Platform Intelligence
Amazon
Amazon in 8 regional ecommerce markets: North America, Europe, Japan, India, Southeast Asia, Australia / NZ, Latin America, MEA — GMV / share / growth / posi…
QIn which regions does Amazon reach the Top 5, and how does it rank?
Amazon appears in the Top-5 lists of 8 regions: North America, Europe, Japan, India, Southeast Asia, Australia / NZ, Latin America, MEA.
Expand: full per-region data table (GMV / revenue / share / growth / positioning)
| Region | # | GMV / revenue | Share | Growth | Positioning |
|---|---|---|---|---|---|
| North America | 1 | $387.5B NA segment net sales (FY24); US sales ~$440B in 2025 | 35.7% US (Marketplace Pulse 2025; eMarketer ~40%) | +10% (FY24 NA) | Marketplace + 1P + Prime + FBA; 62% of GMV from third-party sellers; ads $17.3B (Q4'24); AI assistant Rufus |
| Europe | 1 | Europe GMV 2025 ~$232B (ECDB, ≈ sum of ranks 2–10) | #1 in UK, Germany, France, Spain, and Italy; >50% of European cross-border share | Germany +8.7%, UK +12.7% (2024) | Pan-European marketplace + Prime + FBA; EU investment €38B (2024) / €55B (2025 plan) |
| Japan | 2 | No official Japan revenue (third-party estimates) | #2 (some media say it topped Japan in 2025; disputed) | 2025 sales +12% (estimate) | Full assortment + Prime next-day delivery; strong in electronics / daily goods |
| India | 2 | Seller-services revenue ₹3T+ (+19%) | ~20–25% (estimate) | +19% seller-services revenue; losses narrowed 89%; first operating profit in 12 years | Full assortment + Prime ecosystem; 'Bharat' lower-tier strategy; entered quick commerce in 2025 (Tez/Now) |
| Southeast Asia | 4 | ~$1–2B (estimate) | <1.5% | — | Singapore-focused; Prime Now/Fresh |
| Australia & New Zealand | 1 | 2024 local revenue A$7.7B (ecommerce +23%, Prime subscriptions +39%) | Fastest-growing large platform | +23% ecommerce (2024); ~A$1B annual increase | Marketplace + 1P + FBA + Prime |
| Latin America | 3 | Brazil GMV undisclosed | Brazil traffic #3 | — | Global marketplace + Prime logistics; sales/logistics partnership with Magalu; low-price strategy against Asian cross-border |
| Middle East & Africa | 2 | Country GMV not disclosed (rolled into International segment) | One of the Gulf duopoly | — | Former Souq conversion; Gulf duopoly |
QHow does competitive positioning differ by region?
- North America（#1）：Marketplace + 1P + Prime + FBA; 62% of GMV from third-party sellers; ads $17.3B (Q4'24); AI assistant Rufus
- Europe（#1）：Pan-European marketplace + Prime + FBA; EU investment €38B (2024) / €55B (2025 plan)
- Japan（#2）：Full assortment + Prime next-day delivery; strong in electronics / daily goods
- India（#2）：Full assortment + Prime ecosystem; 'Bharat' lower-tier strategy; entered quick commerce in 2025 (Tez/Now)
- Southeast Asia（#4）：Singapore-focused; Prime Now/Fresh
- Australia & New Zealand（#1）：Marketplace + 1P + FBA + Prime
- Latin America（#3）：Global marketplace + Prime logistics; sales/logistics partnership with Magalu; low-price strategy against Asian cross-border
- Middle East & Africa（#2）：Former Souq conversion; Gulf duopoly
QWhere does this evidence come from?
Every figure is taken from that region’s Top-5 report and source audit. No cross-region conversion or new estimates:
North America
#1 · $387.5B NA segment net sales (FY24); US sales ~$440B in 2025
Europe
#1 · Europe GMV 2025 ~$232B (ECDB, ≈ sum of ranks 2–10)
Japan
#2 · No official Japan revenue (third-party estimates)
India
#2 · Seller-services revenue ₹3T+ (+19%)
Southeast Asia
#4 · ~$1–2B (estimate)
Australia & New Zealand
#1 · 2024 local revenue A$7.7B (ecommerce +23%, Prime subscriptions +39%)
Latin America
#3 · Brazil GMV undisclosed
Middle East & Africa
#2 · Country GMV not disclosed (rolled into International segment)