Amazon has 17 marketplaces worldwide, all of which allow third-party sellers to list and sell products. And through these marketplaces, Amazon offers 350 million products.
So what are all of Amazon’s global marketplaces, how are they different, and how can you get started selling on Amazon? Let’s explore the data…
Amazon’s Global Marketplaces:
- United States
- United Kingdom
- United Arab Emirates
- Saudi Arabia
- Turkey (limited categories)
Amazon also had a marketplace in China. However, as of July 2019, it is no longer operational.
How do you sell on Amazon’s international marketplaces?
With the exception of a few of Amazon’s marketplaces, shoppers who arrive at one of their online stores can find and purchase various goods — from electronic books to kitchenwares to appliances. Once a purchase is made, Amazon then ships the good to the consumer via their fulfillment network.
However, while Amazon sells many of their own products (eg. the Echo and Kindle), the majority of what’s available on the site is being sold by first- or third-party vendors.
With first-party sellers, Amazon purchases the products from the vendor wholesale and resells it.
Third-party vendors, on the other hand, have two methods of selling on Amazon.
- Sellers using Fulfillment by Amazon (FBA) store their products in Amazon’s fulfillment centers and list their items on Amazon’s platform. Then, when a sale is made, Amazon picks, packs, and ships the product on behalf of the seller.
- Sellers using Fulfillment by Merchant (FBM) list their products on Amazon but store and ship their own products when a sale is made.
What do all Amazon marketplaces have in common?
The Jungle Scout team surveyed thousands of Amazon sellers worldwide to learn about their Amazon selling experiences. And while many of the global marketplaces have some striking differences, there are also a few surprising similarities.
Most Amazon sellers are brand new to their respective marketplace
No less than 42% of all sellers surveyed have sold for two years or less. The India marketplace, in particular, has a lot of new sellers. Seventy-nine percent of respondents selling on amazon.in reported selling for two years or less.
In contrast, Canada has the highest percentage of experienced sellers. Twenty-eight percent said they’ve been selling for five years or longer.
Fulfillment by Amazon (FBA) is the preferred method of selling worldwide
Over 89% of respondents, regardless of the marketplace they sell in, use Fulfillment by Amazon (FBA).
Private label is the most popular business model
Nearly all sellers in all marketplaces (63% or higher) prefer the private label business model to all others. (Private label is a method of manufacturing and rebranding existing products to sell on Amazon.)
The only exception is Brazil. Its sellers prefer wholesale and handmade over private label and other Amazon business models.
Home & Kitchen is the most popular Amazon category in which to sell
At least 40% of all Amazon sellers surveyed sell products in Amazon’s Home & Kitchen category, regardless of their marketplace.
Brazil and Singapore, however, buck this trend. For those Amazon marketplaces, Electronics and/or Computers are the two most popular categories in which to sell.
Sellers in all marketplaces are focusing on finding products and listing optimization in 2020
At least 60% of respondents in all marketplaces told us they are focusing on optimizing their product listings in 2020. And 39% of respondents told us they are focusing on finding products to sell.
Managing Amazon PPC ads is the number one challenge all Amazon sellers face, regardless of marketplace.
For all marketplaces, at least 32% of respondents said their number one challenge they face as an Amazon seller is managing PPC ads.
The second largest challenge sellers reported was getting reviews for their products.
List of Amazon Marketplaces
Listed in order of seller popularity. Monthly traffic estimates are taken from similarweb.com.
Amazon North America
Covering the United States, Canada, and Mexico, Amazon North America is an Amazon Unified Account.
Amazon United States (amazon.com)
Traffic: 2.31 billion
The first Amazon marketplace, the United States’ Amazon is the most popular Amazon domain in terms of both traffic and seller popularity. Of all the sellers surveyed, 86% told us that they sell in the Amazon US marketplace. And 59% of sellers who sell on amazon.com live in the US.
Amazon Canada (amazon.ca)
Traffic: 133 million
Canada is the third most popular marketplace, behind the US and UK. The largest portion of Amazon Canada’s sellers are from the US (47%), with Canadians representing only 19% of amazon.ca sellers. Of those who started selling in the Canada marketplace, 21% started with less than $500.
Amazon Mexico (amazon.com.mx)
Traffic: 48.51 million
Of all the sellers surveyed, 7% sell in the Amazon Mexico marketplace. On average, sellers in this Amazon marketplace see higher monthly sales than US sellers. In fact, 52% of sellers on amazon.com.mx see sales of $10,000 or more each month. Conversely, only 41% of US sellers see monthly sales of $10,000 or more.
Amazon Europe is an Amazon Unified Account which includes the United Kingdom, France, Italy, Germany, and Spain. This type of account services 27 countries in Europe.
Though Amazon Netherlands (once a digital ebooks-only platform) is not a part of the Amazon Unified Account, it is a full-service Amazon marketplace.
Amazon UK (amazon.co.uk)
Traffic: 403.88 million
Amazon United Kingdom is the second most popular Amazon marketplace to sell in after the United States. Even still, it has less than one-fourth of the sellers amazon.com has and less traffic than the German marketplace. Nearly 30% of sellers who sell in the UK marketplace are from the UK. US sellers account for 19% of amazon.co.uk sellers, and 13% are from China.
Amazon Germany (amazon.de)
Traffic: 513.12 million
By traffic, Germany is second only to the US as Amazon’s busiest marketplace. British sellers make up the largest portion of sellers who sell in the German market (20%), followed by Americans (15%), and Chinese sellers (14%). Germans only account for 9% of amazon.de sellers.
Amazon France (amazon.fr)
Traffic: 208.34 million
Similar to Germany, the largest group of sellers in the French marketplace are from the UK (25%). However, there are more Chinese sellers in the French marketplace (14%) than US sellers (13%). Only 9.5% of sellers on amazon.fr are from France.
Amazon Italy (amazon.it)
Traffic: 187.66 million
UK sellers account for 25% of the sellers in the Italian market.
Amazon Spain (amazon.es)
Traffic: 165.36 million
Prior to the introduction of Amazon Netherlands*, Amazon Spain had the least amount of traffic of all the European markets.
Amazon Netherlands (amazon.nl)
Traffic: 533 thousand
Amazon Netherlands became a full-sized Amazon marketplace on March 10, 2020. Previously*, Amazon Netherlands only sold ebooks.
Amazon Sweden (amazon.se)
As of October 28, 2020, Amazon Sweden is the newest full-sized marketplace offered by Amazon, and the seventh in Europe.
Amazon Japan (amazon.co.jp)
Traffic: 1.01 million
Traffic-wise, Japan is the slowest of all the fully-functioning Amazon marketplaces. Chinese sellers dominate in Japan, accounting for 49% of the sellers there. That’s followed by US sellers who account for 16%.
Amazon Singapore (amazon.sg)
Traffic: 2.64 million
Of the Singapore marketplace sellers we surveyed, none are from the United States or the United Kingdom. Instead, 25% of sellers on amazon.sg are from China.
Amazon United Arab Emirates (amazon.ae)
Traffic: 15.13 million
The UAE marketplace started in 2019 following Amazon’s purchase of the Arabic online marketplace Souq. The largest portion of the UAE’s sellers are from India (25%).
Amazon Brazil (amazon.com.br)
Traffic: 53.74 million
When it comes to amazon.com.br, 17% of its sellers are from Brazil.
Amazon Australia (amazon.com.au)
Traffic: 24.11 million
Launched fully in 2017, Amazon Australia boasts a broad mix of sellers from different countries. The breakdown looks like this: 21% of Amazon Australia sellers are American, 20% are Chinese, and 18% are Australian.
Amazon India (amazon.in)
Traffic: 308.09 million
Traffic-wise, India is the fourth largest global marketplace. However, it has one of the lowest seller counts of all the marketplaces with only 4% of sellers surveyed saying they sell in the India marketplace.
Amazon Saudi Arabia (amazon.sa)
Traffic: TBD (launched on June 17, 2020)
It’s tough to know how much of an impact Amazon’s presence will have on e-commerce in Saudi Arabia. However, considering the increase in online shopping in Saudi Arabia since the coronavirus, there’s certainly room for such a well-known platform.
How to start selling in other marketplaces
Fortunately, Amazon offers a comprehensive Global Selling Guide that can help both experienced and new sellers start selling in foreign marketplaces.
Amazon’s Global Selling Guide covers:
- All of the marketplaces where third-party sellers can sell their products
- Product considerations
- Language-support considerations
- Marketplace-entry strategies
- Taxes and regulations
- How to set up an Amazon account in another country
- Payments and how they work
- Creating listings
When should you start selling in other marketplaces?
Based on which country you are in and where you’re already selling, these are the strategies we recommend:
- Stay with the US if you’re already selling in the US.
- If you’re selling in the EU, try selling in the US.
- If you’re selling in any other countries, expand into the US or the EU.
To learn more about Amazon and its sellers, check out and download our “State of the Amazon Seller” report for 2020:
*Note: This article was updated on March 10, 2020, to reflect the changes to amazon.nl.
And are you selling in multiple Amazon marketplaces? Have you been successful? If you have any tips to share, please add them to the comments below!