European marketplaces - Amazon in the UK, Germany, France, Italy, and Spain - utilize unified seller accounts. Allowing sellers to manage the seller account from a shared Seller Central portal, simplifying management, and also enabling additional features. While not all European sellers utilize this when selling internationally, most do.

We’ve done analysis on the European marketplaces before, like the In Amazon Europe Most Sellers Sell in More Than One Marketplace earlier this year. This time we decided to look at the success of cross-border European sellers. Top sellers are defined as a combined list from all 5 marketplaces ordered by the total feedback reviews received in all marketplaces.

57 percent out of the top 1,000 European sellers have received at least one feedback review in all 5 European marketplaces.

When looking at this we noticed that sellers often sell in all marketplaces, or only one. Less than 10 percent of the top sellers received feedback in 4 marketplaces, and 3 marketplaces each. Thus it is either all five, or one.

However 39 percent received half or more of their feedback in a single marketplace out of those with feedback in all marketplaces. This is the key finding.

So while it is true that most European sellers sell in more than one marketplace, not all of them do as successfully internationally as in their home marketplace. Only roughly 10 percent of cross-border sellers have their top marketplace contribute less than a third of feedback, thus having an even spread across all marketplaces.

22 percent out of the 1000 biggest sellers in Europe got all their feedback from a single marketplace. It gets even less spread out in the top 100, where almost 40 percent got all of their feedback in a single marketplace.

We previously wrote that selling in European marketplaces is actively encouraged by Amazon as if they were one:

“Amazon has built infrastructure to allow this. Like the European Fulfillment Network (EFN) which allows sending inventory to UK warehouses and offer it to all marketplaces. And recently Pan-European FBA, which handles products distribution in Europe instead of having to send products to all countries yourself. Amazon is continuing to add services which hide the complexity of selling in Europe as if it was a single marketplace. For most sellers it’s as easy as checking a few checkboxes in Seller Central and their products start to appear in all marketplaces.”

But this does all come at a cost, meaning that few sellers are able to be competitive in multiple marketplaces. Nonetheless many of the top sellers in Europe are foreign companies, often from the US.

Below is a breakdown of the 100 biggest sellers in Europe, listing their ratio of feedback received on each marketplace, and which of the marketplaces is thus their key one.