Among global e-commerce platforms, Amazon's US marketplace stands out as the most effective starting point for new sellers. Data reveals that over 73% of new sellers achieved their first sale on this platform in the past year—a success rate that significantly outperforms Germany (38%), the UK (32%), and Canada (16%). This dominance cements Amazon's pivotal position in cross-border e-commerce.
Unmatched Traffic Potential
The US marketplace offers unparalleled traffic potential through its massive user base. Over the past four years, active sellers have experienced average traffic growth exceeding 30% , translating to greater visibility and substantially higher chances of making that crucial first sale.
Niche Market Opportunities
The American market demonstrates remarkable receptiveness to specialized products that might struggle elsewhere. Comparative search data illustrates this advantage:
"Sourdough starter jars" generate 26,766 monthly searches in the US versus just 179 in Australia.
"Beard oil" sees 26,773 monthly searches stateside compared to 6,323 in the UK.
These figures indicate that even sellers offering obscure products can find their audience by strategically selecting inventory, thereby boosting their initial sales success.
Mature Ecosystem Advantage
Amazon's well-developed infrastructure provides another critical edge. The platform's comprehensive suite of tools—including logistics solutions and marketing services—creates an operational environment where new sellers can:
• Launch businesses with greater ease
• Scale operations efficiently
• Achieve incremental sales growth
Balancing Challenges With Opportunity
While the US marketplace presents fee pressures and competitive intensity, its combination of robust traffic, niche market potential, and industry-leading first-sale success rates makes it the premier testing ground for new sellers. Entrepreneurs taking their first steps on this global platform gain not just market exposure, but access to the tools needed to build sustainable businesses.
For e-commerce newcomers, Amazon's US marketplace remains fertile ground—offering the visibility, infrastructure, and market dynamics to transform entrepreneurial aspirations into thriving ventures.