Amazon Marketplaces – Learn How to Sell on Amazon Global Sites

Amazon Marketplaces – Learn How to Sell on Amazon Global Sites

February 3, 2023
Author: GuoJie

As a global leader in eCommerce, Amazon provides customers worldwide access to over 350 million items across 19 online marketplaces. From China and Canada to Germany and Mexico, the company is constantly expanding its reach into new markets such as Norway, Iceland, Ireland - all of which are slated for launch this June 2020. With each geographical expansion comes exciting opportunities for third-party sellers who can list their goods/services through these vibrant digital hubs connecting buyers & sellers around the world!

What are the three biggest marketplaces of Amazon?

  1. United is the largest online retailer in the United States, with a large selection of products across multiple departments and categories.
  2. has a wide selection of products, including books, electronics, apparel, and more.
  3. offers a diverse selection of products, from books to electronics to apparel.

Amazon facilitates economic growth by providing 19 different marketplaces around the world, where third-party sellers can list and sell their products to an expansive customer base of over 350 million.

So what are all of Amazon’s global marketplaces, how are they different, and how can you start selling on Amazon? Let’s explore the data.

Amazon’s Global Marketplaces:

Amazon also had a marketplace in China. However, as of July 2019, it is no longer operational.

Marketplace Pulse predicts that Amazon may continue to bolster their presence in Europe with potential marketplaces launching soon in Ireland, Norway, or Austria - three countries conveniently located near existing European locations.

How do you sell on Amazon’s international marketplaces?

Amazon offers a vast array of products to satisfy any customer's needs, from the latest in e-reading technology and kitchenware innovations right down to household appliances. With just one purchase, shoppers will enjoy all the convenience Amazon has to offer with its swift fulfillment network - getting goods sent straight to their door!

However, while Amazon sells many of its own products (e.g. the Echo and Kindle), the majority of what’s available on the site is being sold by first- or third-party vendors.

With first-party sellers, Amazon purchases the products from the vendor wholesale and resells them.

Third-party vendors, on the other hand, have two methods of selling on Amazon.

  • Sellers using (FBA) store their products in Amazon’s fulfillment centers and list their items on Amazon’s platform. Then, when a sale is made, Amazon picks, packs, and ships the product on behalf of the seller.
  • Sellers using Fulfillment by Merchant (FBM) list their products on Amazon but store and ship their own products when a sale is made.

What do all Amazon marketplaces have in common?

Most Amazon sellers are brand new to their respective marketplace

Japan boasts a wealth of experienced marketplace sellers, with 17% selling for five years or longer - well above the global average. On the other hand, over 90% of Saudi's surveyed have been reselling for two years or less – highlighting it as an especially new and vibrant trading hub.

Fulfillment by Amazon (FBA) is the preferred method of selling worldwide

Over 91% of respondents, regardless of the marketplace they sell in, use Fulfillment by Amazon (FBA).

Private label is the most popular business model

The private label business model is a clear favorite among Amazon sellers, as nearly two-thirds of all marketplaces report they prefer this method to others. With private labeling allowing for the manufacturing and rebranding of existing products on Amazon's platform, it remains one of the most attractive avenues for online retailers today.

Home & Kitchen is the most popular Amazon category to sell in

Amazon Home & Kitchen is a thriving marketplace of sellers, with 37% surveyed engaging in the category - no matter their platform.

Only Turkey bucks this trend, with Beauty & Personal Care being an equally popular category to sell.

Sellers in all marketplaces are focusing on finding products and listing optimization in 2021

At least 57% of respondents in all marketplaces told us they focus on optimizing their product listings in 2021. And 66% of respondents told us they focus on finding products to sell.

Finding a product to sell is the number one challenge all Amazon sellers face, regardless of the marketplace

Across all marketplaces, at least 50% of respondents said their first challenge is finding a product to sell on Amazon.

The second most significant challenge sellers reported was getting support from Amazon or dealing with Amazon-related changes.

List of Amazon Marketplaces

Amazon North America

Covering the United States, Canada, and Mexico, Amazon North America is an Amazon Unified Account

Amazon United States (

Traffic3.1 billion

Language: English

Amazon US is the largest, most active marketplace out of all Amazon domains worldwide. The survey revealed that almost 80% of sellers surveyed sold their products on this popular platform and over half lived in America - demonstrating its major influence as an eCommerce hub.

Amazon Canada (

Traffic: 231 million

Language: English

Canada is the second most popular marketplace, behind the US. The most significant portion of Amazon Canada’s sellers is from the US (41%), with Canadians representing only 29% of sellers. Of those selling in the Canada marketplace, 18% started with less than $500. Canada has the second largest percentage of experienced sellers selling for 5 years or longer compared to other markets.

Amazon Mexico (

Traffic: 89.67 million

Language: Spanish

Of all the sellers surveyed, 12% sell in the Amazon Mexico marketplace. On average, sellers in this Amazon marketplace see higher monthly sales than US sellers. With 36% of sellers soaring past $10,000 in monthly sales compared to just 28% on the US platform, business owners are flocking south for lucrative opportunities on the international marketplace!

Amazon Europe

Amazon Europe is an Amazon Unified Account that includes the United Kingdom, France, Italy, Germany, and Spain. This type of account services 28 countries in Europe.

Though Amazon Netherlands (once a digital ebooks-only platform) is not a part of the Amazon Unified Account, it is a full-service Amazon marketplace.

Amazon UK (

Traffic: 569.64 million

Language: English

The United Kingdom's Amazon marketplace is a formidable opportunity for sellers, although less than that of the US and Canada. What makes it stand out from the other major markets? 43% of its merchants are local to UK shores, with others coming from China (9%) and America (13%). Taking advantage of this diverse environment could be just what your business needs!

Amazon Germany (

Traffic: 605.38 million

Language: German

The German marketplace on Amazon is one of the busiest in the world, even coming second to only that of America. Sellers from Britain make up a majority (22%), followed by those representing both China and USA at 18% and 8%, respectively - leaving Germany's own representation just 10%.

Amazon France (

Traffic: 269.79 million

Language: French

Like Germany, the largest group of sellers in the French marketplace are from the UK (22%). However, there are more Chinese sellers in the French marketplace (16%) than US sellers (10%). Only 11% of sellers on are from France.

Amazon Italy (

Traffic: 251.72 million

Language: Italian

UK sellers account for 23% of the sellers in the Italian market, followed by sellers from Spain (10%).

Amazon Spain (

Traffic: 198.45 million

Language: Spanish

Prior to the introduction of Amazon Netherlands*, Amazon Spain had the least amount of traffic of all the European markets.

Amazon Netherlands (

Traffic: 32.93 million

Language: Dutch

Amazon Netherlands became a full-sized Amazon marketplace on March 10, 2020. Previously, Amazon Netherlands only sold ebooks.

Amazon Sweden (

Traffic: 10.29 million

Language: Swedish

As of October 28, 2020, Amazon Sweden is the newest full-sized marketplace offered by Amazon, and the seventh in Europe.

Amazon Poland (

Traffic: Unknown as of March 2, 2021 launch date

Language: Polish

On Tuesday, March 2nd 2021, Amazon Poland made its grand debut with an astounding 70,000+ merchants from diverse countries around the world. Buyers everywhere can look forward to a range of captivating services and Prime membership benefits that will soon be available in this milestone launch!

Individual Marketplaces

Amazon Japan (

Traffic: 646.97 million

Language: Japanese

Chinese sellers dominate in Japan, accounting for 42% of the sellers there. That’s followed by US sellers, who account for 18%.

Amazon Singapore (

Traffic: 7.18 million

Language: English

Of the Singapore marketplace sellers we surveyed, 11% are from the United States. 17% of sellers on are from China.

Amazon United Arab Emirates (

Traffic: 21.50 million

Language: English

The UAE marketplace started in 2019 following Amazon’s purchase of the Arabic online marketplace Souq. The largest portion of the UAE’s sellers are from the UAE (27%). 17% are from China.

Amazon Brazil (

Traffic: 115.31 million

Language: Portuguese

8% of Brazil’s sellers are from Brazil. Unlike the other marketplaces that prefer the private label business model, sellers in the Brazlian marketplace prefer wholesale and handmade.

Amazon Australia (

Traffic: 44.71 million

Language: English

Amazon Australia launched with a dynamic mix of sellers from around the world in 2017 – 16% American, 25% Chinese and 19% Australian. With such an international selection available to browse, Amazon customers can now find products gathered from across the globe.

Amazon India (

Traffic: 295.51 million

Language: English

Traffic-wise, India is the fourth largest global marketplace. However, it has one of the lowest seller counts of all the marketplaces with only 4% of sellers surveyed saying they sell in the India marketplace. 78% of sellers surveyed in this marketplace are also located in India.

Amazon Saudi Arabia (

Traffic: 4.62 million

Language: Arabic

Saudi Arabia’s Amazon marketplace launched on June 17, 2020. It’s tough to know how much of an impact Amazon’s presence will have on e-commerce in Saudi Arabia. However, considering the since the coronavirus, there’s certainly room for such a well-known platform.

How to start selling in other marketplaces

Expanding your business to international markets has never been easier. Through Amazon's Global Selling Guide, sellers of all levels can access the resources and knowledge needed for exciting and lucrative opportunities abroad. From exploring entry strategies to navigating taxes, payments, listings - this guide covers it all!

Sellers will even learn how to gain valuable consumer and competitor insights with VOC. Amazon’s precise and comprehensive guide makes it possible to easily understand each step required to start selling in different countries worldwide.

When should you start selling in other marketplaces?

As an eCommerce entrepreneur, expanding into new marketplaces can be a great way to grow your business. When should this expansion begin?

It really depends on the country you’re in and which marketplaces you’re already selling in.

If you’re selling exclusively in the US, our advice is to stay there until you are confident that your product is a success before expanding further.

if you are selling in the EU, then we recommend exploring opportunities in the US marketplace.

if you are selling in any other countries outside of Europe and America, then it is wise to expand either into the US or European countries first. Before entering new markets though, it is highly important to research and define your products thoroughly – this can be achieved through inspecting customer reviews from existing marketplaces like Amazon and discovering what customers liked, didn’t like, and hoped for improvements on.

How does AI leverage Amazon sellers to sell on the global market?

With the help of AI, Amazon sellers can unlock valuable customer perspectives that provide a strategic advantage over competitors. Shulex VOC offers comprehensive reviews and guidance to uncover potential markets—enabling entrepreneurs to confidently launch in any unfamiliar market!

Amazon Global Marketplace Q&A

What is Amazon marketplace, and how it works?

Amazon Marketplace offers a platform to allow third parties to sell new or used products. Purchasing through Amazon Marketplace allows third parties to reach Amazon’s worldwide client base.

Can I use my US Amazon account in Mexico?

You can use your Amazon account in the U.S. but you may have different shipping conditions.

Is Amazon available in Mexico?

Amazon delivers certain items to most Mexican locations, although they are expensive. Fees vary by the quantity supplied, the season, and how fast it takes to deliver.

Can I buy something from Amazon and send it to Mexico?

AmazonGlobal sends our merchandise across the globe. Available products, costs, and charges may differ depending on your ordered address. To find a list of items that can be ordered internationally, please visit the search section.

How do I get Amazon MX in English?

Show some of Amazon’s apps that can change languages. Start an Amazon app on a tablet (Android, iPhone, or Android). Tap this three-line menu, then tap Settings. Countries & languages options appear in Amazon app settings. … Tap Country and Languages. Tap the English language.

You could also choose between 2 sizes: a 7×7 softcover book or a 7×9 hardback photo book. Shipped in two days. Upload your photos to Amazon Photo after writing your book. Members can receive Free shipping on Amazon Prime. All others have the same free shipping on orders of $15 or more.

The AmazonSmile program donates 0.2% of your purchase from Amazon to the charity you want. Just go and make an online purchase on Donations will be made free of charge to almost one billion charities.

Those monies received via AmazonSmile will be refunded by an affiliate of to the Foundation. The AmazonSmile Foundation donates this amount back to charities chosen by customers.

Oh! If you have an Amazon account, you may use that account for AmazonSmile. Your login information and your configuration will remain the same, giving you an easy way to see your cart, a list of items to order, and many other features.

Tactical Arbitrage helps you search wholesale lists for profitable products that sell on Amazon FBA. Tactical Arbitrage can assist you in scanning the wholesale list of your suppliers for profitable products for sale at Amazon. FBA. Join us on our journey towards a billion.

Most Amazon sellers are brand new to their respective marketplace

54% of respondents were selling within the past 2 years or longer. Saudi Arabia’s marketplace is particularly rich in fresh buyers with 90% of them selling within a year or less. Japan has the most experienced salespeople. 75% say they have sold their home for more than 5 years.

Fulfillment by Amazon (FBA) is the preferred method of selling worldwide

Over 99% of respondents used Fulfillment by Amazon regardless of their market.

Sellers in all marketplaces are focusing on finding products and listing optimization in 2021

At least 57% said they plan to optimize their products for 2021. The majority said they focus on buying a product.

Finding a product to sell is the number one challenge all Amazon sellers face, regardless of the marketplace

Approximately half of the respondents said they were most frustrated when they found something they wanted to sell on Amazon. The second biggest problem sellers had was getting support from Amazon.

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