Of the 67,416 active Amazon seller storefronts captured in The Sellers Index dataset (January–February 2026), 69.7% are registered in China — a share that holds above 65% in every marketplace analysed. The USA marketplace hosts the largest single cohort at 38,088 storefronts. Home & Kitchen is the leading category by seller count at 10,215.
Data as of February 2026. Sample universe: 67,416 active Amazon seller storefronts.
Dataset overview and marketplace distribution
The Sellers Index dataset captures 67,416 active Amazon seller storefronts collected during January and February 2026. The scrape targets three primary English-language marketplaces: USA at 38,088 storefronts (56.5% of the total), UK at 21,920 (32.5%), and France at 7,247 (10.7%). Germany, Italy, and Spain marketplaces are not meaningfully represented in this dataset — Germany returned only 4 storefronts and Italy 138 — so no marketplace-level claims are made for those regions. Every storefront in the dataset includes a product count. 93.5% carry a verified seller rating, and 99.99% carry a primary category assignment. The average seller lists approximately 4 products across their storefront. This coverage makes the dataset particularly useful for US- and UK-focused outreach, competitive intelligence, and compliance research, where sample sizes are large enough to draw statistically meaningful conclusions about the full seller population.
| Marketplace | Storefronts scraped | Share of dataset | CN-origin sellers | CN-origin % | Avg rating |
|---|---|---|---|---|---|
| USA | 38,088 | 56.5% | 27,462 | 72.1% | 4.68 |
| UK | 21,920 | 32.5% | 14,740 | 67.2% | 4.57 |
| France | 7,247 | 10.7% | 4,764 | 65.7% | 4.56 |
| Total | 67,416 | 100% | 46,983 | 69.7% | — |
Seller origin: China dominates every marketplace
Across all three marketplaces combined, 46,983 of the 67,416 storefronts — 69.7% — are registered in mainland China. The next largest origins are the United States at 7,886 storefronts (11.7%) and the United Kingdom at 6,325 (9.4%). Hong Kong accounts for an additional 2,120 storefronts (3.1%), and adding those raises the combined greater-China share to approximately 72.8% of the dataset. Chinese-origin concentration is highest in the USA marketplace at 72.1%, followed by the UK at 67.2% and France at 65.7%. The pattern is consistent: in every major English-language Amazon marketplace, the majority of active sellers are based outside that marketplace's home country, with Chinese-registered entities forming a commanding plurality. This has structural implications for service providers, compliance teams, and agencies targeting Amazon sellers — the addressable market is globally distributed, not domestically concentrated. For the full country-by-country breakdown, see the Amazon Sellers by Country 2026 report.
| Origin country | Storefronts | % of dataset |
|---|---|---|
| China (CN) | 46,983 | 69.7% |
| United States (US) | 7,886 | 11.7% |
| United Kingdom (GB) | 6,325 | 9.4% |
| Hong Kong (HK) | 2,120 | 3.1% |
| France (FR) | 1,043 | 1.5% |
| Germany (DE) | 331 | 0.5% |
| South Korea (KR) | 246 | 0.4% |
| Canada (CA) | 243 | 0.4% |
| Vietnam (VN) | 194 | 0.3% |
| Japan (JP) | 167 | 0.2% |
Category league: Home & Kitchen leads by a wide margin
Home & Kitchen is the single largest category by seller count, with 10,215 storefronts — nearly 19% more than the second-ranked Electronics & Photo at 8,587. DIY & Tools comes third at 7,000 sellers. Beauty ranks fourth with 5,364 storefronts, followed by Automotive at 3,678 and Tools & Home Improvement at 3,598. Together, the top five categories account for approximately 55% of all sellers in the dataset. The concentration in tangible physical goods — tools, electronics, home furnishings — reflects the structure of Chinese manufacturing exports, which tend to cluster in product-line categories with high velocity and low differentiation. For outreach and agency targeting, this means the largest addressable segments are also the most competitive, but the tail of 15 categories still represents tens of thousands of reachable sellers. The full breakdown is in the Amazon Seller Categories 2026 report.
| Category | Seller count |
|---|---|
| Home & Kitchen | 10,215 |
| Electronics & Photo | 8,587 |
| DIY & Tools | 7,000 |
| Beauty | 5,364 |
| Automotive | 3,678 |
| Tools & Home Improvement | 3,598 |
| Sports & Outdoors | 3,419 |
| Computers & Accessories | 3,018 |
| Grocery & Gourmet Food | 2,990 |
| Health & Household | 2,627 |
| Toys & Games | 2,465 |
| Office Products | 2,275 |
| Pet Supplies | 2,146 |
| Baby Products | 2,086 |
| Garden & Outdoors | 1,002 |
Storefront quality: ratings, reviews, and product depth
Storefront quality signals vary meaningfully by seller origin. Hong Kong-registered sellers achieve the highest average rating in the dataset at 4.82 across 2,120 storefronts. US-origin sellers lead on average review count at 305 reviews per storefront, compared with 220 for German-origin, 214 for GB-origin, and 98 for CN-origin sellers. This review-count gap likely reflects tenure on the platform — established Western sellers have had more time to accumulate reviews — rather than a quality differential per se. Product depth is consistent across origins: the average storefront lists approximately 4 products, indicating that most Amazon sellers in this dataset maintain focused, narrow catalogues rather than broad multi-category stores. The 93.5% rating coverage means quality comparisons are statistically robust across the full 67,416-storefront universe. Marketplace-level quality differences are narrow: USA averages 4.68, UK 4.57, and France 4.56.
What this means for data-buyers, agencies, and compliance teams
The structural picture emerging from 67,416 storefronts has concrete implications for every category of professional that works with Amazon seller data. For US-focused lead generation and outreach agencies, the 38,088-storefront USA marketplace cohort — of which 72.1% are China-registered — signals that successful campaigns almost always require cross-border contact strategies: reaching sellers whose business addresses, email domains, and communication preferences sit in Shenzhen or Guangzhou rather than Ohio. The verified Amazon seller leads available through TSI are enriched specifically for this cross-border reality. For compliance and VAT advisory firms, the prevalence of Chinese-origin sellers across UK and France marketplaces (67.2% and 65.7% respectively) defines a large, structurally underserved client segment that continues to require post-Brexit and EU VAT registration support. For SaaS platforms and tooling vendors, the category data tells a targeting story: Home & Kitchen (10,215 sellers), Electronics (8,587), and DIY & Tools (7,000) represent the largest reachable audiences — all dominated by Chinese sellers with a demonstrated appetite for third-party productivity tooling. See the platform for filtering options across all three dimensions.
Frequently asked questions
- How many Amazon sellers are in The Sellers Index dataset?
- The Sellers Index dataset contains 67,416 active Amazon seller storefronts collected in January and February 2026 across the USA, UK, and France Amazon marketplaces. The USA accounts for 38,088 storefronts (56.5%), the UK for 21,920 (32.5%), and France for 7,247 (10.7%).
- What percentage of Amazon sellers are based in China?
- In the TSI dataset of 67,416 storefronts, 69.7% (46,983 sellers) are registered in mainland China. The proportion exceeds 65% in every marketplace analysed — 72.1% in the USA, 67.2% in the UK, and 65.7% in France. Adding Hong Kong-registered sellers (2,120 storefronts) raises the combined greater-China figure to approximately 72.8%.
- What is the most popular product category on Amazon?
- Home & Kitchen is the most common primary category in the TSI dataset, with 10,215 sellers, followed by Electronics & Photo (8,587) and DIY & Tools (7,000). The top three categories together account for 38.7% of all storefronts.
- Which Amazon marketplace has the most sellers?
- The USA marketplace has the most storefronts in this dataset at 38,088, representing 56.5% of the total. The UK has 21,920 (32.5%) and France has 7,247 (10.7%). China-origin concentration is highest in the USA at 72.1% of that marketplace's storefronts.