Amazon US Top Sellers Reshuffle, Chinese Sellers' Share Rises to 55.9%
Latest data shows a significant change in the structure of top sellers on Amazon US, with Chinese sellers dominating in numbers due to supply chain advantages and AI operational tools. Despite US sellers maintaining an edge in GMV contribution and high-ticket branding, the market penetration of Chinese sellers continues to increase.
What are the key facts?
- 1Top 10,000 sellers on Amazon US
- 2Chinese sellers account for 55.9%
- 3US sellers account for 40.5%
- 4Top seller one-year retention rate 68.6%
What happened?
According to Marketplace Pulse, as of July 2026, Chinese sellers account for 55.9% of the top 10,000 sellers on Amazon US, a significant increase from 2020. This change reflects the leading position of Chinese sellers in terms of numbers. However, US sellers still contribute a substantial share of total GMV at 65.3%. Additionally, the average order value for US sellers is about twice that of Chinese sellers, highlighting the strong control of US brands in the high-end product market.
What does this mean for cross-border sellers?
The growth of Chinese sellers indicates that market competition will become increasingly intense, and relying solely on low-price strategies is no longer effective. Sellers need to quickly transform, enhance brand value, and innovate products to cope with the burgeoning competition. Top priority action: Develop high-value-added products and enhance brand awareness as soon as possible.