More than 2,000 new sellers join the Amazon Marketplace every day. This growth is invisible to shoppers, but confirms Amazon's position as the platform of choice for entrepreneurs.
According to Marketplace Pulse research, since 2018, Amazon has added nearly 5 million sellers. About 40% of them joined the US marketplace, and the rest joined one of the 20 international marketplaces (sellers who sell on multiple marketplaces are counted at once). Brazil is one of those international markets and is one of the fastest growing markets in terms of Amazon traffic and therefore in terms of the number of sellers.
The size of the marketplace is unseen to shoppers, who rarely view all the products on the first page of search results, let alone the second and subsequent pages. Amazon has been growing sales by expanding its seller base and assortment for a long time. Instead, sellers have joined the competition for the limited choices that consumers ultimately see. The items they sell, the traffic they bring to Amazon, and the impact their marketing has.
The top 11 TP3T sellers are critical. They have been selling on Amazon for years and account for at least half of all sales. The thousands of people who join every day don't have the same experience, buying and long term perspective. So even though there aren't any individual sellers, and shoppers most likely won't notice, the best-selling sellers are more important than an influx of often unreliable sellers. Many new sellers never get an order, but at least 35% sellers do. They replace sellers who have stopped selling; thus, the market is constantly stirring and expanding.
Sellers continue to flock to Amazon despite multiple evolutions in the registration process, changes in fees, an evolving competitive landscape, and the introduction of new alternatives. There's no reason to think that this business model is becoming less popular or that sellers are seeing fewer and fewer opportunities - it's a byproduct of Amazon's market share in many markets.
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