Average monthly traffic per active seller across Amazon’s marketplace network climbed 25% in the past year to 3,544 visits, according to Marketplace Pulse’s SimilarWeb-based tracking — a sharp acceleration from the 31% rise the same metric posted across the prior four years combined. When this measurement was first established in 2021, the U.S. stood alone as the marketplace where sellers received the most traffic relative to their numbers. That’s no longer true. The same pattern is now showing up across nearly every Amazon marketplace — and the steepest gains aren’t happening in the U.S. at all.
The Mechanic Behind the Number
The shift comes from both sides of the ratio moving at once. Combined web traffic across all 23 Amazon marketplaces grew nearly 5% to 5.5 billion monthly visits, according to SimilarWeb data, while Marketplace Pulse’s own tracking of millions of public seller storefronts shows active sellers — defined as accounts receiving at least one piece of feedback in the past year — declined 16% to under 1.56 million globally. The customer pie is growing modestly. The number of sellers dividing it is shrinking substantially. Note that raw web traffic understates real engagement in mature markets where Amazon’s app carries a larger share of activity, which compresses the measured visits-per-seller growth in those countries relative to newer marketplaces — a caveat worth keeping in mind when comparing an established market like the U.S. against a newer one.
The Steepest Gains Are Nowhere Near the US
This is the part of the story that inverts the usual assumption. Sellers in Brazil, Mexico, France, Poland, and the Netherlands all saw traffic per seller grow between 40% and 57% — while U.S. sellers saw a 19% rise, the smallest gain among Amazon’s top ten marketplaces:
- Amazon.com.br added 36 million monthly visits while its active seller count fell 23%, lifting visits per seller 57%.
- Mexico posted a similar gain, and Amazon.in showed comparable growth, though India’s foreign direct investment rules essentially restrict its marketplace to locally registered sellers.
- France, the Netherlands, and Poland all recorded visits-per-seller increases above 40%.
Amazon’s U.S. share of its global marketplace traffic shifted only from 46% to 45% — a single percentage point that masks meaningfully faster growth happening across the rest of the network underneath it.
This Is the Same Consolidation Already Reshaping the US — Just Faster Elsewhere
Several structural pressures are converging on sellers everywhere at once: tariffs and inflation have complicated the cost of goods over the past year, Chinese sellers — now more than half of Amazon’s active sellers globally — continue intensifying price competition, and AI tooling has raised the operational bar in ways that let established sellers extend their lead rather than leveling the field. Marketplace fees remain the top margin concern Amazon sellers report, closely followed by advertising spend. This is the same dynamic that produced what Marketplace Pulse’s broader 2025 research has called the “Great Compression” in the U.S. specifically: active sellers there fell from 2.4 million in 2021 to roughly 1.65 million by the end of 2025, new seller registrations hit a decade low of 165,000 in 2025 (down 44% from 2024), and yet the number of U.S. sellers earning over $1 million annually nearly doubled to more than 100,000, with sellers doing $100 million or more climbing from around 50 to 235 over four years. That’s the pattern this report shows now extending well beyond the U.S. market where it first became visible.
The result across markets, U.S. and international alike, is a marketplace that disproportionately rewards sophisticated operations: fewer than 8,000 sellers now generate half of Amazon’s U.S. third-party GMV, roughly half the 15,000 sellers who held that position less than three years ago.
What Doesn’t Change: the US Remains the Strongest Absolute Opportunity
Amazon’s top ten marketplaces continue to account for 92% of both global traffic and active sellers — the platform’s overall shape hasn’t shifted, even as growth rates diverge within it. A multi-dimensional view still confirms the U.S. as the strongest absolute opportunity, with revenue per seller more than $200,000 above the next-largest market. Saudi Arabia leads on traffic-per-seller ratio alone, at 9,980 monthly visits, largely because consumer demand inherited from Amazon’s 2020 Souq transition has outpaced seller adoption there — though its low absolute traffic ceiling limits how many categories can sustain a real business. Australia is currently the only Amazon marketplace where active seller numbers grew over the past year, worth noting as the exception to an otherwise consistent pattern.
What This Means for Sellers Already Established on Amazon.com
For a seller with a proven catalog and operational maturity, the practical read is that the same traffic-per-seller dynamic that made the U.S. attractive for years is now showing up faster in several other markets — while consolidation in the U.S. itself continues raising the bar for new entrants specifically, not for established operators who already clear it. A full breakdown of Amazon’s international marketplaces is worth reviewing before picking a target market, since the right next marketplace depends heavily on category fit and existing FBA infrastructure, not just which country posted the biggest percentage gain.
- Brazil and Mexico’s gains came with active-seller counts actually declining, meaning the opportunity there resembles less “more total sellers competing” and more “fewer sellers reaching a larger, still-growing audience” — the same setup that rewarded early, well-capitalized entrants in the U.S. years ago.
- The European gains (France, Netherlands, Poland) sit inside Amazon’s existing Pan-European FBA infrastructure, meaning a seller already operating on Amazon.de or Amazon.co.uk has a comparatively low-friction path to testing those markets.
For sellers considering expanding into Brazil, Mexico, and other Amazon marketplaces for the first time, the FDI restriction on India is worth flagging early — it’s the one major market in this data where the traffic gain doesn’t translate into an open opportunity for most outside sellers.
The Bottom Line
The operational bar has risen on every Amazon marketplace, not just the U.S. — but so has the reward for sellers capable of executing at the standard the platform now demands. The share of customer attention available to each remaining seller has never been greater, and that’s increasingly true globally rather than being a U.S.-specific phenomenon. For sellers weighing where to expand next, selling on Amazon across European marketplaces or into Latin America now means entering markets riding the same traffic-per-seller tailwind that once made the U.S. the obvious first choice — at an earlier, less saturated stage of that curve.
