Why Amazon Sellers Prefer the US Marketplace: The Complete Breakdown

The US Marketplace Offers the Highest Success Rate for New Sellers

Amazon's US marketplace continues to provide the most favorable environment for new sellers to make their first sale. Recent data reveals striking differences in success rates across global marketplaces:

• 73% of new US sellers make their first sale within 12 months

• 38% success rate in Germany

• 32% in the UK

• Just 16% in Canada

This overwhelming advantage persists despite increasing challenges like:

• Rising commission rates (now exceeding 50% for many sellers)

• Ongoing tariff uncertainties

• Intensifying competition

The Power of the US Market: Scale and Niche Viability

Search Volume Comparison (Monthly)

The US market's unique strength lies in its ability to support highly specialized niches that would be unsustainable in smaller markets. This creates opportunities for sellers in categories like:

• Artisan bread-making supplies

• Premium beard care products

• Equestrian equipment and care

Traffic and Seller Economics

Recent analyses show:

• 30%+ increase in traffic per active seller on Amazon

• While some smaller markets (like Saudi Arabia) show better traffic-to-seller ratios...

• ...their absolute traffic volumes remain too low to support sustainable businesses

This explains why:

• 69% of Amazon sellers operate in just one marketplace

• Only 1% of US sellers expand beyond North America

• International expansion often fails to justify the required effort

The Reality of Long-Term Success

Important caveats:

• First sales don't guarantee sustainability

• Less than 8% of seller accounts registered before 2019 remain active today

• The marketplace remains highly competitive despite the strong start-up environment

Key Takeaways for Sellers

1. Market Size Matters: The US offers unmatched scale for niche products

2. Proven On-Ramp: New sellers find their first customers fastest in the US

3. Specialization Pays: Deep niches can thrive in the US but fail elsewhere

4. Global Expansion Challenges: Most sellers wisely focus on mastering one market first

The data clearly shows why Amazon's US marketplace remains the premier destination for new ecommerce entrepreneurs, despite its competitive pressures.