Amazon US Top Sellers Reshuffle: Chinese Sellers Reach 55.9%
Latest data shows that the number of Chinese sellers on Amazon US has surpassed that of domestic US sellers. While Chinese sellers lead in quantity and advertising investment, US brands still excel in average order value and high-margin products, contributing 65.3% of the top group's transaction value.
What are the key facts?
- 1Chinese seller proportion 55.9%
- 2US seller proportion 40.5%
- 31342 new Chinese seller positions
- 41320 fewer US seller positions
What happened?
Marketplace Pulse data indicates that by July 2026, Chinese sellers account for 55.9% of the top 10,000 sellers on Amazon US, a 13.4 percentage point increase since 2020. Meanwhile, the share of US sellers has dropped to 40.5%. Although Chinese sellers dominate in number, US sellers contribute 65.3% of GMV for the top group and have an average order value approximately twice that of Chinese sellers.
What does this mean for cross-border sellers?
This change indicates a shift in market competition. Chinese sellers must strengthen brand building to contend with local brand competition. Relying solely on low-price competition is a common pitfall that could lead to greater risks. Highest priority action: Begin market research this week to define target customer groups and brand positioning.