Amazon sellers now face less competition than in 2021, with over 30% more traffic per active seller available across its global marketplaces.
Despite adding nearly a million new sellers annually, the number of active sellers has declined from over 2.4 million to under 1.9 million in four years, creating a significant opportunity for those who can successfully navigate Amazon’s evolving ecosystem.
According to new Marketplace Pulse research, while Amazon’s traffic has remained relatively stable since 2021, the reduction in active sellers has increased the monthly traffic per seller ratio from 2,162 visits per seller in 2021 to 2,837 visits per seller in 2025 – a 31% improvement.
