Amazon’s international markets remain a mystery when it comes to revenue breakdowns. The company doesn't disclose earnings for each country individually, instead reporting all non-U.S. sales as a collective figure.
While international marketplaces are smaller than the U.S. Amazon market, their combined revenue adds up to a significant portion of Amazon’s global sales. But just how big are these markets?
Using SmartScout, we analyzed the top millions of ASINs across different marketplaces to estimate their size — and the findings may surprise you.
Why Amazon’s International Market Sizes Are Hard to Track
Amazon’s earnings calls provide only a single aggregated number for international sales, leaving sellers with little transparency on which countries are performing best.
Some third-party web traffic analysis tools offer a glimpse into site visits, but traffic alone doesn’t paint the full picture. What matters is revenue—and that requires an ASIN-level approach.
At SmartScout, we’ve dug into the data to uncover the real size of each Amazon marketplace, giving brands and sellers the insights they need to make informed expansion decisions.
Is Expanding to International Amazon Markets Worth It?
One of the most frequently discussed growth opportunities for Amazon sellers is expanding into Europe. Markets like Germany, the UK, and France present attractive opportunities but also come with regulatory hurdles, tax complexities, and logistical challenges.
Some brands successfully expand overseas, while others find that international growth distracts from maximizing their U.S. presence. If you haven’t fully optimized your U.S. sales, spreading resources too thin could do more harm than good.
Japan: The Overlooked Amazon Market
While most discussions focus on European expansion, one of the most underrated Amazon markets is Japan.
Japan’s Amazon marketplace ranks among the top globally, yet it remains one of the least talked about among sellers. However, entering this market isn’t as straightforward as Europe — the language and character barriers make everything from listing optimization to customer service more complex.
Even as we built Japan’s marketplace tracking into SmartScout, working with non-Latin characters created unique challenges. That alone can deter brands from making the leap.
The Big Question: Should You Expand or Focus on the U.S.?
Amazon’s non-U.S. markets, when combined, represent a massive opportunity. But even when grouped together, they don’t match the size of the U.S. market alone.
So the real question is: Should you diversify, or should you double down on dominating the U.S.?
Key Takeaways for Amazon Sellers
- International markets are significant, but they don’t rival the U.S. in sheer size.
- European expansion is often discussed, but regulatory complexity can make it a tough move.
- Japan is an underrated Amazon market, but the language barrier presents challenges.
- Expanding internationally can be profitable, but only if it doesn’t pull focus away from maximizing U.S. sales.
For sellers and brands considering international expansion, the best approach is to evaluate market potential, logistics, and resource allocation before making the leap.
Want to see real data on international Amazon markets? SmartScout gives you a complete breakdown of Amazon’s global sales landscape—check it out today!
