Marketplace Pulse: Amazon's Global Active Seller Count Drops 16%, Average Traffic Per Seller Rises 25%

On May 15th, the latest data from Marketplace Pulse reveals a significant shift in Amazon's global e-commerce seller landscape. Over the past year, the number of active sellers worldwide has decreased by 16%, falling below 1.56 million, while the average monthly traffic per active seller has increased by 25%, reaching 3,544 visits. The trend of traffic concentration is expanding globally, with markets like Brazil, Mexico, France, Poland, and the Netherlands experiencing a surge in traffic per seller of 40% to 57%, significantly higher than the 19% growth in the U.S. market. Although data from SimilarWeb shows that the combined monthly traffic across Amazon's 23 global sites grew by nearly 5% year-over-year to 5.5 billion visits, indicating overall consumer traffic remains on an upward trend, the reduction in seller numbers is intensifying market concentration. The report attributes the decline in seller count to factors including rising operational costs due to tariffs and inflation, intense price competition driven by Chinese sellers accounting for over half of global active sellers, and the increased operational barriers posed by AI technology. Regarding profitability, platform fees and advertising costs remain primary concerns for sellers. The e-commerce market is further consolidating towards larger and more efficient sellers. In the U.S., 50% of third-party seller GMV is contributed by fewer than 8,000 sellers, compared to approximately 15,000 sellers less than three years ago. The top ten marketplaces still account for 92% of global traffic and active sellers. The revenue per seller in the U.S. market is $200,000 higher than in the second-largest market, while Australia is the only Amazon marketplace where the number of active sellers is still growing. As operational barriers rise, Amazon increasingly favors professionalized operations, with qualified sellers receiving the highest level of consumer attention in recent years. [Source: Ebrun Go. This article was generated by an automated writing robot developed by Ebrun, which uses algorithms to promptly deliver e-commerce industry intelligence. This 'dog' is still young; please contact run@ebrun.com or leave comments to help it grow.]