You won't believe it, but according to the latest market research for 2025, Japan has become the only Amazon market where local sellers are still in the majority, at 54%! This is in stark contrast to other Amazon markets where Chinese sellers are increasingly dominant and the percentage of local sellers continues to shrink. This is an important market signal for Taiwan's cross-border sellers and Amazon sellers.
What may be holding you back from entering the Japanese market is a misunderstanding of this unique market structure. The Canadian marketplace has only 41 TP3T of local sellers and relies almost entirely on cross-border sellers. The U.S. marketplace, Amazon's oldest and largest, is home to only 341 TP3T of local merchants, a significant drop from previous years.
The analysis considered active sellers in Amazon's most mature markets, defining "active" as having received at least one seller review in the past year and "mature" as having more than 50,000 sellers. The trend suggests that Japan's position as the last bastion for local sellers is about to falter.
The results are quite impressive, with more than 50% of new seller registrations in the Japanese marketplace coming from Chinese merchants in 2024, a pattern that is reflected in all major Amazon marketplaces. The UK has the lowest proportion of new Chinese seller registrations at 47%, while Mexico has a high of 68% and the US 62%. These figures emphasize the trend of Chinese sellers continuing to gain market share in Amazon's global marketplace network.
The proportion of local sellers in the European marketplaces (Germany, Italy, France and Spain) is lower than 20%, reflecting the dominance of Chinese merchants and the nature of cross-border sales within the EU. Many European sellers are choosing to sell in multiple neighboring countries rather than focusing solely on their home market.
At the end of the article I will tell you how to seize this market opportunity. The Canadian market's local seller share of just 41 TP3T underscores the fact that the market has been completely dominated by cross-border sellers, with US sellers accounting for 121 TP3T and Chinese merchants dominating at 421 TP3T.
These figures reflect Amazon's evolution from a retail platform to a global cross-border business infrastructure, where the physical location of the seller becomes less and less important as long as it makes good use of Amazon's logistics network. For Taiwan's cross-border brands, understanding the composition of sellers in each market will help them formulate more precise globalization strategies.
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