Amazon’s U.S. marketplace is home to millions of sellers, but only a handful dominate the top ranks. These elite sellers move massive volumes of products and represent a mix of accelerators, wholesalers, and retail giants.
So, who are the biggest Amazon sellers in the United States today?
Here’s the top 10 list based on sellers with more than 10 brands.
Top 10 Amazon Sellers in the United States
Now, let’s break down what makes these sellers dominant and who might still be at the top in two years.
Who Are These Amazon Giants?
Amazon-Owned Sellers: Woot & Zappos
Woot and Zappos are both owned by Amazon—but they didn’t start that way.
🚀 Amazon acquired Woot in 2010, absorbing its daily deals business into the Amazon ecosystem.
🚀 Zappos, once a top independent shoe retailer, was acquired by Amazon in 2009 — and now primarily operates as an Amazon seller.
These acquisitions show how Amazon absorbs strong eCommerce brands and turns them into marketplace powerhouses.
Pattern – The Biggest of the Big
📦 Pattern isn’t just #1 — it’s “double #1.”
Unlike other sellers, Pattern operates multiple seller accounts, meaning its total sales volume is much higher than even the next-largest competitors.
As one of the most well-known Amazon brand accelerators, Pattern helps brands scale their Amazon presence through wholesale purchasing, data-driven advertising, and logistics support.
Pattern is the largest third-party seller that isn’t directly owned by Amazon—and it’s not slowing down anytime soon.
The Fastest-Growing Categories: Books & Apparel
Interestingly, two of these top 10 sellers are book companies—both growing at 30-40% annually.
📚 Apex_media and itemspopularonlineindemand are proving that books are still a thriving category on Amazon, despite digital competition.
Meanwhile, CRZ Yoga, a direct-to-consumer activewear brand, has carved out a strong niche by competing with premium athletic brands at a lower price point. Their brand-driven strategy keeps them growing, even in Amazon’s hyper-competitive apparel space.
Who Will Stay in the Top 10 in Two Years?
💡 Pattern will likely stay #1. Its multi-account strategy and brand accelerator model give it an advantage over nearly every other seller.
💡 Amazon-owned Woot and Zappos aren’t going anywhere. As long as Amazon keeps them alive, they will continue to thrive within the ecosystem.
💡 CRZ Yoga’s DTC model makes it a strong contender. If they maintain their product quality, branding, and pricing, they will likely remain in the top 10.
💡 The book sellers could go either way. Apex_media and itemspopularonlineindemand are growing fast, but Amazon’s policies toward booksellers fluctuate. If
Amazon tightens the rules, these sellers could struggle to maintain their growth.The real question is: Who will get knocked out?
Final Thoughts: The Future of Amazon’s Top Sellers
The Amazon marketplace is constantly evolving. While some sellers will adapt and grow, others will get hit by policy changes, competition, or margin pressures.
📌 Pattern is the most dominant third-party seller and will likely stay on top.
📌 Amazon’s own sellers (Woot & Zappos) will remain as long as Amazon wants them to.
📌 DTC brands like CRZ Yoga have strong long-term potential.
📌 Booksellers are growing, but their fate depends on Amazon’s shifting policies.
