To be in the top 10,000, you need to be doing over $2.6 million in yearly revenue. What started as an idea has become a movement, with more entrepreneurs flocking to the platform every day. Some hope to get rich quick, while others go for the long haul and try to build a long lasting business.
There's one advantage they don't have, though. They don't have the largest manufacturing economy in the world. That belongs to China. Chinese sellers make up 3,331 of the top 10,000 sellers on Amazon. That leaves just 643 sellers to all other countries combined.
Now for the most important question: how many sellers are brands representing their own products on Amazon vs resellers offering many brands? By looking at the number of brands an Amazon seller has available, we're able to determine their makeup. There are 3,822 sellers that are selling on 4 or more brands on Amazon. 1,946 of those sell on more than 20 brands. This demonstrates strong representation for resellers. These sellers probably led the first gold rush into Amazon, with large communities set up to support this kind of selling. Many have predicted the demise of reselling, but many are still succeeding in this model.
We shouldn't let that exuberance overshadow the hot topic of private label sellers: 5,449 are selling on 1 or 2 brands. These are true private label sellers. They are why over $3.5 billion has been raised to acquire these companies.
Resellers are primarily from the United States, while China is very strong in going direct-to-consumer. There usually is a blurry line in the data making it hard to determine if a seller is a reseller or a private label, but SmartScout is organized to make this filtering quite easy and based on the number of brands they sell we can provide the following breakdown:
The most represented subcategory is ‘Cell Phone Basic Cases’ with 89 sellers. Almost 1% of the top sellers are in that niche.
Followed by 88 in books and 63 in healthcare products.
We wanted to see on average how many top selling ASINs these sellers had. For resellers, they have on average 18.5 ASINs that do over $10k a month and that makes up 53% of sales. PL averages 14.4 top ASINs and making up 76% of their sales.