The latest industry data reveals that the competitive landscape of global Amazon cross-border e-commerce is undergoing a silent but profound restructuring.
Marketplace Pulse research shows that the number of active Amazon sellers worldwide has decreased by 16% in the past year to less than 1.56 million.
However, in stark contrast to the decrease in “players”, the average monthly visits per remaining seller bucked the trend and increased by 25%, reaching 3,544 times.
This core data of “one drop and one rise” accurately depicts the key transformation of the platform ecology from “scale expansion” to “efficiency and quality competition”.
SimilarWeb’s monitoring data further supports that the total monthly visits to Amazon’s 23 sites around the world increased by nearly 5% year-on-year, reaching 5.5 billion times.
This means that the overall consumer traffic pie is still growing, but the number of sellers who can share the pie is decreasing, and market concentration is increasing at an unprecedented rate.
An in-depth interpretation of this set of data reveals the “survival of the fittest” driven by multiple structural pressures.
First, tariffs and inflation continue to push up the cost of goods, while Chinese sellers, who account for more than half of active sellers, have intensified price competition.
Platform fees and advertising expenditures are regarded by sellers as the main profit-eroding factors.
Secondly, the widespread application of AI tools has raised the threshold for refined operations, allowing leading sellers with technical and data capabilities to establish a more solid competitive advantage.
Data shows that less than 8,000 sellers in the U.S. market now contribute half of third-party GMV. Less than three years ago, 15,000 sellers were needed to achieve the same market share. The head effect is intensifying at a staggering speed.
Furthermore, the growth dividends of emerging markets are accompanied by more intense integration.
The number of visits to single sellers on sites such as Brazil, Mexico, and France increased by as much as 40% to 57%, far exceeding the 19% in the US market.
This shows that in the early stages of the traffic explosion in emerging markets, the “Matthew Effect” of competition has quickly emerged, and sellers who fail to quickly establish an advantage will be marginalized faster.
For the majority of Amazon cross-border e-commerce practitioners, this clearly heralds a future: the era of making money easily by placing goods on shelves has completely ended. The core of survival and development will depend on the depth of operations, the accuracy of data, and the efficiency of the supply chain.
In the face of an environment where traffic is concentrated in the head and the competition threshold is rising, how to ensure that precious traffic can be efficiently converted has become the first line of defense to hold the position.
Fierce market competition will eventually lead to supply chain stability and cost control.
In an environment where costs are high and profits are squeezed by many parties, a business that cannot see the true profits is tantamount to running blindly.
Behind the data that the number of Amazon sellers worldwide dropped by 16%, while the traffic of single sellers increased by 25%, is a profound ecological evolution.
This evolution requires sellers to continuously improve their competitiveness to adapt to the new market environment.
Only in this way can we continue to shine on the Amazon cross-border e-commerce stage and achieve our own development and breakthroughs.
