Introduction
Amazon US continues to dominate the e-commerce world in 2025. While other markets like Europe, the Middle East, and Asia are rapidly growing, Amazon US remains the #1 marketplace for global sellers. Its unmatched scale, strong logistics network, and consumer trust make it the go-to platform for ambitious brands worldwide.
In this guide, we’ll explore why the US is still leading, highlight opportunities for foreign sellers, and outline the compliance steps needed to scale successfully.
Table of Contents
- Latest Growth Figures for Amazon US
- Consumer Demand vs. Global Marketplaces
- Opportunities for Foreign Brands Entering the US
- Compliance, FDA & Tax Considerations in 2025
- Key Steps to Scaling Sustainably on Amazon US
- Final Thoughts
1. Latest Growth Figures for Amazon US
The US marketplace remains Amazon’s largest revenue driver. As of 2025:
- Amazon US generates over 40% of total global sales revenue.
- More than 60% of product sales come from third-party sellers, highlighting its openness to global brands.
- The average US shopper spends over $1,500 annually on Amazon.
- Check Helium10 if you want to go deeper on numbers
👉 Despite competition from Walmart, Target, and Shopify, Amazon US remains the default choice for online shopping in America.
2. Consumer Demand vs. Global Marketplaces
While Amazon UK, EU, UAE, and emerging regions are growing fast, US consumer demand is still unmatched:
- Prime Membership: Over 170 million Americans are Prime members in 2025.
- Diverse Demand: US buyers shop across categories — from electronics and supplements to home, beauty, and fashion.
- Innovation Adoption: New services like Amazon Fresh and Alexa shopping boost engagement.
💡 Compared to smaller marketplaces, selling on Amazon USA gives brands access to the widest buyer base.
3. Opportunities for Foreign Brands Entering the US
The US is a crowded market, but foreign brands can still win by:
- Niche positioning: Target underserved sub-categories.
- Premium branding: US consumers pay more for quality and eco-friendly products.
- Leveraging trends: Health, halal, organic, and sustainability products see consistent growth.
- Brand Registry & A+ Content: Build trust through enhanced listings and storefronts.
📈 For global sellers, Amazon US is the ultimate launchpad to scale into a multi-million-dollar brand.
4. Compliance, FDA & Tax Considerations in 2025
Selling in the US requires compliance with federal and state regulations. Key points:
- FDA Compliance: If you sell supplements, cosmetics, or food, ensure labelling, ingredient approvals, and facility registration.
- Tax Obligations: Marketplace Facilitator Laws mean Amazon collects most sales tax, but you must stay compliant with income tax reporting.
- Import & Customs: Products entering the US must meet customs clearance and safety standards (especially electronics and toys).
💡 Many foreign sellers fail not because of demand, but due to compliance oversights.
5. Key Steps to Scaling Sustainably on Amazon US
To grow long-term, sellers need more than just ads:
- Optimise Listings for Amazon SEO: Use US-specific terms (e.g., “sneakers” vs. “trainers”).
- Invest in PPC & DSP Ads: Scale visibility in competitive niches.
- Inventory Planning: Avoid stockouts — a major factor in ranking losses.
- Customer Service: US shoppers expect fast responses and easy returns.
- Diversify Fulfilment: FBA for speed, FBM as backup.
👉 The brands that scale in Amazon US 2025 focus on profitability, compliance, and customer trust.
6. Final Thoughts
While global Amazon marketplaces are expanding, Amazon US remains the #1 opportunity in 2025. Its unmatched consumer base, Prime loyalty, and strong infrastructure mean sellers worldwide still prioritise the US as their core market.
For global sellers who want to scale, the key is clear: embrace compliance, optimise for US buyers, and build a brand that lasts.