Imagine walking into a massive online shopping mall featuring merchants from around the world. Who emerges victorious in this fierce competition to become the true "revenue champions"? A recent report about Amazon's top sellers reveals some surprising truths and prompts reflection on the future direction for Chinese sellers.
The ecommerce analytics platform ecommerceDB recently released a significant report titled "Amazon Sellers: Market Insights and GMV Data Research." This comprehensive study not only reveals the latest rankings of Amazon's top sellers but also provides in-depth analysis of their success strategies. While Chinese supply chains hold pivotal importance globally, Chinese sellers represent a relatively small proportion among Amazon's "top-tier sellers." Why is this the case?
Anker's Strategic Shift: Beyond Amazon Dependence
As a representative Chinese seller, Anker Innovation (Anker) has consistently drawn attention for its Amazon performance. However, according to the report, while Anker maintains strong rankings across different marketplaces, it hasn't broken into the top ten. Specifically, Anker ranks 14th in the U.S. marketplace, 40th in the UK, and 12th in Germany. Does this indicate Anker has hit a growth ceiling on Amazon?
In reality, Anker initially built its business on Amazon, with 100% of its revenue once coming from Amazon B2C stores. As the company expanded, it gradually diversified into B2B operations and physical retail. Currently, Anker partners with over 40,000 retail stores worldwide, including major chains like Walmart and Best Buy, along with independent electronics retailers. This diversified strategy has reduced Anker's Amazon dependence, with online revenue proportion continuously decreasing. Therefore, fluctuations in Anker's Amazon rankings reflect this strategic evolution.
Amazon's Top Five Global Sellers: Business Models and Strategies
Who then dominates Amazon's seller rankings? Here's an examination of the top five global sellers:
1. Spreetail (Amazon U.S.) - The "Sales + Services" Ecommerce Ecosystem
Spreetail maintains an unshakable lead as Amazon's top U.S. seller, far outpacing competitors. In 2021, Spreetail achieved $702 million in sales—nearly double second-place musicMagpie. Notably, Spreetail specializes in furniture, as does third-ranked Best Choice Products. Does this suggest furniture sellers enjoy inherent advantages on Amazon?
Spreetail's success stems from building an integrated "sales + services" ecosystem. Beyond operating its own stores, Spreetail acquires brands through strategic investments and consolidates them under unified branding—similar to the popular "brand aggregator" model. Focusing on outdoor furniture aligns perfectly with U.S. market demand, given America's abundance of single-family homes. Positioning itself as the "online IKEA," Spreetail meets consumer demand for high-quality, diverse furniture options.
Founded on eBay in 2006, Spreetail initially sourced products globally for resale across platforms. After establishing eight fulfillment centers by 2008, it expanded to Walmart, Wayfair, Target, and Overstock. Beyond direct sales, Spreetail collaborates with ecommerce brands by providing strategic consulting, then storing their inventory in its fulfillment network. It manages operations across 15 platforms while handling customer service—a comprehensive approach fostering mutual growth.
2. musicMagpie (Amazon UK) - Refurbished Electronics Specialist
Ranking second globally, musicMagpie sells refurbished electronics alongside books, games, and media. The UK's £16.5 billion recyclable goods market—with only partial electronics recycling—presents significant growth potential. In 2021, musicMagpie generated $368 million in Amazon sales (plus £1.1 million on eBay). Despite trailing Spreetail in revenue, it excels in customer satisfaction with 97% positive Amazon reviews, demonstrating quality and service excellence.
3. Best Choice Products (Amazon U.S.) - Another Furniture Powerhouse
This U.S. seller ranked third with $321 million in 2021 Amazon sales. Like Spreetail, it specializes in home furnishings (both indoor and outdoor), reinforcing furniture's profitability on Amazon.
4. Woot (U.S.) - Discount Promotion Channel
Amazon acquired Woot in 2010 for $110 million. While operating an Amazon store, Woot primarily runs its independent platform featuring daily deep discounts—originally focused on electronics (like $99 iPod Nanos) before expanding into wine and apparel. Now, Woot frequently collaborates with Amazon to provide promotional channels for third-party sellers seeking rapid sales growth.
5. Orva Stores (U.S.) - Omnichannel Apparel and Home Goods
Specializing in shoes, clothing, bags, and kitchenware, Orva Stores earned $262 million in 2021. Rather than an Amazon-native success, Orva built its foundation through U.S. brick-and-mortar retail chains before expanding online—demonstrating the enduring strength of omnichannel strategies.
Market Trends and Key Takeaways
The combined $1.9 billion GMV of these top five sellers represents a substantial portion of Amazon's third-party sales. In 2021, Amazon's global GMV reached $612 billion—a significant increase from 2020's 16% growth. Third-party sellers now contribute approximately 56% of sales, with this proportion steadily rising as more merchants leverage Amazon's global reach.
Key insights emerge from analyzing these top sellers:
- Product category matters: Furniture demonstrates particularly strong potential on Amazon.
- Diversification reduces risk: Over-reliance on Amazon creates vulnerability; expanding into B2B and physical retail enhances resilience.
- Service quality differentiates: Whether selling refurbished electronics or providing comprehensive services, quality and customer experience build trust.
- Omnichannel strategies succeed: Sellers with physical retail experience often transition successfully to Amazon.
While Amazon's competitive landscape remains challenging, Chinese sellers can achieve greater success by selecting optimal categories, prioritizing service quality, and innovating business models. The potential exists for more Chinese brands to join Amazon's top seller ranks, further strengthening China's global ecommerce presence.