A new report from Marketplace Pulse is changing the way sellers look at Amazon’s global markets. For years, gross merchandise volume (GMV) has been treated as the main sign of opportunity, but the Amazon Marketplace Trends Report 2026 shows that revenue alone doesn’t tell the whole story. Instead, it measures where sellers can actually build long-term, profitable businesses.
Using data across eleven major Amazon marketplaces, the report introduces a new scoring framework called the Total Opportunity Score. Take into account that each marketplace is generating over $5 billion in third-party GMV.
This score combines seven key dimensions: revenue, traffic, longevity, diversity, distribution, activation, and scale. Altogether, these factors highlight where sellers have the best chances to grow and stay profitable.
Unsurprisingly, the United States leads the list. With more than 547,000 active sellers and 2.69 billion monthly visits, it remains Amazon’s largest and most dynamic market. U.S. sellers average $557,000 in yearly revenue, and 60% of new sellers make their first sale within 12 months—a strong sign of activation and opportunity.
In second place, Japan offers impressive seller stability despite its smaller size. Around 15% of sellers who joined five years ago are still active today, far above other regions. Japan rewards sellers who adapt to local preferences and build trust with loyal customers.
Germany ranks third, known for its mix of high revenue potential and regulatory complexity. Sellers who succeed there often find it easier to expand to nearby European markets. The United Kingdom follows closely, remaining a top entry point for English-speaking brands despite post-Brexit hurdles. Canada rounds out the top five, offering strong longevity and a great testing ground for scaling internationally, even with its lower traffic.
The takeaway? Bigger markets aren’t always the best. True opportunity lies where traffic, activation, and long-term sustainability meet. Sellers who plan their expansion based on these insights—not just GMV—will find steadier growth and stronger results across Amazon’s global marketplaces.