Amazon continues solidifying its reputation as the top platform for aspiring e-commerce entrepreneurs, particularly in the United States. Recent data from Marketplace Pulse confirms what many sellers already suspect: launching on Amazon US dramatically increases the likelihood of early success.
According to the latest research, 73% of new sellers who joined Amazon.com in the past year successfully made at least one sale. This figure highlights Amazon US's robust ecosystem, massive customer base, and high traffic—key advantages that competitors in other regions struggle to match.
The success rate on Amazon’s US platform sharply contrasts with other international Amazon marketplaces:
These numbers suggest that market maturity and consumer traffic are key differentiators. While the US market provides fertile ground for niche and mass-market products alike, other regions lack the necessary search volume and buyer activity.
Product demand also varies significantly across countries. For instance:
This disparity explains why specialized products—from artisanal baking supplies to horse care accessories—often thrive in the Amazon US marketplace but fail to gain traction elsewhere.
While Amazon fees are often criticized—commissions, storage, logistics, and ad spend can total over 50% of the retail price—the volume of traffic and demand in the US offsets these costs. Sellers benefit from:
These factors make Amazon US profitable despite the higher upfront business costs on the platform.
Another key advantage of Amazon US is its world-class logistics infrastructure. New sellers can access nationwide fulfillment services that:
Amazon US provides a powerful low-barrier entry point for entrepreneurs looking to test a product idea or validate a business model.
Despite Amazon’s presence in 22 global marketplaces, the majority of sellers stay local:
Barriers to international growth include:
Even with Amazon’s tools, global expansion remains a significant hurdle for most e-commerce sellers.
While early success rates are promising, long-term sustainability is a different story. Only 8% of seller accounts created before 2019 remain active today. This points to high turnover, likely due to:
To build a lasting business on Amazon, sellers must continuously adapt to new rules, fee structures, and buyer behavior.
Amazon US remains the top e-commerce platform for new entrepreneurs thanks to its visibility, traffic, and logistical support. However, while the first sale may come quickly, maintaining momentum requires ongoing effort, strategic thinking, and operational discipline.
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