The United States buys the most from Amazon by a wide margin, followed by Germany, the United Kingdom, and Japan. In the year ending 31 December 2025, the US accounted for 68.3% of Amazon’s net sales, and those four countries are the only ones Amazon names individually in its annual report. Everywhere else is grouped together on one line.
Here is the ranking in one place. For 2025, Amazon reported net sales of 489.7 billion US dollars in the United States, 45.9 billion in Germany, 43.2 billion in the UK, and 30.7 billion in Japan, with all other countries combined at 107.5 billion under “Rest of world”. The figures come straight from Amazon’s 2025 annual report.
One thing to hold onto before reading too much into the numbers: they are reported in US dollars, and they measure a good deal more than shopping baskets.
The full ranking: who buys the most from Amazon
The US has sat at the top of this list for as long as Amazon has published these annual reports, and its lead is widening rather than shrinking. Germany has stayed just ahead of the UK for second place among Amazon’s named markets. Japan is a steady fourth. No new country has broken into that group in years.
| Country | Amazon net sales, 2025 (USD) | Share of total |
| United States | 489.7 billion | 68.3% |
| Germany | 45.9 billion | 6.4% |
| United Kingdom | 43.2 billion | 6.0% |
| Japan | 30.7 billion | 4.3% |
| Rest of world | 107.5 billion | 15.0% |
Source: Amazon 2025 annual report (Form 10-K), year ending 31 December 2025.
The movement inside those numbers matters as much as the order. US net sales rose from 438 billion dollars in 2024 to 489.7 billion in 2025, and every named market grew year on year. Amazon is large in these four countries and still getting larger in all of them.
What “buys the most” actually measures
This is where a lot of the coverage quietly misleads. The figure Amazon publishes is net sales attributed to each country, not the value of what shoppers put in their baskets. It rolls in Amazon Web Services, advertising, Prime and other subscriptions, and the fees third-party sellers pay, alongside Amazon’s own retail sales. Amazon assigns each sale to a country by its local store, or for AWS by the selling entity.
That has two consequences for anyone reading the ranking as a seller. The dollar totals run high relative to pure consumer spending, because a slice of that 489.7 billion is cloud computing and ad revenue rather than retail. And no clean public figure exists for how much shoppers in each country spend on the Amazon marketplace alone. The net sales disclosure is the closest number Amazon gives, which is why it ends up standing in for the answer everywhere you look.
Worth knowing too: India does not appear on the named list, despite many third parties estimating that it is one of Amazon’s largest markets by number of users. India’s sales sit inside “Rest of world” because it is not yet a big enough share of Amazon’s global revenue to be broken out; large audience, smaller monetised marketplace. The gap between those two is the whole story of an emerging Amazon market.
Where Amazon runs a dedicated store
Amazon runs dedicated storefronts in over 20 countries and ships to many more from them. Its own global selling programme notes that a single European account reaches customers across 28 countries shopping in Amazon’s European stores, and it lists dedicated regions spanning North America, Europe, Japan, Australia, the Middle East, Singapore, Turkey, and Brazil.
The difference between a dedicated store and a ship-to country matters once you think about selling abroad. A dedicated marketplace, amazon.de or amazon.co.jp for example, has local Prime, local fulfilment, local search behaviour, and local competition. Reaching a country only through cross-border shipping is a different, and usually slower, proposition.
What this means if you sell from the UK
For a UK brand, the ranking is a reason to look at Germany before anywhere else. It is Amazon’s largest market after the US, it sits next door, and Pan-European fulfilment makes it reachable without building a separate operation. A large national sales figure is not the same as an open door for your category, though, and that is the trap to avoid.
Before you treat any of these markets as a growth plan, run four checks.
- Check real demand for your specific category, not the country’s headline number. Amazon’s Sell Globally tools show category-level demand, and a proper category and keyword check tells you whether shoppers there are actually searching for what you sell.
- Verify whether you can supply it. Pan-European FBA needs stock sitting in EU fulfilment centres, so how you plan to fulfil those orders decides how fast and how cheaply you can serve a second market.
- Research the tax and compliance reality. Selling into the EU usually means registering for VAT in each market and meeting local product and labelling rules, and both are costs you carry before your first sale.
- Check for category saturation. A market can be huge in total and still be shut to you if entrenched competitors own the search terms you would depend on. Check who ranks for your keywords in that store before you commit stock.
Answer those four honestly and the ranking stops being trivia and becomes a shortlist. We took a Swedish beauty brand, IsaDora, through this exact process when expanding it from its home market into Germany and Italy, and the order was the same one above: demand first, supply second, compliance third, competition fourth.
Where to start
If you are considering a new marketplace and want a second opinion before you commit budget, our one-to-one e-commerce coaching is built for founders and in-house teams who would rather do the work themselves with senior guidance than hand the whole channel over. The first conversation is free, and there is no pitch attached.