Chinese Sellers Now Outnumber US Sellers in Amazon US Top 10,000 for the First Time

According to the latest monitoring data from a US e-commerce intelligence and data firm, the churn rate among the Top 10,000 sellers on Amazon's US marketplace has remained largely unchanged compared to seven years ago. Currently, 68.6% of top sellers held a similar position a year ago, and 49.6% have been in the top ranks for three years, indicating that the tenure in top positions has lengthened since 2019.

The composition of sellers has undergone significant shifts. From July 2020 to the present, Chinese sellers have gained 1,342 spots in the Top 10,000, increasing their share from 42.5% to 55.9%. During the same period, US sellers lost 1,320 spots, with their share dropping from 53.7% to 40.5%. The point at which Chinese sellers surpassed US sellers in terms of quantity within the top ranks occurred approximately two years earlier than when they overtook US sellers as the dominant group among all active global sellers. In the past 12 months alone, the share of top spots held by Chinese sellers increased by 3.8 percentage points.

The turnover rate for new and established sellers has also adjusted. Among the current Top 10,000 sellers, those registered before 2019 now account for 50%, down from over 60% a year ago. Specifically, sellers registered before 2016 make up 21.9%, those registered between 2016 and 2018 account for 27.4%, new sellers registered from 2022 to 2024 represent 26.9%, and sellers who entered in the last 18 months constitute 6.3%. The lowest share belongs to sellers registered between 2019 and 2021, at just 17.5%. Many of these sellers entered during the pandemic when platform traffic peaked and have since faced competitive pressure from both newer and more established sellers.

Among newly ascended top sellers, the proportion of Chinese sellers continues to rise. Leveraging proximity to supply chains, direct factory connections, export subsidies, and the adoption of AI tools, these sellers have eroded the previous advantage US domestic sellers held in listing quality. Currently, Amazon's traffic allocation is gradually shifting from organic rankings and review accumulation towards paid promotion. Chinese sellers operating factory-direct models can accept lower product gross margins, granting them greater flexibility in promotional spending.

From a sales volume perspective, US sellers still hold a clear advantage. Within the Top 10,000 sellers, US sellers contribute 65.3% of the Gross Merchandise Volume (GMV), while Chinese sellers contribute 28.6%—the opposite of their respective quantity shares. This advantage is more pronounced at the very top: among the Top 100 sellers, US sellers account for 81.4% and contribute 93.2% of that tier's GMV. In contrast, among sellers ranked 5,001 to 10,000, US sellers make up only 34%. The average selling price for US sellers exceeds that of Chinese sellers across all tiers, with the gap most significant in the Top 100 tier. The average order value for US sellers in this tier is $47.62, compared to $22.03 for Chinese sellers.