Chinese sellers continue to gain momentum on Amazon, dominating numerous product categories and leaving many U.S. brands struggling to compete.
But not everywhere.
In some categories, U.S. brands remain unshaken, proving resilient against international competition.
So where are Chinese sellers thriving, and where are they struggling to make a dent? Let’s break it down.
The Rise (and Limits) of Chinese Sellers on Amazon
Chinese sellers are increasingly dominating Amazon’s marketplace. In certain categories, they now account for more than 60% of total revenue—especially in areas like arts & crafts, home goods, and consumer electronics.
But some categories remain almost entirely free from Chinese competition. For example, in books, they account for nearly 0% of sales.
This raises a critical question for both new brands and established sellers:
Where are you more likely to build a long-term, defensible business on Amazon?
Why Some Amazon Categories Resist Chinese Sellers
On a macro level, the success of Chinese sellers has never been stronger, yet scrutiny is also increasing. The incoming U.S. administration has hinted at potential trade and marketplace policy changes that could impact international sellers.
On a micro level, new brands should take note: Not all categories are created equal when it comes to foreign competition. Certain niches are more resistant to outside brands, making them prime opportunities for long-term success.
As Sun Tzu once said, “Be where your enemy is not.”
If you’re launching or scaling a brand, it may be wiser to enter a category that offers less direct competition from overseas manufacturers.
Categories Where U.S. Brands Remain Strong
Certain product categories are naturally more difficult for international sellers to penetrate, due to regulatory barriers, consumer trust, and brand loyalty.
🔹 Health & Household – Consumers tend to trust U.S.-based brands for personal care, supplements, and wellness products.
🔹 Grocery & Gourmet Food – Strict FDA regulations and supply chain complexities make this category difficult for non-U.S. sellers.
🔹 Books – Self-published and established publishers dominate, leaving little room for international sellers.
The Big Question: Will Chinese Sellers Continue to Grow?
The trajectory of Chinese sellers on Amazon shows no signs of slowing down — but will it level off?
That depends on regulatory shifts, consumer trust, and Amazon’s evolving policies.
For brands looking to secure long-term success, choosing the right category matters just as much as product quality and marketing strategy. Picking a category resistant to foreign competition can give you a stronger foundation for sustainable growth.
Key Takeaways for Amazon Sellers
🔹 Chinese sellers continue to dominate many categories, but some remain resistant. Choosing the right category is a key part of long-term success.
🔹 Health, household, and grocery categories offer strong brand-building opportunities.
🔹 Future regulations may impact international seller growth on Amazon.
So, will Chinese sellers continue to take over Amazon, or will their growth plateau?
That remains to be seen. But one thing is clear — where you choose to compete matters.
Want to know how competitive your category is? SmartScout can show you which brands dominate your niche — start analyzing today!
