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Around the World – Focus on Amazon Marketplaces Worldwide

The vast Amazon network offers numerous perspectives. We will show you which Amazon marketplaces you should definitely keep an eye on.

In recent years, Amazon has experienced rapid growth and has become the world's largest online marketplace. Amazon is strongly represented not only in the USA and Europe, but also in other parts of the world where the marketplace is growing in importance. In this blog post, we take you on a mini world tour through the Amazon universe and take a look at the Amazon marketplaces worldwide. We answer the question "In which countries is Amazon available in 2024?" and show you how relevant each Amazon marketplace is in an international comparison.

Amazon Marketplaces Worldwide: Amazon North America

USA: The Largest and Most Competitive Marketplace

The most famous and largest Amazon marketplace is undoubtedly the US market. It currently accounts for about 68.8% of Amazon's revenue and records almost three billion website visitors every month. The great potential of the US market makes Amazon.com interesting for German companies. However, the figures also show that Amazon.com is the most competitive and saturated marketplace. A successful product launch often requires a considerable marketing budget to position itself sustainably in the marketplace. Although Amazon.com primarily targets sellers based in the USA, a large number of sellers are located outside the country – for example, more than half of the top sellers on the US marketplace are from China.

Canada and Mexico: Growing Presence

Similar to the European "Unified Account", US sellers can set up a unified seller account. This not only includes the USA but also covers Canada and Mexico. This gives you the opportunity to create listings on one, two, or all three marketplaces and reach a broad audience.

To expand the customer base, the Canadian Amazon marketplace also offers opportunities for US sellers. In 2013, the company introduced Amazon Prime in Canada and has since developed it into the leading service in the market. In 2021, Amazon.ca topped the e-commerce market in Canada with revenues of $9.8 million, followed by Walmart and Costco. In 2024, Amazon.ca continues to enjoy great popularity with around 184 million visitors per month.

Amazon.com.mx has grown to become one of the largest marketplaces in Latin America since its launch in 2015. Currently, about 100 million visitors find their way to the trading platform each month. Within the country, Amazon Mexico competes primarily with other e-commerce platforms based in Central and South America, such as Mercado Libre and Coppel, as well as the American company Walmart.

Amazon Marketplaces Worldwide: Amazon South America

Brazil: The Largest Amazon Market in South America

Latin America is one of the fastest-growing e-commerce markets worldwide. Amazon has long been focusing on South America and opened the first South American Amazon marketplace in Brazil in 2012. Besides Amazon, MercadoLibre and Americanas.com are the main players in the Brazilian e-commerce market.

Colombia and Chile: New Marketplaces in the Future

In 2023, Amazon planned to further expand its presence in South America with market launches in Colombia and Chile. However, the launches scheduled for February and April 2023 were not realized as planned. To date, the exact times for the new launch dates in these countries are not yet known. Over the last six years, Amazon has recorded at least one new market entry each year, but 2023 is an exception in this regard.

Amazon Marketplaces Worldwide: Amazon Europe

Germany & United Kingdom: The Leaders in Europe

Measured by search volume and Amazon revenue, Germany and the United Kingdom are the largest European marketplaces. Amazon Germany attracts over 500 million visitors each month and hosts a number of top sellers. With $37.6 billion in Amazon revenue in 2023, Germany also ranks as the second highest-grossing Amazon marketplace worldwide, followed by the United Kingdom with $33.6 billion in revenue. The UK marketplace attracts a proud 400 million visitors each month.

France, Italy & Spain: The Middle Field

Although not as busy as Germany and the United Kingdom, the French Amazon marketplace attracts around X million visitors per month. The most purchased products in French online commerce are fashion and footwear items. Popular items also include electronics, groceries, and household appliances. Comparable to Amazon.fr, the Italian marketplace currently sees about 170 million visitors each month. Like in France, Amazon also leads the e-commerce market in Italy.

Spain ranks behind France and Italy in the international comparison of European countries. On Amazon.es, an average of 140 million interested parties are found monthly. The Spanish marketplace is typically considered by sellers on Latin American marketplaces as the first entry into Europe.

Netherlands: Amazon Catching Up

Especially for German retailers, the Netherlands offers an ideal entry market for internationalization, as the consumer habits are very similar to those in the DACH region. Here, however, Amazon is not yet the leading marketplace. In the Netherlands, Bol.com still dominates the market - but Amazon is catching up. In addition to growing visitor numbers, Amazon.nl currently also records a longer stay and a lower bounce rate than Bol.com.

Sweden, Poland, and Belgium: The Smaller Amazon Marketplaces in Europe

Sweden only recently received an Amazon marketplace and averages 15.6 million visitors per month in the first quarter of 2024. Its reach is comparable to Poland. While it was previously possible for sellers to store goods in Amazon fulfillment centers in Poland and sell from there, the country has had its own Amazon marketplace since 2021, currently attracting an average of 16 million visitors per month, slightly surpassing Sweden.

Since September 2022, Belgium has also been part of the Amazon universe and currently attracts about 200,000 visitors per month. Here, Amazon was already known before: Previously, the Belgians had ordered from Amazon.fr and Amazon.de. It remains to be seen how well Amazon will be able to compete against the Dutch competitors Coolblue and Bol, who currently dominate the Belgian market.

Amazon Marketplaces Worldwide: Amazon Middle East

Turkey: Amazon Struggles

Amazon has been active in Turkey since 2018. Here, however, the e-commerce giant seems to have difficulty establishing itself. In a survey by the Istanbul Chamber of Foreign Trade from November 2020, foreign companies cited the weak domestic currency and therefore declining margins as the biggest problem in gaining a foothold in Turkey. Instead of Amazon, people in Turkey primarily order from the online marketplace Hepsiburada.

United Arab Emirates and Saudi Arabia: Amazon as the Successor to Souq.com

Amazon started operations in both countries following the acquisition of the online shopping website Souq.com. In the first quarter of 2024, Amazon.ae recorded an average of 24.1 million visitors. There are currently three fulfillment centers in the United Arab Emirates, all located in Dubai. Further site openings are planned for 2024 and 2025. Amazon Saudi Arabia currently has about 16.2 million visitors per month, lagging behind the neighboring state.

Amazon Marketplaces Worldwide: Amazon Asia

Japan: No. 4 in International Comparison

With $26 billion in Amazon marketplace revenue in 2023, Japan, like in 2022, ranks fourth among the highest-grossing Amazon marketplaces worldwide. It is one of the fastest-growing marketplaces in Asia. This is evident in the first quarter of 2024, during which about 596.2 million visitors per month found their way to Amazon.co.jp. The most popular categories on the marketplace include Otaku products, electronics, and toys.

India: An Emerging Market

The Indian Amazon marketplace has long proven itself as one of the most attractive Amazon marketplaces worldwide, with about 300 million visitors per month, especially for those who already collaborate with factories in India. The potential of Amazon.in is substantial, and many domestic and foreign players vie to conquer this rapidly developing market. Here, Walmart's subsidiary Flipkart is considered one of the most popular e-commerce platforms in the country and thus Amazon's biggest competitor.

Singapore: In the Shadow of Lazada, Shopee, and Amazon.com

Amazon.sg is the official Amazon marketplace in Singapore and recorded about 7.3 million visitors per month in the first quarter of 2024. However, Amazon currently operates only one fulfillment center in Singapore, which means there is still potential for market development. This may also be a reason why Amazon.com is currently more popular in Singapore than the local Amazon marketplace. Currently, the e-commerce platforms Lazada and Shopee, which dominate the market in Singapore, are positioned ahead of both Amazon.com and Amazon.sg.

Amazon Marketplaces Worldwide: Amazon Africa

Egypt: The First Step into Africa

Since 2021, Amazon has also been present on the African continent, specifically in the Pyramid State of Egypt. Similar to its sister portals in Saudi Arabia and the United Arab Emirates, Amazon Egypt replaced the locally based e-commerce shop Souq.com. Amazon.eg currently attracts around 17 million visitors per month.

South Africa and Nigeria: New marketplaces in the Future

Similar to South America, further market entries were also planned in Africa with South Africa (February 2023) and Nigeria (April 2023). These countries are particularly interesting as they would connect the central and southern parts of the continent. However, these market entries have not yet been realized as previously anticipated.

Amazon Marketplaces Worldwide: Amazon Oceania

Australia: From Imports to Own Fulfillment Centers

In 2017, a dedicated Amazon Marketplace was established in Australia. While Amazon was already active in Australia before, the trade volume was greatly limited as Amazon imported goods into Australia and did not maintain its own fulfillment centers in Down Under. This often resulted in long delivery times for Australian customers. Alongside eBay and Gumtree Australia, Amazon is now one of the most popular e-commerce websites in the country, with currently around 67.9 million visitors per month.

Conclusion: Keeping an Eye on Amazon Marketplaces Worldwide

In recent years, more countries have been equipped with their own Amazon marketplace. This development is not yet complete, as the planned market entries in Nigeria, South Africa, Chile, and Colombia underscore. While the US marketplace remains the most significant in terms of search volume and revenue on Amazon, it is also worth looking at other Amazon marketplaces if you as a seller want to be successful internationally. Besides Germany, the United Kingdom, and Japan, demand in India is also increasing, opening up new and interesting perspectives. The expansion into emerging Amazon marketplaces offers sellers worldwide enormous opportunities to present their products to a new audience and increase their sales. However, sellers must also understand the challenges and regulatory requirements of each market and prepare accordingly. If you want to expand and extend your Amazon business to international marketplaces, a good agency with a focus on Amazon can help you overcome market entry barriers and successfully conquer Amazon marketplaces worldwide.

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