The USA Amazon marketplace is the largest single cohort in The Sellers Index dataset, with 38,088 active seller storefronts. Of these, 72.1% — 27,462 sellers — are registered in mainland China. US-origin sellers account for 19.8% of the marketplace. The average storefront rating across USA marketplace sellers is 4.68.
Data as of February 2026. Sample universe: 38,088 active Amazon seller storefronts.
USA marketplace overview: 38,088 storefronts, highest China concentration
The USA Amazon marketplace is the largest in the TSI dataset, containing 38,088 storefronts — 56.5% of the full 67,416-storefront universe. China-origin sellers are more concentrated here than in any other marketplace analysed: 72.1% of US marketplace storefronts (27,462 of 38,088) are registered in mainland China. US-registered sellers account for 19.8% (approximately 7,545 storefronts), while GB-origin sellers represent only 0.4% of the US marketplace — a near-inversion of the UK marketplace dynamic where GB-origin sellers hold 26.7%. The USA marketplace average storefront rating of 4.68 is the highest across all three marketplaces in the dataset, suggesting that the US market's more established and competitive environment drives higher baseline quality standards from all seller origins. US-origin sellers lead on review depth, averaging 305 reviews per storefront versus 98 for CN-origin sellers. For a cross-marketplace comparison, see UK Amazon Sellers 2026.
| Origin | Storefronts (approx.) | % of USA marketplace |
|---|---|---|
| China (CN) | 27,462 | 72.1% |
| United States (US) | 7,545 | 19.8% |
| United Kingdom (GB) | 152 | 0.4% |
| Other origins | 2,929 | 7.7% |
| Total | 38,088 | 100% |
US-origin sellers: smaller share, stronger review depth
US-registered sellers occupy 19.8% of the USA marketplace storefronts — a substantial minority, but well below the China-origin majority at 72.1%. What distinguishes US-origin sellers is not market share but review depth: an average of 305 reviews per storefront, compared with 98 for CN-origin sellers. This gap reflects tenure — American sellers were early adopters of Amazon's marketplace platform and have had more time to build review profiles — and the historical advantage of domestic proximity to the US consumer base, which tends to favour faster delivery and easier returns processing. The average storefront rating of 4.68 across the entire US marketplace means that seller quality is broadly high regardless of origin, compressing the gap between Chinese and domestic sellers on the most visible quality signal. In a market where rating differences between sellers are measured in hundredths of a point, review count and recency become the primary competitive differentiators.
Category structure in the USA marketplace
The USA marketplace's category distribution reflects both the broad dataset patterns and specific US consumer demand characteristics. Physical goods categories dominate across all origins, consistent with the Chinese manufacturing export model that underpins the 72.1% China-origin share. Home & Kitchen, Electronics & Photo, and DIY & Tools are the leading categories across the full dataset, and the US marketplace — as the largest cohort — drives a significant portion of those counts. US-origin sellers tend to skew toward categories where local sourcing provides an advantage: Grocery & Gourmet Food, Health & Household, and Baby Products, where import restrictions and consumer preferences for domestic brands create a natural barrier. For B2B service providers — agencies, SaaS platforms, compliance firms — the US marketplace's 38,088 storefronts represent the single largest addressable segment in the dataset. The full category breakdown by seller count is covered in the Amazon Seller Categories 2026 report.
What the USA dataset means for sales teams and service providers targeting US Amazon sellers
With 76% of global English-language search demand concentrated in the United States, the USA marketplace is the primary commercial focus for most B2B teams targeting Amazon sellers. The 38,088-storefront cohort is large enough to support sophisticated segmentation: category filters, origin-country filters, rating-band filters, and review-count tiers can reduce the universe to highly targeted sub-segments of a few hundred to a few thousand sellers. However, the 72.1% China-origin majority (27,462 storefronts) is the defining commercial reality: most US marketplace sellers operate from China, which means effective outreach for US-market sellers is structurally a cross-border exercise even when the target is selling into America. Verified Amazon seller leads from TSI are enriched with cross-border contact data — verified email addresses, business country, and storefront URL — to address this reality. Sales teams working email sequences into the US marketplace should expect lower open rates on English-only campaigns directed at the CN-origin majority (27,462 storefronts), and higher engagement among the 7,545 US-registered sellers where English is the primary business language. Average ratings in the 4.68 band mean the market is mature; competitive differentiation for service providers comes from category-specific expertise and understanding of the review-velocity dynamics that separate top sellers from the pack. See pricing for USA marketplace list access.
Frequently asked questions
- How many Amazon sellers are there in the United States?
- The Sellers Index dataset captures 38,088 active Amazon US marketplace storefronts collected in January and February 2026. China-origin sellers account for 72.1% (27,462), US-registered sellers for 19.8% (approximately 7,545), and other origins for the remaining 7.7% (approximately 2,929 storefronts across 17+ countries). This is the dataset's US marketplace sample, not a complete census of all Amazon US sellers.
- What percentage of US Amazon sellers are based in China?
- 72.1% of the 38,088 US marketplace storefronts in the TSI dataset are registered in mainland China (27,462 sellers). This is the highest China-origin concentration of any marketplace in the dataset — higher than the UK (67.2%) and France (65.7%). US-origin sellers account for 19.8% and GB-origin sellers for only 0.4%.
- What is the average seller rating on the Amazon USA marketplace?
- The average storefront rating across the 38,088 USA marketplace sellers in the TSI dataset is 4.68 out of 5 — the highest of the three marketplaces analysed. The UK marketplace average is 4.57 and France is 4.56. The USA's higher average likely reflects the more mature and competitive nature of the US marketplace, which drives higher baseline quality standards.
- How many reviews do US Amazon sellers have on average?
- US-origin sellers in the TSI dataset average 305 reviews per storefront — the highest of any origin country and more than triple the Chinese-origin average of 98. German-origin sellers average 220 reviews and UK-origin sellers average 214. This gap reflects longer platform tenure of Western sellers, not a systematic product quality difference.