Breaking into e-commerce can feel overpowering. With worldwide marketplaces growing, expenses expanding, and competition forces, choosing where to begin is more vital than ever . Many new sellers ask the same question: Should I launch in the U.S. or try a less saturated market like the UK, Germany, or Canada?
Surprisingly — or perhaps not — a recent study has revealed that 73% of new Amazon sellers in the U.S. make a sale within their first 12 months. That’s an impressive figure. But what’s even more striking is how it compares with other major Amazon marketplaces: only 16% in Canada, 32% in the UK, and 38% in Germany manage to hit the same milestone.
That gap tells a powerful story — one that underscores why the U.S. continues to be the top choice for launching, testing, and scaling a product on Amazon.
What Makes the U.S. Marketplace So Seller-Friendly?
There’s no denying the U.S. marketplace is more crowded. You’re up against a flood of products, polished listings, and aggressive PPC strategies. But here’s the nuance: competition is not the same as saturation. A competitive market with high customer demand can actually be more forgiving and profitable for those who know how to play the game.
The sheer size of the U.S. consumer base gives you more opportunities to get in front of the right audience. Whether you’re selling eco-friendly kitchenware or a niche pet accessory, chances are your ideal customer is already shopping on Amazon.com — and doing so regularly.
Moreover, American shoppers are conditioned to trust and rely on Amazon for fast shipping, reliable returns, and product discovery. That translates into higher purchase intent, which is a huge advantage when launching a brand-new product.
But What About the Downsides?
Yes, U.S. seller fees are among the highest across Amazon marketplaces. Referral fees, fulfillment costs, storage fees — they all add up quickly. On top of that, advertising is more expensive in the U.S., with many sellers bidding aggressively just to appear on Page 1.
However, those costs often come with greater returns. In the event that you’re key — focusing on the proper catchphrases, optimizing your listing, managing stock effectively — you’ll construct a beneficial trade speedier within the U.S. than nearly anyplace else.
It’s too worth noticing that numerous apparatuses, highlights, and programs (like Amazon Launchpad, Premium A+ Substance, or early get to to unused dealer apparatuses) are regularly rolled out within the U.S. to begin with. . That gives American marketplace sellers a head start with the latest innovations and selling advantages.
My Perspective: Why I’d Still Start in the U.S.
Even with the complexities, the U.S. remains the smartest starting point for new Amazon sellers. Not because it’s easy — but because it offers the fastest path to meaningful data, real-world customer feedback, and scalable results.
Here’s what I’ve observed:
Sellers who start in the U.S. learn faster. You see what works and what doesn’t almost immediately.
The market is more dynamic, meaning small tweaks can lead to big improvements.
And once you’ve proven success in the U.S., expanding to other regions becomes a much more calculated move — not a gamble.
Sure, it might seem tempting to test smaller markets to avoid the “Amazon shark tank.” But in reality, those markets often move slower, are more price-sensitive, and lack the depth of opportunity that the U.S. offers.
Final Thoughts
In case you’re fair beginning your Amazon travel, do not let fear of competition direct you absent from the commercial center with the foremost potential. The numbers are clear:
the U.S. gives you improved shot at early wins and long-term development .
Of course, success still requires strategy. You need a compelling offer, great branding, optimized listings, and smart ad campaigns. But you’ll also be operating in a marketplace designed to reward those efforts — and that makes all the difference.
So if you’re on the fence, here’s the bottom line: Start where the opportunity is biggest. Start where customers are actively buying. Start in the U.S.
