Marketplace Pulse research indicates that Amazon has added nearly 5 million new sellers since 2018, affirming its status as the top choice for global entrepreneurs. Each day, approximately 2,000 sellers join the platform, though this significant expansion often goes unnoticed by everyday shoppers.
About 40% of these new sellers are based in the U.S., with notable increases also occurring in Brazil and other international markets. Despite the influx of new merchants, only a few gain significant visibility due to the competitive nature of the marketplace.
The bulk of Amazon’s sales are driven by the top 1% of sellers, who have been on the platform for years, contrasting with many newcomers who struggle to secure even a single sale. Still, around 35% of new sellers find some level of success, keeping the marketplace vibrant and continuously expanding. This ongoing growth underscores Amazon’s enduring appeal, even as it navigates changes in registration processes, fees, and an evolving competitive landscape.
