Amazon’s Most Beginner-Friendly Marketplace

New seller activation rates by global marketplace.

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May 29, 2025 10:43am EDT

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This week—Amazon’s starter-friendly location, tariff legal battles, and more.

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IN-DEPTH

U.S. Is Amazon’s Most Beginner-Friendly Marketplace

Amazon’s U.S. marketplace continues to be the most conducive environment for new sellers to achieve their first sales, with over 73% of sellers who registered in the past 12 months going on to make sales.

This far outpaces other major marketplaces like Germany (38%), the UK (32%), and Canada (16%).

According to Marketplace Pulse data, nearly three-quarters of new U.S. sellers make their first sale within 12 months, while sellers in smaller marketplaces face significantly lower odds.

New Amazon sellers with sales in first year

In Canada, fewer than one in six new sellers achieved sales, while even established European markets like the UK saw only one-third of new sellers register sales within the year.

This advantage stems from the U.S. marketplace’s unique combination of massive traffic volume and micro-niche viability…

NEWS

De minimis shipments down 85%

A U.S. Customs and Border Protection director this week revealed de minimis entries had reduced from ~4 million per day to 600,000 since the presidential order that suspended the exemption for Chinese goods. That could change again though…

US court blocks Trump tariffs

A new trade court ruling is attempting to block recently implemented tariffs, finding that the president overstepped his authority by imposing sweeping increases. The government has filed an appeal, and it appears unlikely there will be a complete reversal of tariffs and/or de minimis. Read more >

Walmart now allows use of Amazon MCF

Walmart updated its shipping terms and now allows Amazon Multi-Channel Fulfillment, meaning sellers can sell on Walmart without assigning separate inventory to its warehouses. The updated terms include instructions about ensuring packages are still shipped without Amazon branding.

ICYMI

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Amazon’s Most Beginner-Friendly Marketplace

New seller activation rates by global marketplace.

IN-DEPTH

U.S. Is Amazon’s Most Beginner-Friendly Marketplace

NEWS

ICYMI

Amazon Is Less Competitive Than Four Years Ago

Trump Trade War Creates COVID-Like Dynamic

Paradoxical Tariffs Will Benefit Chinese Sellers

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