China accounts for 69.7% of the 67,416 Amazon seller storefronts in The Sellers Index dataset — 46,983 storefronts registered in mainland China. No other country comes close: the United States is second at 11.7% (7,886 storefronts) and the United Kingdom is third at 9.4% (6,325). Adding Hong Kong pushes the China-sphere share above 72%.
Data as of February 2026. Sample universe: 67,416 active Amazon seller storefronts.
The full origin league table: 19 countries, one dominant force
The TSI dataset maps seller registration countries for all 67,416 storefronts. The origin league is heavily concentrated: the top three countries — China (CN), the United States (US), and the United Kingdom (GB) — together account for 90.8% of all storefronts. Mainland China alone (46,983 storefronts, 69.7%) outnumbers every other country combined. The next tier spans Hong Kong at 3.1% (2,120 storefronts), France at 1.5% (1,043), and Germany at 0.5% (331). South Korea and Canada each account for roughly 0.4%. Vietnam (194 storefronts), Japan (167), India (164), and Spain (159) all register below 0.3%. The remaining countries — Netherlands, Australia, Poland, Italy, Taiwan, Romania, and Singapore — each have between 65 and 114 storefronts. The concentration is not random: it mirrors the manufacturing infrastructure and e-commerce investment patterns of each country relative to Amazon's global expansion. Marketplace-level breakdowns are covered in the USA and UK reports.
| Rank | Origin country | Code | Storefronts | % of total |
|---|---|---|---|---|
| 1 | China | CN | 46,983 | 69.7% |
| 2 | United States | US | 7,886 | 11.7% |
| 3 | United Kingdom | GB | 6,325 | 9.4% |
| 4 | Hong Kong | HK | 2,120 | 3.1% |
| 5 | France | FR | 1,043 | 1.5% |
| 6 | Germany | DE | 331 | 0.5% |
| 7 | South Korea | KR | 246 | 0.4% |
| 8 | Canada | CA | 243 | 0.4% |
| 9 | Vietnam | VN | 194 | 0.3% |
| 10 | Japan | JP | 167 | 0.2% |
| 11 | India | IN | 164 | 0.2% |
| 12 | Spain | ES | 159 | 0.2% |
| 13 | Netherlands | NL | 114 | 0.2% |
| 14 | Australia | AU | 113 | 0.2% |
| 15 | Poland | PL | 107 | 0.2% |
| 16 | Italy | IT | 107 | 0.2% |
| 17 | Taiwan | TW | 92 | 0.1% |
| 18 | Romania | RO | 80 | 0.1% |
| 19 | Singapore | SG | 65 | 0.1% |
China's 69.7% share: what the data shows
Of the 67,416 storefronts in the TSI dataset, 46,983 — exactly 69.7% — are registered in mainland China. This is not evenly distributed across marketplaces: China's share is highest in the USA at 72.1% (27,462 of 38,088 storefronts), 67.2% in the UK (14,740 of 21,920), and 65.7% in France (4,764 of 7,247). Adding Hong Kong-registered sellers (2,120 storefronts, average rating 4.82) raises the combined greater-China figure to approximately 72.8% of the total dataset. The average review count for Chinese-origin sellers is 98 per storefront — significantly below US-origin sellers at 305 — but the difference largely reflects the relative recency of Chinese sellers' Amazon presence rather than product quality per se. Chinese-origin sellers' average storefront rating across the dataset is competitive with other origins. The USA marketplace's 72.1% China share is the highest of the three marketplaces and drives the majority of the dataset's cross-border origin profile.
| Marketplace | Total storefronts | CN-origin count | CN-origin % | Avg rating (all sellers) |
|---|---|---|---|---|
| USA | 38,088 | 27,462 | 72.1% | 4.68 |
| UK | 21,920 | 14,740 | 67.2% | 4.57 |
| France | 7,247 | 4,764 | 65.7% | 4.56 |
Quality signals by seller origin: ratings and review depth
Storefront quality metrics in the TSI dataset reveal a nuanced picture that challenges the assumption of a simple East-West quality divide. Hong Kong-registered sellers achieve the highest average storefront rating at 4.82 across 2,120 storefronts. US-origin sellers lead on review volume with an average of 305 reviews per storefront — more than triple the CN-origin average of 98 — reflecting the longer tenure of American sellers on the platform and their earlier adoption of review-generation strategies. UK-origin sellers average 214 reviews, German-origin sellers 220. The lowest average rating in the dataset belongs to Turkish-registered sellers at 3.86 (47 storefronts), a sample too small to draw strong conclusions from. Ratings for CN-origin sellers, while not the highest, are broadly competitive across the dataset — suggesting that product quality and fulfilment standards among Chinese sellers operating on Western Amazon marketplaces are not systematically inferior to their Western counterparts.
| Origin | Avg rating | Avg review count | Storefronts in dataset |
|---|---|---|---|
| Hong Kong (HK) | 4.82 | — | 2,120 |
| United States (US) | — | 305 | 7,886 |
| Germany (DE) | — | 220 | 331 |
| United Kingdom (GB) | — | 214 | 6,325 |
| China (CN) | — | 98 | 46,983 |
| Turkey (TR) | 3.86 | — | 47 |
What this means for agencies and compliance teams targeting sellers by country
Understanding origin-country distribution is not merely an academic exercise — it directly shapes B2B targeting strategy and compliance obligations. For outreach agencies working from a UK Amazon seller database or US list, the 69.7% China-origin concentration means the majority of reachable records will have a Chinese business address, Chinese-language contact details, and operational decision-makers based in Chinese time zones. Effective outreach therefore requires bilingual or translated sequences and an understanding of Chinese business communication norms — English-only campaigns directed at CN-origin storefronts typically see significantly lower engagement rates than those tailored for a Chinese business audience. For compliance advisory and VAT registration firms, the origin data reveals where the regulatory opportunity is largest: 14,740 Chinese-origin sellers on the UK marketplace and 4,764 on France represent the segment most likely to require ongoing post-Brexit and EU VAT support. The review-count differential — US-origin sellers averaging 305 reviews versus 98 for CN-origin — also has commercial implications: SaaS tools and PPC agencies pitching review-building or advertising services will find a more receptive audience among Chinese-origin sellers who are measurably behind on review accumulation by platform-tenure standards. Segment filters by country code are available in the TSI platform.
Frequently asked questions
- What country do most Amazon sellers come from?
- In The Sellers Index dataset of 67,416 storefronts, mainland China is the dominant origin country at 69.7% (46,983 sellers). The United States is second at 11.7% (7,886) and the United Kingdom is third at 9.4% (6,325). The top three countries together account for 90.8% of all storefronts in the dataset. China's share exceeds 65% in every marketplace analysed — 72.1% in the USA, 67.2% in the UK, and 65.7% in France.
- How many countries are represented among Amazon sellers?
- The TSI dataset identifies at least 19 distinct origin countries across 67,416 storefronts. China, US, and UK account for 90.8% of the total. The remaining 9.2% spans 16 countries including Hong Kong (3.1%), France (1.5%), Germany (0.5%), South Korea (0.4%), and Canada (0.4%). Vietnam (194 storefronts), Japan (167), India (164), and Spain (159) are also represented.
- Do Chinese Amazon sellers have lower ratings than Western sellers?
- Not systematically. In the TSI dataset, Chinese-origin sellers carry competitive average ratings across all three marketplaces. Hong Kong-registered sellers — part of the greater-China sphere — achieve the highest average rating in the dataset at 4.82 across 2,120 storefronts. Chinese-origin sellers do have lower average review counts (98) compared to US-origin sellers (305), which reflects shorter platform tenure rather than lower product quality or fulfilment standards.
- What is Hong Kong's role in the Amazon seller ecosystem?
- Hong Kong-registered entities account for 2,120 storefronts (3.1% of the dataset) and have the highest average storefront rating of any origin country at 4.82. Hong Kong-origin sellers appear across all three marketplaces in the dataset — approximately 468 storefronts on the UK marketplace, with the remainder distributed across USA and France. Combined with mainland China's 69.7%, the broader China-sphere represents approximately 72.8% of storefronts in the TSI dataset.