Europe: leading sellers on Amazon 2021

In Europe, Germany-based MEDIMOPS was the leading third-party seller, based on the number of reviews received from users who purchased from the seller in the last 12-month period through January 2021. Nearly 300,000 buyers engaged with MEDIMOPS, a second-hand seller of books and multimedia products, and left reviews. Buyer reviews do not necessarily reflect the number of units sold but give an idea of the sales volume a seller boasts.

An opportunity for smaller merchants

As of the second quarter of 2022, more than half of paid units sold on Amazon came from third-party sellers. Considering that, in 2007, third-party merchants accounted for just a quarter of Amazon's sales volume, the company has come a long way both as an online retailer and a marketplace, providing smaller businesses with a greater visibility and shopper base.

Books and multimedia buyers

Among the top third-party sellers on Amazon Europe, sellers based in Germany ranked higher than those in France or the United Kingdom. The main products sold by these sellers belonged to the media and consumer electronics categories. In Europe, Germany stands out in yet another manner regarding shopping with Amazon. According to the company's latest annual report, Germany was Amazon's leading European market in 2021, with net sales above those made in the United Kingdom.

Leading sellers ranked by the number of feedbacks they received on Amazon in Europe as of January 2021 (in 1,000s)

Characteristic	Number of feedbacks in thousands
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Release date

January 2021

More information

Region

Europe

Survey time period

12 months to January 2021

Supplementary notes

The source notes that the "feedback is an indicator of sales volume, but not revenue. Not all buyers leave feedback, so the number of units sold will be higher than the volume of feedback received."

Data covers the last twelve months to January 2021. The countries paired with sellers refer to the marketplace where each seller makes most (or all) of their sales.

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