Overview

Amazon’s third‑party marketplace now lists roughly 9.7 million registered seller accounts worldwide, with about 1.9 million of those based in the United States. While the headline figure includes dormant and seasonal accounts, an estimated 6.2 million independent businesses are actively listing, advertising, and fulfilling orders. The swelling pool of active competitors means sellers must sharpen branding, advertising, and product‑selection strategies to preserve profitability.

Key Points

• 9.7 million registered sellers worldwide — total accounts across every Amazon marketplace as reported in the latest seller census.
• 1.9 million U.S. sellers — roughly one‑in‑five Amazon sellers operate from the United States, making it the single largest national cohort.
• 6.2 million active independent businesses — the subset of sellers who regularly list products, run campaigns, and ship orders on a consistent basis.
• >60 % of unit sales from third‑party merchants — independent sellers now generate the majority of product volume sold on Amazon.
• 1.3 million new sellers projected by end‑2025 — analysts expect this wave of fresh accounts to add about 5 % more sellers each year.
• First‑time entrepreneurs and expanding brands dominate the influx — low entry barriers and FBA logistics attract both newcomers and established manufacturers seeking an online channel.
• International sellers, especially from China, are a growing share — many non‑U.S. accounts leverage cost‑effective manufacturing and ship directly to Amazon fulfillment centers.
• Private‑label owners face rising price pressure — the surge in competitors intensifies margin compression across many product categories.

What’s Changing

1. Lowered entry thresholds — Amazon’s streamlined registration, free listing tools, and FBA fulfillment let a novice in Texas launch a product within a day, instantly exposing it to millions of shoppers.
2. Accelerated seller growth — Historical data shows an average addition of 260,000 new accounts each quarter; by 2025 the cumulative net increase reaches 1.3 million, swelling the pool of active competitors.