Amazon's Least Competitive Marketplace Is Now Everywhere

2026 Visits Per Active Seller - Revealed

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May 14, 2026 11:42am EDT

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Welcome. This week: A deep-dive on traffic-per-seller changes over the last year across Amazon’s global marketplaces, Rufus retired, Temu sued by Shein, eBay’s takeover rejected, and more.

IN DEPTH

Amazon's Least Competitive Marketplace Is Now Everywhere

Amazon’s average traffic per active seller climbed 25% in the past year to 3,544 monthly visits, accelerating sharply from the 31% rise the metric posted across the prior four years combined.

When the metric was first established in 2021, the U.S. stood alone as the marketplace where sellers received the most traffic relative to their numbers.

That same pattern of rising traffic per seller now extends across nearly every Amazon marketplace, and the steepest gains have occurred outside the U.S., with sellers in Brazil, Mexico, France, Poland, and the Netherlands all seeing traffic per seller grow by 40% to 57%.

Amazon’s top ten marketplaces continue to account for 92% of both global traffic and active sellers. A multi-dimensional view confirms the U.S. as the strongest absolute opportunity, with revenue per seller more than $200,000 above the next-largest market.

For sellers capable of executing at the standard the platform now demands, the share of customer attention available to each seller has never been greater. The operational bar has risen, but so has the reward – and increasingly, that’s true on every Amazon marketplace.

NEWS

Amazon retires Rufus chatbot. The new "Alexa for Shopping" assistant combines Rufus and Alexa+, embeds into search results, and adds agentic features like Auto-Buy that act on users' behalf. CNBC →
AI shoppers convert and spend more. Shopify data shows AI-referred sessions convert nearly 50% above organic search with 14% higher order values; AI-referred orders grew nearly 13x year-over-year in Q1. Shopify →
Shein sues Temu for design copying. Filed in London's High Court, Shein alleges copyright infringement "on an industrial scale"; Temu says Shein is using litigation to stifle competition. RetailDetail →
eBay rejects GameStop acquisition bid. Directors deemed Ryan Cohen's unsolicited, non-binding proposal "neither credible nor attractive," citing financing uncertainty, leverage risks, and concerns about GameStop's governance. eBay →
Amazon Now expands to seven cities. The 30-minute delivery service adds Houston, Phoenix, Denver, Austin and three other markets, targeting tens of millions of customers by year-end 2026. Supply Chain Dive →

ICYMI

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Amazon's Least Competitive Marketplace Is Now Everywhere

2026 Visits Per Active Seller - Revealed

IN DEPTH

Amazon's Least Competitive Marketplace Is Now Everywhere

NEWS

ICYMI

Rufus, ChatGPT, and the Agentic Ad Convergence

Amazon Is Regaining 1P Unit Share

How Marketplace Sellers Are Using AI

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