The ranking of Amazon's top 100 sellers has changed: the number of Chinese sellers has decreased again, and Anker has been surpassed!

The Top 100 sellers list of each Amazon site has always been a hot topic in the industry, especially the sellers on the US site, which has become the focus of the focus.

As an e-commerce intelligence company, Marketplace Pulse has also been tracking sellers on Amazon's major sites in the United States, the United Kingdom, Germany, and France. According to the mechanism, Marketplace Pulse's seller ranking is based on the number of reviews each seller has received in the past 30 days. It should be noted that only 1%-5% of consumers will leave a review, and the proportion of reviews left for products of different prices and categories also varies.

In addition, the rankings of Marketplace Pulse are updated in a timely manner based on the latest data, so the rankings and number of comments you see in different places may be slightly different. For example, on November 5, Anker was ranked second in the US site, but fell to third on November 15; on November 5, there were 19 Chinese sellers on the list (17 from the mainland and 2 from Hong Kong), but on November 15, the number of Chinese sellers on the list became 18 (16 from the mainland and 2 from Hong Kong). Therefore, you need to pay attention to the time when checking the list.

As of November 17 (US time), among the top 100 sellers in the US site, the first place is still the "eternal king" Pattern, while Anker was temporarily suppressed to the third place after being "counter-killed" by Carlyle, which was originally ranked third.

There are 17 Chinese sellers in the Top 100, one less than on November 15. 15 of them are from the mainland, and the other two are from Hong Kong. In the latest list, most of the shortlisted Chinese sellers are still the same old faces:

( Image source: Marketplace Pulse )

PremiumpartsWhosale : Ranked 10th on the list, No. 1 Chinese seller

Sellers who pay attention know that PremiumpartsWhosale (Hong Kong, auto parts seller) is not only a regular in the Top 15 of Amazon.com , but also often ranks first among all Chinese sellers.

The store has accumulated 27,000 reviews in the past 12 months, with 92% of them rated 5 stars. On Amazon, PremiumpartsWhosale has multiple listings with monthly sales exceeding 1,000. In addition to Amazon, PremiumpartsWhosale has also opened official stores on platforms such as eBay and AliExpress, and created its own independent website.

As a brand that specializes in providing auto parts, PremiumpartsWhosale believes that "auto parts and the auto repair industry should be simple and easy to understand", and this concept is also reflected in the products. From the comments of different buyers in different listings, it can be seen that "easy to install and use" is almost a feature of most of the brand's products.

From the buyer's perspective, when buying suitable auto parts, you can replace them at home, and the product quality is also good, which naturally attracts repeat customers. In addition, it can be seen from the independent website that PremiumpartsWhosale's product models cover many car brands, which also invisibly attracts a large number of potential customers.

Minghutech-US: No. 16 on the list, second among Chinese sellers

Minghutech-US (Shenzhen) is the owner of the ESR brand, and ESR ranks among the top three in Amazon's 3C protection sales rankings. In the Top 100 list, Minghutech-US was not very strong in August and September, but in October it broke into the top 20, and this momentum continues to this day.

In the past 12 months, the store's positive feedback has reached 100%, and the sales of many product listings have exceeded 10,000. In addition, many products have been selected as Amazon's Choice and BestSeller.

It is worth mentioning that many of ESR's products carry the climate green label, including those selected as Amazon's Choice and BestSeller. According to market feedback, not only do consumers prefer these "environmentally friendly" products, but the platform is also more friendly to such products and provides certain policy support.

ESR's products are also noteworthy. Take a mobile phone case with Magsafe (wireless charging) function as an example. This product not only meets the user's needs for Magsafe function and mobile phone case, but also meets the needs of American users to place bank cards (with anti-demagnetization function), and can also be used as a mobile phone holder. In addition, the magnetic strength of this product reaches 3000 gauss (gf), which is 275% higher than the 700 gauss of other mobile phone cases.

AilunUS: No. 20 on the list, third among Chinese sellers

AilunUS (Henan) is also a familiar face in the US Top 100, and it also sells various 3C accessories. The store has accumulated 20,000 reviews in the past 12 months, with a 100% favorable rate. On Amazon, Ailun also has many product listings with sales of more than 10,000 in the past month and have been selected as Amazon's Choice.

Although both Minghutech-US and Ailun are 3C accessories sellers, and their mobile phone cases overlap to a certain extent, Ailun sells more mobile phones, Switch screen protectors and other accessories. In addition, Ailun products rarely carry the climate green label, which is different from ESR.

But in terms of price, both companies have adopted a medium-priced pricing strategy. Especially Ailun, due to the characteristics of the product, many listings are priced lower. After all, most American consumers cannot refuse a tempered glass film at 5.88 (US) dollars for three pieces.

At the same time, Ailun also pays great attention to the diversity of its own products. While being able to meet the different models of different products, Ailun can also meet the needs of many users such as "anti-peeping" and "easy to operate".

COOFANDY, Ekouaer: 22nd and 65th on the list

COOFANDY (Shenzhen), as an emerging menswear brand under Savi, is also a frequent visitor to the list. In the past 12 months, it has received more than 18,000 reviews, with 87% of five-star reviews and 13% of four-star reviews. As a "general" under Savi, COOFANDY's revenue in 2023 reached 1.455 billion.

On Amazon, COOFANDY has multiple listings selected as BestSeller and Amazon's Choice. From the perspective of style, COOFANDY not only involves leisure and outdoor, but also involves formal wear, business and other fields, which can be said to meet most of the scenarios of consumers.

In addition to COOFANDY, Ekouaer loungewear, a homewear brand under Savi, is also in the Top 100, and some of its products also appear in the BestSeller list. As a home furnishing brand, Ekouaer not only meets the daily needs of women, but also takes into account the needs of pregnant women, men and consumers at home, and launches corresponding products.

The common point between COOFANDY and Ekouaer is that they are affordable and their quality is highly praised by users. Many user reviews of the two stores contain words like "great value for money" and "unexpected". It can be seen that for American consumers, price is important, but the quality of clothes cannot be ignored either.

ANRABESS, Dokotoo Flagship Shop, Automet-US, PRETTYGARDEN

These four stores are introduced together, on the one hand because they often enter the Top 100 together, and on the other hand because they all belong to the women's clothing category. Women's clothing is also the category with the most Chinese sellers on the list and the most changes, which shows that the industry competition is fierce.

In this ranking, ANRABESS (Zhejiang) ranked 29th, Dokotoo Flagship Shop (Fujian) ranked 36th, Automet-US (Guangzhou) ranked 51st, and PRETTYGARDEN (Guangdong) ranked 54th.

In addition to being in the women's clothing category, these stores have basically the same pricing strategies - mainly mid-priced and focusing on clothing quality, and many listings are included in the Amazon Best Seller list.

But the four stores have different characteristics: ANRABESS's styles include simplicity, retro, elegance and sweetness; Dokotoo Flagship Shop focuses on fabrics and tailoring, and tends to target users of all ages; Automet-US not only pays attention to style and comfort, but also attaches importance to application in various scenarios; PRETTYGARDEN focuses more on women aged 18 to 50 when paying attention to fashion and innovation.

However, ANRABESS and Dokotoo Flagship Shop, two stores with higher rankings, had more cumulative sales in the past 12 months and higher praise rates; Automet-US and PRETTYGARDEN were relatively lagging behind.

In general, although there is only a few days difference ( compared with 11.15), the position of Chinese sellers on the list has changed, and Ailun Authorized has even dropped out of the list from the 98th place, which shows how fierce the competition is on the US site. In addition, among the top 100 sellers this time, 88 of them have fewer cumulative reviews than the previous cycle. Even the top sellers have this situation, so the sales situation of other sellers can be imagined.

However, we should not only pay attention to the "sales volume problem, but also learn from the successful experience of excellent sellers. According to the editor's observation, although these top sellers have different categories, most of the consumer comments revolve around keywords such as "operation", "quality" and "price", which shows the focus of buyers when shopping and the advantages of big sellers. As a future cross-border big seller, whether it is product selection or development, everyone can learn from the truly feasible experience of the industry leaders, and then adjust according to their own situation, and finally develop their own "keywords" to make their business stand out from the competition.

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