Amazon's Active Seller Count Shrinks, But Average Monthly Visits Per Seller Surge 25% in a Year

According to monitoring by U.S. e-commerce data research firm Marketplace Pulse, over the past year, the average monthly visits per active seller on Amazon globally have climbed 25% to 3,544, a significant acceleration compared to the 31% cumulative growth over the previous four years.

It is reported that in 2021, this traffic metric was most prominent only on Amazon's U.S. marketplace. Currently, the trend of rising average traffic per active seller has spread to almost all Amazon marketplaces, with non-U.S. markets showing more pronounced increases. For instance, the per-seller traffic growth in Brazil, Mexico, France, Poland, and the Netherlands ranges between 40% and 57%.

Furthermore, data from SimilarWeb shows that over the past year, the total monthly visits to Amazon's 23 global marketplaces increased by nearly 5% to 5.5 billion, while the number of active sellers who received at least one piece of feedback on the platform during the same period declined by 16%. (Note: In mature markets, the Amazon app contributes more to user activity, so web traffic data may underestimate actual user engagement, compressing the growth rate of per-seller visits in these markets compared to newer markets.)

Marketplace Pulse analyzes that multiple structural pressures continue to affect sellers on the platform: tariffs and inflation have raised product costs over the past year; Chinese sellers, who make up over half of the global active sellers, persistently intensify price competition; the application of AI raises the operational complexity threshold, allowing top sellers to widen their competitive advantage; platform fees and advertising spend are, in order, the profit erosion factors sellers are most concerned about. Under the combined effect of these factors, sellers with stronger operational capabilities capture more benefits. In the U.S. market, fewer than 8,000 sellers contribute half of the third-party Gross Merchandise Volume (GMV), whereas less than three years ago, this group numbered 15,000.

The trend of seller consolidation is progressing even faster in non-U.S. markets. Data shows that the U.S. market's share of Amazon's global site traffic has decreased from 46% to 45%, while growth in other regions is more significant: Brazil's marketplace added 36 million monthly visits, with active seller count decreasing by 23%, leading to a 57% increase in per-seller visits; Mexico and India saw similar growth rates; in Europe, per-seller visit growth in France, the Netherlands, and Poland all exceeded 40%. In comparison, the U.S. market's per-seller visits increased by 19%, the lowest growth rate among the top ten marketplaces.

Additionally, Amazon's top ten marketplaces contribute 92% of global traffic and active sellers. The absolute opportunity in the U.S. market remains the largest—average revenue per seller is over $200,000 higher than in the second-largest market. Saudi Arabia's average monthly visits per seller reach 9,980—the highest globally. Since Amazon's acquisition of Souq in 2020, inherited consumer demand has grown faster than the rate of new seller onboarding, though its overall traffic ceiling is lower, limiting the range of categories it can support. Australia is the only marketplace where the number of active sellers increased over the past year.

'Sellers meeting the platform's current operational standards are receiving a historically high level of user attention. As operational barriers rise, the potential for earnings expands concurrently, a trend now covering all Amazon marketplaces,' Marketplace Pulse concluded.