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Amazon in the US

Amazon is the most popular online marketplace in the U.S. with two billion visits per month. The U.S. is Amazon's largest country, but 38% of global traffic is outweighed by Amazon's share of international markets as a whole.

According to Amazon's 2020 annual report, global gross merchandise volume (GMV) is estimated at $490 billion, and 69% of sales come from North America, resulting in an estimated GMV of $338 billion for the U.S. Interestingly, the U.S. accounts for 38% of Amazon's website traffic but 69% of its sales, suggesting that U.S. traffic is almost twice as valuable to Amazon as international traffic.

Amazon doesn't have a global account system, so existing sellers outside North America would have to register a new account to sell in the U.S. However, Amazon has a single account system for North and South America, so sellers from Canada, Mexico and Brazil should be able to sell in the U.S. using the same login.

There's a perception in the U.S. that Amazon is the only online marketplace worth taking seriously, and with good reason. Amazon's share of total online retail sales is estimated to be 40%, and it continues to grow even though it's already way ahead of other retailers. However, other online venues are worth exploring to increase sales, and some product niches, such as crafts and fashion, have very strong alternative venues.

The U.S., as Amazon's home country, is usually the first market to roll out new services and programs. U.S. sellers are the first to have access to FBA, the Seller Fulfilled Prime program, listing videos, Launchpad, new advertising opportunities and much more.

The Amazon Prime membership program has been very successful in the U.S., with an estimated 58% of households signing up for the service. Prime members spend an average of $1,400 a year on Amazon, while non-members spend $600 a year, which explains Amazon's higher sales in the U.S. compared to international markets. Prime offers a number of benefits, including guaranteed two-day shipping, and Amazon is investing in its fulfillment capabilities to offer same-day and same-day delivery in many parts of the country.

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