticatedglobalinfrastructure,69%ofsellersremainsingle-marketplaceoperators.Eventariffpressuresfailtodrive

expansion,withU.S.sellersmaintaininglessthan1%representationoutside

NorthAmerica.Thishesitationcreatessignificantopportunitiesforthestrategicminoritywillingtonavigateinternationalcomplexity.

NUMBEROFMARKETPLACESSOLDIN

Expansionhesitationoftencomes

downtotaxesandtarifs.There's

alsopotentiallyabigcostofbusinessifitdoesn'twork.Ifpeoplehave

committedtotranslations,diferentpackaging,puttingstockinto

diferentfulfillmentcenters,itcanbequiteacostlyexercise.Businessesneedtodothoroughinvestigation

beforetheyblindlylistglobally.

MatthewPeck

CEO,MarketRocket

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TheexpansionnumbersrevealastrikingdisconnectbetweenAmazon'sglobalambitionsandthebehavior

ofitssellers.Nearly70%ofsellersoperateinjustonemarketplace,whilelessthan1%aretrulyglobal,withapresencein11ormorecountries.Only6%haveexpandedtosixormoremarketplaces.

Thetarifftestprovedtelling:despitewidespreadpredictionsthatescalatingdutieswoulddrive

internationaldiversification,sellerexpansionpatternsremainedvirtuallyunchangedthroughout2025.E-commerceacceleratorPatternreported47%moreexpansioninquiries,butactualexecutionstayedflat–demonstratingthegapbetweenstrategicinterestandoperationalreality.

TrafficacrossAmazon's22non-U.S.marketplacescombinedonlymarginallyexceedsAalone.ThisconcentrationmeansthatsellersevaluatingeffortversusreturnsoftenconcludethattheU.S.marketoffersasufficientopportunity.

StrategicImplications

ForCurrentSingle-MarketplaceSellers:Thehesitationof69%createsblueoceanopportunitiesforsellerswillingtonavigateregulatory

complexity.Internationalmarketsofferlesscompetitionfrom

establishedU.S.playerswhileaccessingsophisticatedfulfillmentinfrastructure.

ForEstablishedInternationalSellers:First-moveradvantages

compoundasmostcompetitorsremaindomesticallyfocused.Chinesesellersdemonstratethisadvantage,dominatinginternational

marketplaceswhileAmericansellersstayhome.

Globalecommercehasthe

infrastructure,butnottheadoption:69%ofsellersremainconfinedtoonemarketplace.WithUSsellersunder1%outsideNorthAmerica,thereis

significantwhitespaceforstrategicexpansion.

ChrisCarter

CEO,Melody

KEYTREND#5

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THECHINESEDOMINANCE

FromManufacturingPartnertoMarketplaceMajority–TheGlobalSellerShift

Chinesesellerscrossedthe50%thresholdamongAmazon'stopU.S.sellersin2024,andthenthe

globalactivesellerbasein2025.With47-68%ofnewsellerregistrationsacrossinternational

markets,Chinesemerchantsaresystematicallycapturingmarketsharethroughmanufacturing

advantages,governmentsupport,andoperationalsophisticationthatothersellersstruggletomatch.

SHAREOFGLOBALAMAZONACTIVESELLERBASEBYBUSINESSCOUNTRY

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ThenumbersrevealasystematictakeoveracrossAmazon'sglobalmarketplacenetwork.Chinesesellersnowaccountforover50%oftheactivesellersonAmazon.Thismilestonecapsnearlyadecadeofsteadygrowth,withChinesemarketshareincreasingconsistentlysince2016.

TheshiftreflectsAmazon'sacknowledgmentinSECfilingsthat"China-basedsellersaccountforsignificantportionsofourthird-partysellerservicesandadvertisingrevenues."However,USsellersaccountfor

approximately$157billionofA’s$305billioninthird-partyGMV,comparedto$132billionforChinesesellers.TheaverageUSsellergenerates$884,958inrevenue,morethandoublethatoftheir

Chinesecounterpartsat$393,557.

Chinesesellersbenefitfrommanufacturingproximity,governmentexportsubsidies,taxrebates,andyearsofexperienceinthemarketplace.ManyaremanufacturersthemselveswithclosersupplychainintegrationthanAmericanbusinessessourcingfromChina.

StrategicImplications

ForAmericanSellers:Tariffsparadoxicallyworsencompetitivepositioning.WhenU.S.sellerssourcefromChinesemanufacturers,theypaytariffsonmarked-upwholesaleprices.Chinesemanufacturersselling

directlyfacetariffsonmanufacturingcosts–asignificantlylowerbaseline,maintainingpricingflexibilityevenwithduties.However,revenueperformance